Yaobin Dai
ABSTRACT
In order to meet the special needs about production information of users from different ages and genders for experience goods, an online review usefulness ranking model was proposed to help them make more objective decisions in this paper. By analyzing the characteristics of experience goods, eight indexes of online reviews were selected from the perspective of usefulness of experience goods' reviews, and a personalized usefulness ranking model for experience goods was constructed. Furthermore, the fuzzy analytic hierarchy process (FAHP) was used to assign the weight to the corresponding usefulness indexes based on the needs of users from different ages and genders; the usefulness ranking of online reviews for these users was realized by the grey relational degree sorting algorithm; finally, the hotel reviews on the Ctrip website were performed as an example to rank the usefulness of hotel reviews. The results indicated that the top-ranked reviews showed more multidimensional information by using the model promoted in this paper, which makes up for the shortage of ranking based on the review time alone. At the same time, the model in this paper can be used to achieve differentiated ranking based on the information preferences of users, which meets the information needs of users from different categories effectively and provides e-commerce practitioners a new way to rank the usefulness of online reviews.
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Index Terms
- Research on the Usefulness Ranking of Online Reviews for Experience Goods: A Case Study of Ctrip' s Hotel Review
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