Al-Natour S, Turetken O, (2020), A comparative assessment of sentiment analysis and star ratings for consumer reviews, International Journal of Information Management, Volume 54, October 2020, 102132

https://www.sciencedirect.com/science/article/abs/pii/S0268401219311181

Mots clés : Analyse des sentiments, Bouche à oreille, Avis des consommateurs, Apprentissage automatique, Évaluation comparative

Résumé : Le bouche à oreille électronique est important et abondant dans les domaines de consommation. Les consommateurs et les fournisseurs de produits / services ont besoin d’aide pour comprendre et naviguer dans les espaces d’informations qui en résultent, qui sont vastes et dynamiques. Le ton général ou la polarité des avis, blogs ou tweets fournit une telle aide. Dans cet article, nous explorons la viabilité de l’analyse automatique des sentiments pour évaluer la polarité d’un produit ou d’un examen de service. Pour ce faire, nous examinons le potentiel des principales approches de l’analyse des sentiments, ainsi que les notes en étoiles, pour capturer le véritable sentiment d’un avis

Grandes lignes :

• L’analyse des sentiments peut être utilisée pour déterminer le ton général d’un avis de consommateur.

• Nous comparons la sortie de plusieurs outils d’analyse des sentiments entre eux et avec les notes en étoiles.

• Les résultats montrent que l’analyse des sentiments peut remplacer, et surpasse souvent, les notes.

• Facteurs contextuels, tels que le type de produit, une précision d’analyse des sentiments modérée.

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https://www.sciencedirect.com/science/article/pii/S016792361830109X

Mots clés : Avis des consommateurs en ligne, Réseau neuronal artificiel, Analyse des sentiments, Durée de l’examen, Note d’évaluation

Résumé : Bien qu’il existe des preuves que la longueur de l’examen, le score de l’examen et le cadre d’argumentation peuvent avoir une incidence sur les perceptions des consommateurs concernant l’utilité des évaluations des consommateurs en ligne, les études n’ont pas encore identifié les niveaux les plus appropriés de ces facteurs en termes de maximisation de l’utilité perçue de ces évaluations. En nous appuyant sur les théories du biais de négativité et de la sommation des indices, nous proposons un modèle théorique qui explique l’utilité des revues en ligne en fonction des caractéristiques spécifiques de ces revues (c.-à-d. La longueur, le score, la trame d’argument). Le modèle est validé empiriquement à l’aide de deux ensembles de données d’avis de consommateurs en ligne liés aux produits et services d’Amazon.com et Insureye.com respectivement. De plus, nous utilisons un réseau neuronal artificiel comme approche pour prédire l’utilité d’un examen donné en fonction de ses caractéristiques. Les résultats révèlent que les avis de consommateurs en ligne les plus utiles sont ceux qui sont associés à une longueur moyenne, à des notes d’avis plus faibles et à un cadre d’arguments négatif ou neutre. Les résultats révèlent également qu’il n’y a pas de différence majeure entre les caractéristiques des avis de consommateurs en ligne les plus utiles concernant les produits ou services. Enfin, les résultats révèlent que le facteur le plus utile pour prédire l’utilité d’un avis de consommateur en ligne est la longueur de l’avis. Les contributions théoriques et pratiques sont décrites.

Grandes lignes :

• Plusieurs méthodes ont été utilisées, notamment l’analyse des sentiments.

• Les avis utiles ont une longueur moyenne, des scores inférieurs et un cadre d’arguments négatif.

• Il n’y a aucune différence entre les avis les plus utiles sur les produits ou services.

• Le facteur le plus utile pour prédire l’utilité d’un avis de consommateur est la longueur.

