Extracting Factors through Additional Impression Evaluation Experiment Assessing Both High-rated and Low-rated Reviews Posted at EC Sites
DOI:
https://doi.org/10.52731/liir.v006.336Keywords:
EC site, Factor analysis, Factor loading, High-rated Review, Impression evaluation experiment, Impression wordAbstract
The global diffusion Internet has established electronic commerce (EC) sites where anyone can purchase online. In order to avoid a mismatch between user and products, users can write a review on the product they purchased, helping users refer to the review of the commodity and make decisions. Nevertheless, with more users and items flooded on EC sites, the issues of mismatches are becoming conspicuous. In order to solve these issues, the authors conducted impression evaluation experiment to extract the impression of low-rated reviews. However, the previous analysis yielded only three factors due to insufficient experimental materials. Therefore, this paper reports further experiment with appending high-rated reviews. As a result of the analysis, eight factors are obtained under the fifty impression words. It could be concluded that the approach of extracting impression from the statements can be applicable to the review statements of EC sites under the unbiased experimental materials.
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