A framework for decision making to purchase the best product using feature-based opinions

Abstract

As more people express their thoughts on products on various online shopping platforms, the feelings expressed in these opinions are becoming a significant source of information for marketers and buyers. These opinions have a big impact on consumers’ decision to buy the best quality product. When there are too many features or a small number of records to analyze, the decision-making process gets difficult. A recent stream of study has used the conventional quantitative star score ratings and textual content reviews in this context. In this research, a decision-making framework is proposed that relies on feature-based opinions to analyze the textual content of reviews and classify buyer’s opinions, thereby assisting consumers in making long-term purchases. The framework is proposed in this paper for product purchase decision making based on feature-based opinions and deep learning. Framework consists of four components: i) Pre-processing, ii) Feature extraction, iii) Feature-based opinion classification, and iv) Decision-making. Web scraping is used to obtain the dataset of Smartphone reviews, which is subsequently clean and pre-processed using tokenization and POS tagging. From the tagged dataset, noun labeled words are retrieved, and then the probable product’s features are extracted. These feature-based sentences or reviews are processed using a word embedding to generate review vectors that identify contextual information. These word vectors are used to construct hidden vectors at the word and sentence levels using a hierarchical attention method. With respect to each feature, reviews are divided into five classes: extremely positive, positive, extremely negative, negative, and neutral. The proposed method may readily detect a customer’s opinion on the quality of a product based on a certain attribute, which is beneficial in making a purchase choice.