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Srivastana V, Karlo A, (2019), Enhancing the Helpfulness of Online Consumer Reviews: The Role of Latent (Content) Factors, Journal of Interactive Marketing, Volume 48, November 2019, Pages 33-50

https://www.sciencedirect.com/science/article/abs/pii/S1094996818300744

Mots clés : Avis des consommateurs en ligne, Traitement du langage naturel, Exploration de texte, Analyse de contenu, Qualité de l’argument, Message valence

Résumé : Des études empiriques antérieures ont analysé l’influence des facteurs manifestes du contenu des avis en ligne et des facteurs liés aux examinateurs sur l’utilité des avis en ligne. Cependant, l’influence des facteurs de contenu latents, qui sont impliqués dans le texte et qui entraînent des perceptions différentielles de l’utilité des destinataires de l’avis, ont été ignorées. Par conséquent, en utilisant la lentille du modèle de vraisemblance d’élaboration, nous développons un modèle complet pour étudier l’influence des facteurs liés au contenu et aux réviseurs sur l’utilité de la révision. Cette étude comprend non seulement les facteurs manifestes liés au contenu et aux examinateurs, mais également les facteurs de contenu latents consistant en la qualité des arguments (exhaustivité, clarté, lisibilité et pertinence) et la valence du message. Les résultats montrent que les variables de contenu de révision latentes comme la qualité des arguments et la valence influencent mieux l’utilité des critiques et au-delà des facteurs liés au contenu de l’avis et aux réviseurs manifestes précédemment étudiés.. Les résultats montrent que les variables de contenu de révision latentes comme la qualité des arguments et la valence influencent mieux l’utilité des critiques et au-delà des facteurs liés au contenu de la revue et aux réviseurs manifestes précédemment étudiés. Les résultats montrent que les variables de contenu d’avis latents comme la qualité des arguments et la valence influencent mieux l’utilité des critiques et au-delà des facteurs liés au contenu de l’avis et aux examinateurs manifestes précédemment étudiés.

Grandes lignes :

• Les facteurs de contenu latents (qualité des arguments et valence de la révision) sont des prédicteurs significatifs de l’utilité de l’avis.

• L’étude définit opérationnellement la qualité de l’argument qui comprend l’exhaustivité, la clarté, la lisibilité et la pertinence.

• Un examen complet réduit l’incertitude autour des différents attributs de produit / service.

• La clarté et la lisibilité améliorées conduisent à une plus grande adoption de la recommandation de message dans un avis en ligne.

• Le contenu non pertinent dans les avis réduit son utilité.

• L’influence de la valence du message est complexe. Les avis positifs sont jugés moins utiles que les avis négatifs.

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Ortega B, (2020), When the performance comes into play: The influence of positive online consumer reviews on individuals’ post-consumption responses, Journal of Business Research

Volume 113, May 2020, Pages 422-435

https://www.sciencedirect.com/science/article/abs/pii/S0148296319304965

Mots clés : Avis des consommateurs en ligne, Niveau de performance, Positivité perçue, Réponses post-consommation, Forme fonctionnelle en U

Résumé : Cet article vise à étudier l’influence des avis post achat positifs sur les réponses post-consommation, à savoir l’attitude envers les entreprises et les intentions de rachat. Il différencie si le niveau de performance pendant la consommation était élevé ou faible, c’est-à-dire si le produit a atteint les objectifs fixés par les consommateurs. À cette fin, le document aborde les avis post achat positifs dans une double approche. Premièrement, il analyse l’effet de l’intensité de valence positive, en tenant compte des avis post achat neutres-indifférents, modérément positifs et extrêmement positifs. Deuxièmement, il teste l’influence de la positivité perçue des avis post achat par les individus. Les résultats montrent que les mêmes avis post achat peuvent avoir une influence positive ou négative sur les individus.

Grandes lignes :

• Les avis post achat positifs et les performances influencent conjointement les réponses post-consommation

• Les avis post achat positifs peuvent avoir des effets négatifs sur les réponses post-consommation

• Les relations entre la positivité perçue des avis post achat et les réponses post-consommation suivent des formes fonctionnelles curvilignes

• Si les performances sont faibles, des relations en U inversé sont identifiées

• Si les performances sont élevées, des relations en U sont identifiées

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Xu X, (2020), Examining the role of emotion in online consumer reviews of various attributes in the surprise box shopping model, Decision Support Systems

Available online 15 June 2020, 113344

https://www.sciencedirect.com/science/article/pii/S0167923620300993

Mots clés : Émotion des consommateurs, Avis des consommateurs en ligne, Attributs de produit et de service, Boite surprise

