基于京东商城评价数据的在线商品好评、中评、差评比较研究

A Comparative Study on Positive, Neutral and Negative Reviews of Online Products Based on Jingdong Mall Data

【目的/意义】从众多质量良莠不齐的在线评论中,将质量高、有用性强的评论呈现给消费者。【方法/过程】为了比较好评、中评和差评的属性,本研究以京东商城的爬虫数据为研究对象,使用R3.4.3软件,根据不同产品类型的评论,从评论长度、有用性投票和评论回复数三个维度比较好评、中评和差评。【结果/结论】产品类型和情感倾向会显著影响评论长度,好评和差评的评论长度要多于中评;产品类型和评论长度对有用性投票和评论回复数都存在显著的影响,情感倾向对有用性投票和评论回复数不存在显著影响。

【Purpose/significance】The quality of online reviews is mixed in the era of big data, It is of great significance to provide high-quality and useful comments for consumers.【Method/process】In order to compare the attributes of positive,neutral and negative reviews, this study uses the reptile data of Jingdong Mall as the research object. According to the comments of different product types, the research compared positive, neutral and negative reviews from review length, votes forhelpfulness and review replies implemented in R3.4.3.【Result/conclusion】It is concluded that product types and eases foremotion can significantly affect review lengths. Positive and bad reviews have larger length than neutral reviews;Both product types and review lengths have an significant effect on vote for helpfulness and review replies. The emotion tendency does not have a significant impact on the votes for helpfulness and review replies.