the strategy to strengthen on-line customer ’ s convenience by analyzing product review
TRANSCRIPT
The strategy to strengthen on-line customer’s Convenience by analyzing Product Review
2
Table of Contents
Introduction
What is Product Review?
Product Review Style Approach
Minimalism and Product Review
Empirical Study
Conclusion
3
Introduction
To activate the on-line purchase, most of shopping mall adopts a strategy
which records the “Product Review”
The opinions from people who have already bought the products give useful
information to the potential purchaser, seller or manufacturer
The type of purchase of E-Commerce, which applies Product Review, is the newest
trend in the Internet shopping: Twinsumer
The opinions after purchasing the product has been recorded for the
potential purchasers, but there are lack of helpful and essential information
to deliver to the potential purchasers for actual buying.
Establishing the definition, characteristic, and function of help system for purchase
is needed
A lack of Technical Philosophy which makes Product Review to be the marketing
strategy in the on-line shopping mall
4
Refinement of Product Review is needed to offer information that helps
the actual buying
Information which is not refined has a reverse effect
In the circumstance of activating E-Commerce, a research of the type
of Product Review is necessary
Introduction
5
Why is Product Review?
As using web is increasing, the amount of Product Review is
exponentially growing
Product Review is useful for potential customer and product manufacturer
A hot item has hundreds and thousands of Product Review
Text-Based Product Review can deliver enough information of Product,
If Product Review has long passages with a small percentage of opinion section,
it will increase the amount of review for potential customers.
Reading the only minority opinion makes the bias for product
Management problem of a great quantity of Product Review related to the
products occurs to the product manufacturers
It will be difficult for potential customer and manufacturer to attain and
manage the necessary information as text-based Product Review is
increasing
6
Difficulty of Decision Making
Increasing of Product Review and its Reader & Writer
Increasing of Product Information
Difficulty of Searching because of aGreat Quantity of Product Review
Searching the Minority Product Review Creates Bias
Some Change is neededFor Product Review toOffer the Useful InformationFor Actual Buying
Why is Product Review?
7
Amazon.com : Let Product Review is recorded by purchasers for the first in 1995
Amazon.com 의 Homepage & Product Review
Representative Example of Product Review(overseas)
8
www.epinions.com : Third-Party
Representative Example of Product Review(overseas)
9
www.barnesandnoble.com
Representative Example of Product Review(overseas)
10
www.gmarket.com : Korea’s celebrate Online Shopping mall
Representative Example of Product Review(home)
11
www.gseshop.co.kr
Representative Example of Product Review(home)
12
Summary
On-line shopping mall adopts a strategy which purchasers record Product
Review
Most of Product Review is text-based
Product Review is changing gradually into image-based
Making Product Review with surveying the satisfaction of product
Don’t survey the purchasers’ actual satisfactions, but items on-line shopping mall
is needed
Absence of methods that helps potential consumers to purchase when a
great amount of Product Review is existed
Appearance of professional review site not by on-line shopping mall, but by
expert or a group of early adopter, carrying out the role of Third-Party
Why is Product Review?
13
Product Review Style Approach
Documentation Style
Characteristic
Adopting by most of on-line shopping mall
Offering text-based information relating to Product
Limitless of amount of information which can be offered
Providing information directly/indirectly relating to product
Difficulty of achieving information relating to product when the amount of
Product Review is huge
– Existing of Product Review which is meaningless or reiteration of simple vocabulary
– Difficulty of managing Product Review
Difficulty of recovering the reliability of relating product when Product Review
is biased
– Information Cascade
14
Product Review Style Approach
Image Style
Characteristic
Made by special reviewer such as early adopter
Adopted by special review site rather than on-line shopping mall
Providing information relating to product by both text and image
Providing information relating to the specific design and function of product
Difficulty of achieving information relating to product when the amount of
Product Review is huge
Difficulty of recovering the reliability of relating product when Product Review
is biased
– Run a commercialized review site
15
Product Review Style Approach
Dashboard Style
Characteristic
Adopting to offer more implicative and faster information
Making purchasers to record with Product Review
Marking the core characteristic related to product by satisfaction measurement
On-line shopping mall offers the category related to satisfaction measurement
– Making limited facts to express the purchasers’ opinions
Easy to achieve information related to product when the amount of Product
Review is huge
Occurring the tendency of centralized if it’s made insincerely
Type
– 5 or 7 Scale of Star, Bar type
– Inaccurate expression of Frequency
16
Minimalism and Product Review
In Product Review, introducing of minimalism is needed to provide essential
information for potential purchasers to purchase
Reason of introducing minimalism to Product Review
Overcome limitation of standard form(Product Review) and offer actual reality
What is Minimalism?
