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| Credibility Research on Chinese Online Customer Reviews |
| Hao Mei1, Yang Xiaoyuan2 |
1. Dongling School of Economics and Management, University of Science and Technology Beijing, Beijing 100083, China;
2. School of Management, Fudan University, Shanghai 200433, China |
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Abstract [Objective] This paper proposes a review credibility sorting model in order to assist customers to make the best shopping decision. [Methods] The review credibility indexes are adjusted and optimized on the Visual Studio application development platform. Through questionnaire investigation to obtain the indexes score, credibility sorting model is constructed by Fuzzy Analytic Hierarchy Process. [Results] The experiment resualts show that compared with the Web original reviews, the new reviews sorting method is more scientific and reasonable. Those reviews without “helpful vote” are not necessarily unreliable, so the “helpful vote” is important to review credibility, but not the only factor which determines the credibility. [Limitations] People have different attitudes on factor's weight, so the future work should attach more importance to the expertise of rating factors. [Conclusions] The sorting model in this paper synthesizes several indexes and adjustment methods, thus it provides a new credibility sorting method which considering objective information and semantic features for the Chinese online customer reviews.
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Received: 06 August 2014
Published: 17 March 2015
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