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TOOR： A Novel Product Title Optimization Method Based on Online Reviews in E-commerce 被引量：3

TOOR： A Novel Product Title Optimization Method Based on Online Reviews in E-commerce
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摘要 Titles of online products play an important role in attracting consumers and promoting product sales in e-commerce. However, current online product titles only cover basic features and cannot reflect the preferences of consumers exactly. To address this problem, this research proposed an online title optimization method based on the analysis of online reviews, which is called TOOR （Title Optimization based on Online Reviews）. In this research, we analyzed and compared product features extracted from online product titles and online reviews from the point of view of consumers and applied features extracted from reviews to title optimization. In order to verify the effectiveness of the proposed method, two experiments were conducted in this paper, selecting four typical smartphones as experiment samples and Taobao.com as the data resources. The experimental results indicated that features extracted from online reviews can better reflect the consumers＇ concern, and the tires optimized by the TOOR method are more appealing to consumers and have higher click-through rates. Titles of online products play an important role in attracting consumers and promoting product sales in e-commerce. However, current online product titles only cover basic features and cannot reflect the preferences of consumers exactly. To address this problem, this research proposed an online title optimization method based on the analysis of online reviews, which is called TOOR （Title Optimization based on Online Reviews）. In this research, we analyzed and compared product features extracted from online product titles and online reviews from the point of view of consumers and applied features extracted from reviews to title optimization. In order to verify the effectiveness of the proposed method, two experiments were conducted in this paper, selecting four typical smartphones as experiment samples and Taobao.com as the data resources. The experimental results indicated that features extracted from online reviews can better reflect the consumers＇ concern, and the tires optimized by the TOOR method are more appealing to consumers and have higher click-through rates.
作者 Liye Wang Jin Zhang Wei Yan
机构地区 School of Business School of Economics and Management
出处 《Frontiers of Business Research in China》 2015年第4期536-558,共23页 中国高等学校学术文摘·工商管理研究（英文版）
关键词 online reviews title optimization E-COMMERCE feature extraction online reviews, title optimization, e-commerce, feature extraction
分类号 TP393.4 [自动化与计算机技术—计算机应用技术] TH83 [机械工程—精密仪器及机械]
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同被引文献11

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二级引证文献7

Frontiers of Business Research in China
2015年 第4期

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