在线产品评论用户满意度综合评价研究  

Customer Satisfaction Degree Evaluation of Online Product Review

作　　者：吕品[1,2,3] 钟珞[1] 唐琨皓[1,4] 

机构地区：[1]武汉理工大学计算机科学与技术学院,湖北武汉430070 [2]武汉工程大学计算机科学与工程学院,湖北武汉430073 [3]智能机器人湖北省重点实验室,湖北武汉430073 [4]湖南工学院计算机与信息科学学院,湖南衡阳421002

出　　处：《电子学报》2014年第4期740-746,共7页Acta Electronica Sinica

基　　金：国家自然科学基金青年基金(No.61103136);湖北省高等学校优秀中青年科技创新团队计划(No.T201206);湖北省智能机器人重点实验室开放基金(No.200906)

摘　　要：文中提出一种基于灰色理论的用户满意度评价方法。基本思想:根据对各种类型的产品和对象(如旅社、酒店等)的评价具有相对性、不确定性和模糊性(这三种特性统称为灰色性)的特征,将用户满意度分为很满意,满意,一般,不满意和很不满意等五种类型,克服了已有方法将情感分为满意和不满意的粗粒度定性评价缺陷。构建了用户满意度灰色评估模型,为了扩大对各类型产品评价的适应性,引用了相似性情感词匹配词对和对象对应产品的对应性热点词匹配词对来构建用户对产品和对象的满意度评测指标。以实际产品为实验数据对象,仿真结果表明:提出的方法不仅能获得产品或对象的总体满意度结论值VB,还能得到各项评测指标(影响产品或对象的因素)的量化评估结论值VBi,有效解决了定性评价方法的不足,为消费者提供了更详细的消费指导,为商业机构提供了有针对性的生产销售措施。This paper proposed a kind of method to evaluate customer satisfaction degree based on grey theory .Core idea is that the user satisfaction degree is divided into five categories as very satisfied ,satisfied ,ok ,unsatisfied and very unsatisfied accord-ing to the comments ,which are characterized by the relativity ,uncertainty and ambiguity（collectively called Grey trait） ,from variety of products and objects（e .g .hotels ,restaurants） .The proposed method addressed the limit of the common method which only parti -tions qualitatively the customer sentiment into two coarse-grained categories ：satisfied and unsatisfied .A grey model is constructed for evaluating customer satisfaction degree .In order to augment the applicability to evaluate the various types of products ,the match-ing word pair of similar sentiment words and the corresponding top word pair of the object mapping the product are introduced to build the evaluation index by the customer satisfaction degree for the product and object .Experiments are conducted on the real life dataset ,and the results show that it not only obtains the overall satisfaction degree ,but also the quantitative evaluation value of the computed affecting factors of the product and the object .So the proposed method would effectively overcome the disadvantage of qualitative evaluation method ,provide detailed guidance to consumers ,and offer targeted marketing techniques for commercial orga-nizations .

关 键 词：在线产品评论 满意度评价 灰色理论 观点挖掘 相似性情感词匹配词对 对应性热点词匹配词对 

分 类 号：TP311[自动化与计算机技术—计算机软件与理论]