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Journal of theoretical and applied electronic commerce research

versión On-line ISSN 0718-1876

Resumen

FIDAN, Hüseyin. Grey Relational Classification of Consumers' Textual Evaluations in E-Commerce. J. theor. appl. electron. commer. res. [online]. 2020, vol.15, n.1, pp.48-65. ISSN 0718-1876.  http://dx.doi.org/10.4067/S0718-18762020000100105.

Companies have gained important advantages by the development of electronic commerce. Consumer evaluations in electronic environment offer great possibilities for analysis. The fact that the consumer opinions are comprised of textual data, analyzes have complicated and challenging process. In recent years, it is seen that text mining methods are used in analyzes in the literature. However, the evaluations of consumers which are formed by short texts make it necessary to realize the analysis with insufficient data. The weighting methods such as Term Frequency and Term Frequency-Inverse Document Frequency as well as common used classification algorithms such as Naïve Bayes and Support Vector Machine have some inadequacies in short text analysis. In this study, a grey relational classification model based on Vector Space Model and Bag of Words has been developed. The model was first applied to the positive-negative categorization of the evaluations, then, applied to the classification of negative evaluations. It was determined that the accuracy level of the model is higher than the classification algorithms commonly used in short text. According to the results of the research, 9637 negative evaluations in 24479 consumer opinion were determined, and 50.4% of the negative evaluations were found to have the most problems related to product.

Palabras clave : Consumer relationships management; Consumer evaluation analysis; Text mining; Grey system theory; Grey relational classification.

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