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A novel approach for product competitive analysis based on online reviews

Author

Listed:
  • Zhen He

    (Tianjin University)

  • Lu Zheng

    (Tianjin University)

  • Shuguang He

    (Tianjin University)

Abstract

Recently, online reviews have become a prevalent information source for competitive analysis because they provide rich information on the voices of customers. Based on online reviews, we propose a novel method named Integrated-Degree based K-shell decomposition (ID-KS) to conduct competitive analysis via product comparison networks. Under the consideration of feature differences among products, we apply text-mining approaches and ID-KS to convert online reviews into competitive insights including competitor identification, product comparison, product ranking, brand comparison and market-structure analysis. To validate the feasibility and the effectiveness of ID-KS, we demonstrate our approach in two cases, SUV cars and laptops, and compare it with state-of-the-art methods. The results show that ID-KS analyzes product comparison networks more effectively and properly, and it derives comprehensive comparative insights that are not fully captured by existing studies.

Suggested Citation

  • Zhen He & Lu Zheng & Shuguang He, 2023. "A novel approach for product competitive analysis based on online reviews," Electronic Commerce Research, Springer, vol. 23(4), pages 2259-2290, December.
    • Handle: RePEc:spr:elcore:v:23:y:2023:i:4:d:10.1007_s10660-022-09534-y
    DOI: 10.1007/s10660-022-09534-y
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