Voice of the Customers: Mining Online Customer Reviews for Product Feature-Based Ranking
Source: Northwestern University
Increasingly large numbers of customers are choosing online shopping because of its convenience, reliability, and cost. As the number of products being sold online increases, it is becoming increasingly difficult for customers to make purchasing decisions based on only pictures and short product descriptions. On the other hand, customer reviews, particularly the text describing the features, comparisons and experiences of using a particular product provide a rich source of information to compare products and make purchasing decisions. Online retailers like Amazon.com allow customers to add reviews of products they have purchased. These reviews have become a diverse and reliable source to aid other customers. Traditionally, many customers have used expert rankings which rate limited a number of products.