Résumé : La concurrence féroce entre les détaillants exige la création de nouveaux modèles de vente au détail. Le marketing émotionnel visant à susciter les émotions positives des consommateurs attire la demande. Dans ce contexte, le modèle de la boîte surprise, dans lequel une entreprise notifie les consommateurs par le biais d’un abonnement, puis envoie des boîtes de courrier de nouveaux produits sans répétition, a émergé pour se développer rapidement. Cette étude examine le rôle des émotions des consommateurs dans leur comportement de rédaction d’avis en ligne dans le contexte du modèle de magasinage surprise. Nous trouvons pour les attributs du produit, du service et de l’accomplissement, mais pas pour la valeur; les consommateurs ont tendance à commenter davantage dans les avis lorsqu’ils ont une émotion extrême, positive ou négative. Les consommateurs commentent encore plus lorsqu’ils ont une émotion extrêmement négative que lorsqu’ils ont une émotion extrêmement positive. En outre, nous constatons que la période d’abonnement, l’expérience et la satisfaction globale des consommateurs affectent leur comportement de révision, qui dépend des attributs particuliers sur lesquels les consommateurs commentent.

Grandes lignes :

• Nous exaltons l’émotion des consommateurs et les retours en ligne dans le modèle de boîte surprise.

• L’émotion positive et négative des consommateurs affecte les évaluations en ligne de chaque attribut.

• La période d’abonnement et l’expérience affectent les évaluations en ligne de chaque attribut.

• La satisfaction globale des consommateurs affecte les évaluations en ligne de chaque attribut.

• L’émotion a différents effets modérateurs sur les avis en fonction des attributions.

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Helversen B, Abramczuk K, Kopeć W, Nielek R, (2018), Influence of consumer reviews on online purchasing decisions in older and younger adults, Decision Support Systems

Volume 113, September 2018, Pages 1-10

https://www.sciencedirect.com/science/article/pii/S0167923618300861

Mots clés : Prise de décision des consommateurs, Adultes, Évaluations des consommateurs, Avis des consommateurs, Preuves anecdotiques

Résumé : Cet article montre que les attributs des produits, les notes moyennes des consommateurs et les avis de consommateurs positifs ou négatifs riches en effets ont influencé les décisions d’achat en ligne hypothétiques des jeunes et des personnes âgées. Conformément à des recherches antérieures, on voit que les jeunes adultes utilisaient les trois types d’information : ils préféraient clairement des produits avec de meilleurs attributs et des notes moyennes des consommateurs plus élevées. Si faire un choix était difficile car il impliquait des compromis entre les attributs du produit, la plupart des jeunes adultes ont choisi le produit le mieux noté. Cependant, la préférence pour le produit mieux noté pourrait être annulée par un seul examen négatif ou positif riche en effets. Les personnes âgées ont été fortement influencées par un seul examen négatif riche en effets et ont également pris en considération les attributs du produit; cependant, ils n’ont pas pris en compte les notes moyennes des consommateurs ou les avis positifs uniques riches en effets. Ces résultats suggèrent que les personnes âgées ne considèrent pas les informations agrégées des consommateurs et les avis positifs se concentrant sur les expériences positives avec le produit, mais sont facilement influencées par les avis faisant état d’expériences négatives.

Grandes lignes :

• Sont étudiées les intentions d’achat en ligne chez les personnes âgées et les étudiants.

• Est étudié l’impact des notes moyennes des consommateurs et des critiques émotionnelles uniques.

• Les étudiants mais pas les adultes plus âgés ont été fortement influencés par les notes moyennes des consommateurs.

• Chez les étudiants, les avis positifs et négatifs ont annulé l’effet des notes moyennes.

• Les personnes âgées ont été influencées par des critiques individuelles négatives, mais pas par des critiques positives.

