Unraveling the anchoring effect of seller’s show on buyer’s show to enhance review helpfulness prediction: A multi-granularity attention network model with multimodal information

Abstract

The prevalence of multimodal data has become commonplace in e-commerce platforms. Both seller showcases (i.e., the seller’s show) and user-generated content (i.e., the buyer’s show) now incorporate diverse modalities, combining both textual and visual elements. In this work, we aim to unraveling the impact of seller’s show on buyer’s show through the anchoring effect. We narrow our research on the specific problem of review helpfulness prediction and further explore whether the anchoring effect can improve the prediction accuracy of review helpfulness. In pursuit of this goal, we develop the Multi-granularity Attention Network Model based on Anchoring Effect (MAN-AE). This model first extracts the multi-granularity features in both seller’s show and buyer’s show and then accounts for the anchoring effect through a cross-source transformer. Through extensive experiments on an Amazon dataset, we demonstrate the anchoring effect of seller’s show on buyer’s show in enhancing the review helpfulness prediction performance. In comparison with other state-of-the-art models, our model demonstrates significantly superior prediction performance.