IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v90y2026ics0969698925004564.html

A dual-orientation framework integrating explicit and silent information for Mobile game improvement and publicity: An asymmetry and term-level CR analysis based on online reviews

Author

Listed:
  • Liu, Yanze
  • You, Tian-Hui
  • Cao, Bing-Bing
  • Zou, Junrong

Abstract

This study proposes a dual-orientation framework for mining customer requirements (CRs) from online reviews to support product improvement and publicity in mobile games. Existing research often overlooks silent information embedded in unmentioned CRs, limiting the effectiveness of strategic decision-making. Our framework integrates explicit and silent information through term-level asymmetry analysis. Specifically, BERTopic and BW-CNN are used to extract CRs and sentiments, while SHAP quantifies their influence on satisfaction. A four-quadrant perception model is developed to conduct asymmetry analysis of silent information, and the Kano model is applied to perform asymmetry analysis of explicit feedback. Finally, LIME-based term contribution analysis integrates these perspectives to evaluate the priorities of CR improvement and publicity. Experiments on 72,000 reviews from eight mobile games demonstrate the effectiveness of the proposed method in providing a comprehensive understanding of customer perceptions and supporting more targeted product improvement and publicity strategies.

Suggested Citation

  • Liu, Yanze & You, Tian-Hui & Cao, Bing-Bing & Zou, Junrong, 2026. "A dual-orientation framework integrating explicit and silent information for Mobile game improvement and publicity: An asymmetry and term-level CR analysis based on online reviews," Journal of Retailing and Consumer Services, Elsevier, vol. 90(C).
    • Handle: RePEc:eee:joreco:v:90:y:2026:i:c:s0969698925004564
    DOI: 10.1016/j.jretconser.2025.104677
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698925004564
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2025.104677?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to

    for a different version of it.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:90:y:2026:i:c:s0969698925004564. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.