用户在线评论数据挖掘的网商信用度分析  

The Analysis of Credit Standing of E-businessman Based on the Data Mining of Users' Online Evaluation

作　　者：毕达宇[1,2] 夏晓旭[2] 王婧[2] 

机构地区：[1]华中师范大学湖北省电子商务研究中心,武汉430079 [2]华中师范大学信息管理学院,武汉430079

出　　处：《现代图书情报技术》2014年第7期77-83,共7页New Technology of Library and Information Service

基　　金：湖北省社会科学基金项目"电子商务信用信息管理理论与实践研究"(项目编号:2013238);华中师范大学中央高校基本科研业务费项目"电子商务信用管理研究"(项目编号:CCNU13A06009)的研究成果之一

摘　　要：【目的】对搭载第三方电子商务平台的网商信用度进行分析。【方法】通过德尔菲法确立网商信用度评价指标体系权值;运用中文分词技术及情感词极性识别方法对用户评价进行量化;运用灰色关联分析方法对获取的数据进行信用度得分计算。【结果】通过用户对网商信用度的评价,得出网商信用度在非常好、较好、一般及较差4个等级的用户评价隶属度,进而反映出网商的信用度。【结论】通过对用户的在线评价进行分析,针对用户评论信息存在的小样本性、信息内容的不完整性,选择灰色关联分析方法,提出能够针对网商的信用度制定一个较为合理可行的评价方法。该评价方法能够在相对统一的标准下自动对用户评价内容进行量化,并在计算结果中体现不同评价区间的用户群体分布。[Objective] This article discusses the credit of e-businessmen who used the third party e-business platform. [Methods] First, the weight of e-businessmen credit evaluation index system should be made clearly. Secondly, the reviews of customers are quantified by Chinese words segmentation technology and emotional word polarity identification method. Thirdly, the credit of e-businessmen is calculated with grey correlation analysis method. [Results] The degrees of membership of four levels, which include best, better, general and poor level are calculated. Then, it can be concluded the credit of e-businessman by using the result. [Conclusions] With the method of grey correlation analysis in the situation of incomplete information and small sample, the authors can formulate a reasonable method of evaluating the credit of e-businessman using the review of customers. This method can quantify the contents in a relatively unified standard, and acquire the distribution of different evaluation.

关 键 词：在线评论 网商信用度 评价指标体系 灰色关联分析 

分 类 号：TP311.13[自动化与计算机技术—计算机软件与理论]