國立雲林科技大學
National Yunlin University of Science and Technology
N.Y.U.S.T.
I. M.
Show me the Money!
Deriving the Pricing Power of Product Features
by Mining Consumer Reviews
Presenter : Yu-hui Huang
Authors :Nikolay Archak,
Anindya Ghose,
Panagiotis G. Ipeirotis
SIGKDD 2008
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Outline
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Motivation
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Objective
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Methodology
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Experiments
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Conclusion
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Comments
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Motivation
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Is “good battery life” better than “nice battery life” ?
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How can we define an objective measure for ranking evaluations?
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What is it that affect consumers shop demand when consumer view
the review for product.
Example：
“ The camera is of high quality and relatively easy to use. The lens are
fantastic! I have been able to use the LCD viewfinder for some
fantastic shots... To summarize, this is a very high quality product.”
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Objective
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Find out importance feature for the product.
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Define the key word for evaluation the product
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Which feature add which evaluation can to increase sales rank
Example：
“ The camera is of high quality and relatively easy to use. The
lens are fantastic! I have been able to use the LCD viewfinder for
some fantastic shots... To summarize, this is a very high quality
product.”
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Methodology-construct product review
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Define product review
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Assign weight to opinion phrase in review for product
Example：
“ The camera is of high quality and relatively easy to use. The
lens are fantastic! I have been able to use the LCD viewfinder for
some fantastic shots... To summarize, this is a very high quality
product.”
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Review=0.4 · (quality ⊗ high) +0.2 · (use ⊗ easy) +0.2 · (lens
⊗ fantastic) +0.2 · (shots ⊗ fantastic)
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Methodology
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Demand function ：
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Methodology
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Demand function ：
Review=0.4 · (quality ⊗ high) +0.2 · (use ⊗ easy) +0.2 · (lens
⊗ fantastic) +0.2 · (shots ⊗ fantastic)
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Methodology
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Demand function ：
Steps ：
1. Set δ to a vector of initial feature weights.
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2. To choose optimal evaluation weights (γ) by assuming that the
feature weights (δ) are fixed.
3. To choose optimal feature weights (δ) by assuming that the
evaluation weights (γ) are fixed.
4. Repeat step 2 and 3
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Experiments
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Conclusion
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This function combines existing text mining approaches with
econometric techniques can to find out import feature and evaluation
for product.
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we can to discover which evaluation maybe affect on consumers
viewpoint for shopping.
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And extract product’s key feature for the user.
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Comments
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Advantage
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Help consumer to choose product.
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the methods adapt econometrics concept
Drawback
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….
Application
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IR , feature selection ….
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