An influence framework on product word-of-mouth (WoM) measurement

Chen, Kun1; Luo, Peng2; Wang, Huaiqing1

2017-03

10.1016/j.im.2016.06.010

INFORMATION & MANAGEMENT   影响因子和分区

0378-7206

1872-7530

With the development of e-commerce platforms, online customer reviews have become an important instrument for providing product word-of-mouth (WoM) information. Analyzing and measuring WoM is quite valuable in product design, sales prediction, marketing strategy, and other decision-making tasks. In contrast to previous studies that analyze product WoM focusing on a single product, we propose an influence framework to measure WoM from a market perspective. In this framework, we combine product competition relationships and customer intercommunication relationships to construct a two layer network and calculate the node influence effects in the network. To compare different product WoM measures, we use product sales as a predictor and build a series of predictive models. In the experiments conducted based on Amazon.com data, we find that, first, textual sentiment analysis produces a better summary of customer opinions than rating scores. Second, product-comparative relationships provide additional information on measuring product WoM. Third, the customer intercommunication feature in social media is useful for measuring the collective opinions about a product. The influence framework and experimental findings have both theoretical and managerial implications. (C) 2016 Elsevier B.V. All rights reserved.

Social influence Product network Sentiment analysis Word of mouth Product sales

SCI ; EI ; SSCI

英语

第一 ; 通讯

Shenzhen Research Grant[JCYJ2010417105742712]

Computer Science ; Information Science & Library Science ; Business & Economics

Computer Science, Information Systems ; Information Science & Library Science ; Management

WOS:000395360300008

ELSEVIER SCIENCE BV

20163102666937

Commerce ; Data mining ; Decision making ; Network layers ; Sales ; Sentiment analysis

Computer Software, Data Handling and Applications:723 ; Data Processing and Image Processing:723.2 ; Management:912.2 ; Production Engineering:913.1

SOCIAL SCIENCES, GENERAL

Web of Science

1.South Univ Sci & Technol, Dept Finance, Shenzhen 518055, Peoples R China
2.Harbin Inst Technol, Sch Management, Harbin 150001, Peoples R China

Chen, Kun,Luo, Peng,Wang, Huaiqing. An influence framework on product word-of-mouth (WoM) measurement[J]. INFORMATION & MANAGEMENT,2017,54(2):228-240.

Chen, Kun,Luo, Peng,&Wang, Huaiqing.(2017).An influence framework on product word-of-mouth (WoM) measurement.INFORMATION & MANAGEMENT,54(2),228-240.

Chen, Kun,et al."An influence framework on product word-of-mouth (WoM) measurement".INFORMATION & MANAGEMENT 54.2(2017):228-240.