Exploring the Relationship between Customer Reviews and Prices Lingjie Zhang, Lin Gong, Bo Man
Roadmap ● Introduction…………………………...Lingjie ● Methodology………………………….Lin ● Experimental Results…...…………...Bo
Customer Reviews Play an Important Role 90% customers say buying decisions are influenced by online reviews.
Use of Customer Reviews For customers ● Decision ● Recommendation For retailers ● Feedback ● Marketing strategies To what extend do they care about those reviews?
Motivation Do customer reviews indirectly a ff ect sale prices?
Related Work Classify reviews to help make decisions. Extract opinion features in customer reviews. Recommend products for customers. None of them combine customer reviews with prices.
Challenge ● Rating = Content? ● Relationship(Reviews,Prices)?
Methodology Step 1: Collect Reviews SNAP Amazon reviews: • Products with over 100 reviews, in total 419 products. • Time period: Aug, 2012 - Mar, 2013
Step 2: Assumption User ratings == User reviews Machine Learning Methods are adopted. (Naive Bayes, Logistics Regression, Support Vector Machine) Given contents -> predict ratings. Compare final precisions and recalls.
Prediction Results: Naive Bayes
Step 3: Crawl Prices Price data ： • 221 items from previous 419 items • Time period: Oct, 2012 - Mar, 2013
Step 4: Analysis Scaling: L Moving average: L Shift Analysis: • Compare against the prices ending L days later than the ratings. Correlation Analysis: • Pearson correlation coefficient is adopted.
Experimental Results Sample Selection Criteria: Count (price changes) > 50, in 6 months Sample size: 26 out of 221 items
Experimental Results Scaling of prices 5 1
Experimental Results Moving Average & Tuning Parameter (window length)
Experimental Results Shifting Analysis of prices and ratings(score)
Experimental Results Correlation Analysis of prices and ratings
Conclusion ● Relationship exists between prices and reviews. ● Reviews influence prices in most (⅔) of the items. ● Reviews often influence prices after 7-30 days. ● Categories with loose market forces fit this rule better. like Home, Sport, Baby o
Future Work ● Improvement on sample selection. ● Analyze relationship between prices and reviews. o For each separate category o With an expansion from single correlation calculation o Focus more on negative reviews ● Use our rules to predict prices.
References [2] P. H. Calais Guerra, A. Veloso, W. Meira Jr, and V. Almeida. From bias to opinion: a transfer-learning approach to real-time sentiment analysis. In Proceedings of the 17th ACM SIGKDD international conference on Knowledge discovery and data mining, pages 150 – 158. ACM, 2011. [3] J. L. Elsas and N. Glance. Shopping for top forums: discovering online discussion for product research. In Proceedings of the First Workshop on Social Media Analytics, pages 23 – 30. ACM, 2010. [4] M. Hu and B. Liu. Mining opinion features in customer reviews. In AAAI, volume 4, pages 755 – 760, 2004. [5] J. McAuley and J. Leskovec. Hidden factors and hidden topics: understanding rating dimensions with review text. In Proceedings of the 7th ACM conference on Recommender systems, pages 165 – 172. ACM, 2013. [6] S. M. Mudambi and D. Schu ff . What makes a helpful online review? a study of customer reviews on amazon.com. Management Information Systems Quarterly, 34(1):11, 2010. [7] B. O’Connor, R. Balasubramanyan, B. R. Routledge, and N. A. Smith. From tweets to polls: Linking text sentiment to public opinion time series. ICWSM, 11:122 – 129, 2010. [8] B. Pang, L. Lee, and S. Vaithyanathan. Thumbs up?: sentiment classification using machine learning techniques. In Proceedings of the ACL-02 conference on Empirical methods in natural language processing-Volume 10, pages 79 – 86. Association for Computational Linguistics, 2002. [9] K. Reschke, A. Vogel, and D. Jurafsky. Generating recommendation dialogs by extracting information from user reviews. In ACL (2), pages 499 – 504, 2013.
Thank you! UVa IR Course Project Dec 5, 2014
Backup
Review Format SNAP Amazon reviews: Products with over 100 reviews, [Aug, 2012 - Mar, 2013] product/productId: B000GKXY4S product/title: Crazy Shape Scissor Set product/price: unknown review/userId: A1QA985ULVCQOB review/profileName: Carleen M. Amadio "Lady Dragonfly" review/helpfulness: 2/2 review/score: 5.0 review/time: 1314057600 review/summary: Fun for adults too! review/text: I really enjoy these scissors for my inspiration books that I am making (like collage, but in books) and using these different textures these give is just wonderful, makes a great statement with the pictures and sayings. Want more, perfect for any need you have even for gifts as well. Pretty cool!
Logistics Regression Prediction Results: Logistics Regression Prediction Results
Support Vector Machine Prediction Results: Support Vector Machine Prediction Results
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