The minimum, the least, and the smallest
A principle of the smallest which is used in the field of art and music, it’s
spreading into literature, fashion, architecture, and any single area
Characteristic of Minimalism
Denying traditional art concept which is based on abundance of emotion and self
expression
Free spirit and brevity
17
Minimalism and Product Review
The Blind Men and the Elephant
Wrong Delivery of Information Makes the Distortion of Information
Wrong Delivery of Information Makes the Distortion of Information
18
Minimalism and Product Review
Trend of “Minimalism” in the electronic products
19
Minimalism and Product Review
Minimalism is also adopted by web design
Give up the flourish purple design in blog design and daringly select the design based of white with minimized image(D. Keith Robinson)
Selecting minimalism rather than flourish to focus on the contents
Exclude the unnecessary information and follow the simple design and concentrate on core
before after
20
Satoshi, et al(2002)
“Mining Product reputations on the web”
Product review about Research trend
Minimalism and Product Review
21
Product review about Research trendDave et al(2003)
“Mining the Peanut Gallery: Opinion Extraction and Semantic Classification of Product Reviews”
Minimalism and Product Review
22
Product review about Research trendMing Hu and Bing Liu(2004)
“Mining and Summarizing Customer Reviews”
Minimalism and Product Review
23
Product review about Research trendBing, et al(2005)
“Opinion Observer : Analyzing and ComparingOpinions on the Web”
Minimalism and Product Review
24
Product review about Research trendGamon, et al(2005)
“Pulse: Mining Customers OpinionsFrom Free Text”
Minimalism and Product Review
25
Summary
Product Review is used to activate E-Commerce and to help potential
purchaser to buy
Research puts emphasis on applying of actual comment from purchasers
Different from information of on-line shopping mall in quality
Trying to abstract necessary information from the text-based Product
Review
Minimalism and Product Review
26
Purpose
전자상거래 활성화 차원에서의 Product Review 의 역할 조사
잠재구매자의 구매에 도움이 되는 Product Review 의 유형을 조사
Minimalism 이 적용된 Product Review 의 선호도 조사
Methodology
Questionnaire Survey 실시
Results
5 종류의 Product Review 를 제시
제품 유형별 Product Review 선호도 조사
Empirical Study
27
Empirical Study
Demographical Characteristics
평균 1.13 회인터넷 쇼핑 횟수 ( 월 )
스포츠 /레져용품 , 컴퓨터 /가전 , 음반 /서적주요 구매 품목
평균 8.7 만원1 회 평균 구매 금액
평균 1.32 시간인터넷 사용시간 (1 일 )
평균 65 개월 (5 년 이상 )Internet 이용 경력
푱평균 400 만원Incomes (a month)
대졸 이상Education
3~40 대Age
28
제시 유형
Empirical Study
구매고객의 리뷰에서주요 제품속성을 추출하여 빈도를 그래프로표시한 형태
D 형
구매에 필요한 정보를최소한으로 요약한형태
사이트에서 제시한 제품 관련 속성에 대한만족/불만족을 그래프로 표시한 형태빈도는 알 수 없음
텍스트와 구매자의 만족도를 표시한 형태만족도는 쇼핑몰에서제시한 항목임