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Mirtalaie M, Hussain O, Chang E, Hussain F, (2018), Extracting sentiment knowledge from pros/cons product reviews: Discovering features along with the polarity strength of their associated opinions, Expert Systems with Applications, Volume 114, 30 December 2018, Pages 267-288

https://www.sciencedirect.com/science/article/abs/pii/S0957417418304718

Mots clés : Analyse des sentiments basé sur les fonctionnalités, Avantages / inconvénients des produits,Force de polarité, Arborescence des produits

Résumé : L’extraction des connaissances sur les sentiments est un domaine de recherche en croissance dans la littérature. Il aide à analyser les opinions des utilisateurs sur différentes entités ou événements, qui peuvent ensuite être utilisées par les analystes à diverses fins. En particulier, l’analyse des sentiments basée sur les fonctionnalités est l’un des domaines de recherche difficiles qui analyse les opinions des utilisateurs sur les différentes fonctionnalités d’un produit ou d’un service. Parmi les trois formats pour les évaluations de produits, notre objectif dans cet article se limite à l’analyse du type avantages / inconvénients. En raison de la nature des avis pour / contre, ils sont généralement concis et suivent une structure différente des autres types d’avis. Par conséquent, des techniques spécialisées sont nécessaires pour analyser ces avis et extraire les caractéristiques des produits discutés par les clients ainsi que leurs attitudes personnelles

Grandes lignes :

• Extraction de fonctionnalités à l’aide de règles syntaxique à partir des avis pour / contre.
• Déterminer la polarité de l’opinion en fonction de sa force émotionnelle.
• Comparer les résultats avec des approches de pointe dans différentes tâches.

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Sun X, Han M, Feng J, (2019), Helpfulness of online reviews: Examining review informativeness and classification thresholds by search products and experience products, Decision Support Systems, Volume 124, September 2019, 113099

https://www.sciencedirect.com/science/article/pii/S0167923619301289

Mots clés : Avis en ligne, Recherche de produits, Découverte de produits, Prédiction de l’utilité

Résumé : La surcharge d’informations rend souvent difficile pour les consommateurs d’identifier les avis de produits en ligne utiles grâce à la fonction traditionnelle de « votes utiles»; par conséquent, il est devenu particulièrement important d’identifier efficacement les avis utiles. En différenciant les produits de recherche des produits d’expérience, cette recherche examine l’impact de différentes mesures de l’information communiquée par les avis sur l’utilité des avis et propose différents seuils de classification pour identifier individuellement l’utilité des avis en ligne pour les produits de recherche et pour les produits d’expérience, respectivement. Toutes les expériences ont été menées à l’aide d’un ensemble de données de JD.com, l’un des plus grands marchés électroniques en ligne en Chine. Nos résultats offrent des lignes directrices pour concevoir différentes normes de classification de l’utilité pour les produits de recherche et pour les produits d’expérience.

Grandes lignes :

• Les différences entre les produits de recherche et les produits d’expérience modèrent la perception des consommateurs quant à l’utilité des avis.
• Nous confirmons différents seuils de classification pour les produits de recherche et d’expérience.
• Amélioration des performances de classification grâce à nos variables et seuils proposés
• Le nombre d’attributs et la longueur moyenne des attributs mesurent le caractère informatif de l’examen.

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Li K, Chen Y, Zhang L, (2020), Exploring the influence of online reviews and motivating factors on sales: A meta-analytic study and the moderating role of product category, Journal of Retailing and Consumer Services, Volume 55, July 2020, 102107

https://www.sciencedirect.com/science/article/abs/pii/S0969698919304011

Mots clés : Avis en ligne, Facteurs motivants, Ventes de produits, Catégorie de produit, Méta-analyse, Effet modérateur

