[Objective] This study conducts a comprehensive analysis of huge amount of reviews generated by E-commerce website users, aiming to assess the marketing strategies. [Methods] We used syntactic parsing, bag of words model and machine learning techniques to examine real-world datasets from JD and TMall. The proposed method could analyze sentiment and extract opinion from the reviews automatically. [Results] The accuracy of the sentiment analysis was 90%. We constructed an automatic vocabulary building mechanism without dictionary dependency. The F-measure of the new system was 71%. [Limitations] The recall of the opinion extraction needs to be improved. [Conclusions] The proposed system could effectively monitor the word-of-mouth issues facing products sold online. It could be transferred to many online business.
(CNNIC. 2015 China Online Shopping Market Research Report [R]. Beijing: China Internet Network Information Center, 2016.)
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