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Group interaction and evolution of customer reviews based on opinion dynamics towards product redesign

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Abstract

Perception of customer requirements and intention is crucial for product redesign where customer reviews play a significant role. Customers dynamically make decision and interact with others, which lead to the evolution of customer reviews. A customer reviews evolution model (CREM) is proposed to analyse the dynamic evolution process of group customer reviews by using a modified Deffuant-Weisbuch model based on opinion dynamics. In the proposed methodology, negativity bias and the helpfulness of reviews are incorporated according to the characteristics of customers and reality. Based on the related literature reviews and survey, negativity bias is introduced to present that positive customers are still sensitive to negative reviews out of confidence radius and will interact with them. In addition, the helpfulness of reviews is used to reflect the rate of information acquisition since the ability of expression varies from person to person. Moreover, as a case study, the customer reviews evolution of a smartphone is modelled to support the redesigned attributes evaluation. Finally, the feasibility and effectiveness of the proposed CREM is expounded through result analysis and discussion.

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Acknowledgements

This project was supported by the National Natural Science Foundation, China (No. 51505480, 51875345), Postgraduate Research & Practice Innovation Program of Jiangsu Province (No. KYCX19_2175), and Postgraduate Research & Practice Innovation Program of China University of Mining and Technology (No. KYCX19_2175).

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  1. Department of Industrial Engineering, School of Mines, China University of Mining and Technology, Xuzhou, Jiangsu, China

    Fan Zou, Yupeng Li & Jiahuan Huang

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  1. Fan Zou
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Correspondence to Fan Zou.

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Zou, F., Li, Y. & Huang, J. Group interaction and evolution of customer reviews based on opinion dynamics towards product redesign. Electron Commer Res 22, 1131–1151 (2022). https://doi.org/10.1007/s10660-020-09447-8

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