텍스트로만 작성된리뷰
E 형C 형B 형A 형
구매고객의 리뷰에서주요 제품속성을 추출하여 빈도를 그래프로표시한 형태
D 형
구매에 필요한 정보를최소한으로 요약한형태
사이트에서 제시한 제품 관련 속성에 대한만족/불만족을 그래프로 표시한 형태빈도는 알 수 없음
텍스트와 구매자의 만족도를 표시한 형태만족도는 쇼핑몰에서제시한 항목임
텍스트로만 작성된리뷰
E 형C 형B 형A 형
29
선호도
Empirical Study
구매고객의 리뷰에서주요 제품속성을 추출하여 빈도를 그래프로표시한 형태
D 형
구매에 필요한 정보를최소한으로 요약한형태
사이트에서 제시한 제품 관련 속성에 대한만족/불만족을 그래프로 표시한 형태빈도는 알 수 없음
텍스트와 구매자의 만족도를 표시한 형태만족도는 쇼핑몰에서제시한 항목임
텍스트로만 작성된리뷰
E 형C 형B 형A 형
구매고객의 리뷰에서주요 제품속성을 추출하여 빈도를 그래프로표시한 형태
D 형
구매에 필요한 정보를최소한으로 요약한형태
사이트에서 제시한 제품 관련 속성에 대한만족/불만족을 그래프로 표시한 형태빈도는 알 수 없음
텍스트와 구매자의 만족도를 표시한 형태만족도는 쇼핑몰에서제시한 항목임
텍스트로만 작성된리뷰
E 형C 형B 형A 형
컴퓨터 /가전스포츠 /레져생활용품음반 /서적 여행유아 /아동 의류 /패션식품화장품
필요한 정보를 최소한으로 요약한 Product Review (E 형 ) 선호 확인
30
Empirical Study
소비자 관점에서의 Product Review
평가
유용성
0
20
40
60
80A
B
CD
E
이용방법 문제해결
이동용이 이용편리
유용성• 이용방법• 사용상 발생하는 문제에 대한 해결• 다른 메뉴로의 이동• 이용의 편리성
디자인 • 디자인
정보
• 정확성• 신뢰성• 시기적절성• 관련정보 제공능력• 이해성• 수준• 형태
신뢰성 • 평판
평 가 영 역
디자인
- 1010
3050
70
90A
B
CD
E
E
E
31
Empirical Study
소비자 관점에서의 Product Review
평가
정보
0
20
40
60
80A
B
CD
E정확성
신뢰성
시기성
구매정보
이해용이
상세정보
이해용이
유용성• 이용방법• 사용상 발생하는 문제에 대한 해결• 다른 메뉴로의 이동• 이용의 편리성
디자인 • 디자인
정보
• 정확성• 신뢰성• 시기적절성• 관련정보 제공능력• 이해성• 수준• 형태
신뢰성 • 평판
평 가 영 역
평판
0
20
40
60A
B
CD
E
E
E
32
Product Review’s role as intelligent help is needed
Useful for all of potential purchaser, seller/manufacturer
The ability of defining “what kind of information does really need” for potential
purchasers is needed
“Minimalism” which refines a great quantity of information is needed
Manage Product Review in the circumstances of Minimalism
Conclusion
promote the convenience of on-line shopping
Promote the activation of E-Commerce
34
Appendix
개월 빈도 퍼센트 유효 퍼센트 누적퍼센트
4 1 2.325581 2.325581 2.325581
5 1 2.325581 2.325581 4.651163
12 2 4.651163 4.651163 9.302326
24 2 4.651163 4.651163 13.95349
36 1 2.325581 2.325581 16.27907
48 1 2.325581 2.325581 18.60465
50 1 2.325581 2.325581 20.93023
60 23 53.48837 53.48837 74.4186
70 1 2.325581 2.325581 76.74419
80 1 2.325581 2.325581 79.06977
84 1 2.325581 2.325581 81.39535
120 6 13.95349 13.95349 95.34884
123 1 2.325581 2.325581 97.67442
150 1 2.325581 2.325581 100
합계 43 100 100
0.00 30.00 60.00 90.00 120.00 150.00
이용경력
0
5
10
15
20
25
빈도
Mean = 65.6279Std. Dev. = 33.6523N = 43
히스토그램Internet Experience
35
Appendix
Internet using time / a day
빈도 퍼센트 유효 퍼센트 누적퍼센트
1 30 69.76744 69.76744 69.76744
2 12 27.90698 27.90698 97.67442
3 1 2.325581 2.325581 100
합계 43 100 100
빈도 퍼센트 유효 퍼센트 누적퍼센트
5 회 이하 40 93.02326 93.02326 93.02326
10 회 이하 1 2.325581 2.325581 95.34884
15 회 이하 1 2.325581 2.325581 97.67442
15 회 이상 1 2.325581 2.325581 100
합계 43 100 100
Internet shopping frequency / a month
0.00 1.00 2.00 3.00 4.00 5.00
쇼핑횟수
0
10
20
30
40
빈도
Mean = 1.1395Std. Dev. = 0.55982N = 43
히스토그램