Résumé : Les avis en ligne, qui influencent considérablement les ventes de produits, ont été un sujet de recherche central dans le domaine du marketing. Pendant ce temps, certains facteurs de motivation liés aux détaillants en ligne ont été liés aux ventes de produits. Alors que plusieurs articles ont examiné l’impact entre les critiques en ligne et les facteurs de motivation sur les ventes de produits, de nombreuses conclusions tirées sont contradictoires. À partir de 28 études axées sur les avis et les ventes en ligne, cette étude effectue une méta-analyse pour analyser les véritables impacts de six facteurs liés aux avis (c.-à-d. Le nombre d’avis, le nombre d’étoiles, l’écart-type des notes, l’utilité, la durée de l’avis et le sentiment) et deux facteurs de motivation (c.-à-d. rabais sur les prix et expédition spéciale) sur les ventes de produits. Pendant ce temps, ce document étudie également comment un facteur lié au produit (c.-à-d. L’âge du produit) et un facteur lié aux examinateurs (i. e., la réputation de l’examinateur) influencent la relation entre les avis en ligne et les ventes de produits. De plus, pour étudier l’effet modérateur de la catégorie de produits, nous divisons la littérature sélectionnée en deux sous-groupes qui sont des produits de recherche et d’expérience. Les résultats indiquent que seules la longueur de l’examen et l’expédition spéciale n’ont pas d’impact significatif sur les ventes de produits, tandis que la catégorie de produit a un effet modérateur valide et spécifique sur la relation entre ces déterminants et les ventes. Les conclusions présentées auront des implications importantes pour la recherche universitaire et les futures pratiques de l’industrie. Nous divisons la littérature sélectionnée en deux sous-groupes qui sont des produits de recherche et d’expérience. Les résultats indiquent que seule la durée de l’examen et l’expédition spéciale n’ont pas d’impact significatif sur les ventes de produits, tandis que la catégorie de produit a un effet modérateur valide et spécifique sur la relation entre ces déterminants et les ventes. Les conclusions présentées auront des implications importantes pour la recherche universitaire et les futures pratiques de l’industrie. Nous divisons la littérature sélectionnée en deux sous-groupes qui sont des produits de recherche et d’expérience. Les résultats indiquent que seules la durée de l’examen et l’expédition spéciale n’ont pas d’impact significatif sur les ventes de produits, tandis que la catégorie de produit a un effet modérateur valide et spécifique sur la relation entre ces déterminants et les ventes. Les conclusions présentées auront des implications importantes pour la recherche universitaire et les futures pratiques de l’industrie.

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Craciun G, Moore K, (2019), Credibility of negative online product reviews: Reviewer gender, reputation and emotion effects, Computers in Human Behavior, Volume 97, August 2019, Pages 104-115

https://www.sciencedirect.com/science/article/pii/S0747563219301025

Mots clés : Bouche à oreille électronique, Stéréotypes de genre, Émotion, Crédibilité de l’examinateur, Avis sur les produits, Expressions émotionnelles, Théorie de l’espérance linguistique

Résumé : La documentation électronique sur le bouche-à-oreille confirme la conclusion solide selon laquelle les avis négatifs influencent généralement plus le comportement des consommateurs que les avis positifs. De plus, des études récentes suggèrent qu’une grande partie du biais de négativité est motivée par les émotions distinctes intégrées dans le contenu du bouche à oreille négatif  et les effets d’interaction entre les émotions et d’autres facteurs sources. Bien que le sexe de la source d’information soit une heuristique courante utilisée dans l’évaluation des messages, il s’agit de la première étude à examiner l’effet des stéréotypes de genre sur le bouche à oreille émotionnel. Deux expériences basées sur le Web montrent que lorsque des indices de réputation de critique sont présents, le contenu émotionnel dans le bouche à oreille négatif diminue la crédibilité des critiques masculins et l’utilité de leurs critiques, mais n’affecte pas les critiques rédigées par des femmes. En revanche, lorsque les indices de réputation sont absents, la présence d’émotions dans le bouche à oreille négatif diminue la crédibilité des examinateurs féminins, mais pas celle des examinateurs masculins. L’indice de réputation a un effet positif sur la crédibilité et l’utilité du bouche à oreille négatif.

Grandes lignes :

• Le bouche-à-oreille négatif influe généralement davantage sur le comportement des consommateurs que le bouche-à-oreille positif.
• Cette étude examine les effets de la réputation et des stéréotypes liés au sexe sur la crédibilité et l’utilité du bouche-à-oreille négatif
• Lorsque les indices de réputation des évaluateurs étaient absents, le contenu émotionnel du bouche-à-oreille négatif a nui à l’évaluation des critiques rédigées par des femmes
• Lorsque les indices de réputation des examinateurs étaient présents, le contenu émotionnel du bouche-à-oreille négatif a nui à l’évaluation des critiques rédigées par des hommes.
• L’indice de réputation a eu un effet positif sur la crédibilité et l’utilité du bouche-à-oreille négatif.

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