ABSTRACT
The number of user generated content has an explosive growth, due to the rapid
development of Internet. This kind of phenomenon provides rich materials for the
academic research, also a better way for enterprises to understand consumers’ demand
and their feelings of product performance. However, there are only a few paper about
how to get product evaluation from the user generated content in the domestic. Many
foreign literatures about UGC cannot be used directly to evaluate products in china for
the language differences.
In the study, this paper builds a product evaluation system which is suitable for
online comments. Then, to verify the feasibility of this method, we collected more than
500 online comments, and make an analysis of these data by using word segmentation
technology and Fuzzy Comprehensive Evaluation. Finally, we compare our results with
the product evaluation index on Taobao website, finding that our evaluation method is
more detailed and more targeted.
We are different with previous product evaluation method. First of all, this article
is based on online customers product comments, rather than the questionnaire, in-depth
interviews or focus group discussion; Secondly, we embarks from the customers'
product concerns, rather than the concerns of firms ; thirdly, based on computer word
cutting technology and fuzzy comprehensive evaluation , our method can focus on
consumers' feeling of product performance over time ,so as to understand the dynamic
changes of the product evaluation.
Key words: User generated content; Product evaluation; text data; Fuzzy
comprehensive evaluation
