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Needs-Based Analysis of Online Customer Reviews (2007)
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| Venue: | ICEC'07 |
| Citations: | 2 - 1 self |
BibTeX
@MISC{Lee07needs-basedanalysis,
author = {Thomas Y. Lee},
title = {Needs-Based Analysis of Online Customer Reviews},
year = {2007}
}
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Abstract
Needs-based analysis lies at the intersection of product marketing and new product development. It is the study of why consumers purchase and what they do with those purchases. In a world of mass-customization and one-to-one marketing, anticipating the customer's needs is a key competitive advantage. In this paper, we consider a new approach to supplement traditional methods for assessing rapidly changing user needs. We model the knowledgebase of online customer reviews as a matrix of reviews relating customer needs to product attributes. In a hierarchical two-stage process, we first use association rules to cluster related attributes and needs into hyper-edges. In a second application of association rule mining, we search for hyper-rules relating hyperedges. The method is demonstrated on 10,500 customer reviews over two unrelated product domains, digital cameras and vacuum cleaners.
Keyphrases
needs-based analysis online customer review user need product marketing association rule mining customer need digital camera second application key competitive advantage one-to-one marketing hierarchical two-stage process new approach traditional method new product development related attribute consumer purchase association rule customer review product attribute unrelated product domain vacuum cleaner
