應用資訊品質架構於商品評論品質評估

Web2.0的盛行使得網際網路成為重要的商業資訊來源，透過許多電子商務網站所提供的商品評論平台，網際網路使用者可自由地撰寫商品相關的評論，正面的商品評論可幫助消費者制定商品的購買決策，而負面的商品評論可協助企業檢討與修正商品的商業策略。但隨著評論數量快速地增長，消費者與企業均需要有效的資料探勘技術來由大量的文字資訊中找出重要的評論意見。現行的評論意見探勘技術多忽略了評論內容的資訊品質，以致於探勘出的評論其資訊品質良莠不齊。在本研究中，我們提出一套方法來評估商品評論的資訊品質，我們將資訊品質評估視為一種分類問題，並使用一套有效的資訊品質架構來萃取重要的評論資訊特徵。實驗結果顯示我們提出的方法有優異的資訊品質評估效能，而且顯著地優於其它學者在近幾年所提出的方法。此外本研究還進行升力曲線分析找出高品質評論所具備的重要因素。最後我們提出一個以評論品質分類器為基礎的評論檢索雛型系統，來幫助使用者有效地搜尋到包含他們需要的有用資訊之評論。

關鍵字

文件探勘；分類；意見探勘；資訊品質；商品評論；支撐向量機；評論檢索系統

並列摘要

The ubiquity of Web 2.0 makes the Internet an invaluable source of business information. For instance, product reviews composed collaboratively by many independent Internet reviewers can help consumers make purchase decisions and enable enterprises to improve their business strategies. As the number of reviews is increasing exponentially, opinion mining is needed to identify important reviews and opinions to answer users’ queries. Most opinion mining approaches try to extract sentimental or bipolar expressions from a large volume of reviews. However, the mining process often ignores the quality of each review and may retrieve useless or even noisy documents. In this thesis, we propose a method for evaluating the quality of information in product reviews. We treat the evaluation of review quality as a classification problem and employ an effective information quality framework to extract representative review features. Experiments based on an expert-composed data corpus demonstrate that the proposed method outperforms state-of-the-art approaches significantly. Moreover, this thesis implements detailed lift analyses to find the important factors for constructing high-quality reviews. Finally, we propose a prototype of review retrieval system that based on the classifier of review quality to help users to efficiently search the reviews that contain helpful information they want.

並列關鍵字

text mining ； classification ； opinion mining ； information quality ； product reviews ； support vector machine ； review retrieval system

參考文獻

[1] Chevalier, J. A. and Mayzlin, D. “The Effect of Word of Mouth on Sales: Online Book Reviews,” Journal of Marketing Research, 43(3), pp. 345–354, 2006.

[5] Fellbaum, C. “WordNet: an Electronic Lexical Database. Cambridge,” MA: MIT Press, 1998.

[7] Hsu, C. W. and Lin, C. J. “A Comparison of Methods for Multiclass Support Vector Machines,” IEEE Transactions on Neural Networks, 13(2), pp. 415–425, 2002.

[12] Jones, K. S., Walker, S., and Robertson, S. E. “A probabilistic model of information retrieval: development and comparative experiments: Part 1,” Information Processing and Management, 36(6), pp. 779–808, 2000.

[21] Miller, G., Beckwith, R., Fellbaum, C., Gross, D., and Miller, K. “Introduction to WordNet: An On-line Lexical Database,” International Journal of Lexicography, 3(4), pp. 235–244, 1990.

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應用資訊品質架構於商品評論品質評估

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