{"title":"TOOR: A Novel Product Title Optimization Method Based on Online Reviews in E-commerce","authors":"Liye Wang, J. Zhang, Wei Yan","doi":"10.3868/S070-004-015-0021-2","DOIUrl":null,"url":null,"abstract":"Titles of online products play an important role in attracting consumers and promoting product sales in e-commerce. However, current online product titles only cover basic features and cannot reflect the preferences of consumers exactly. To address this problem, this research proposed an online title optimization method based on the analysis of online reviews, which is called TOOR (Title Optimization based on Online Reviews). In this research, we analyzed and compared product features extracted from online product titles and online reviews from the point of view of consumers and applied features extracted from reviews to title optimization. In order to verify the effectiveness of the proposed method, two experiments were conducted in this paper, selecting four typical smartphones as experiment samples and Taobao.com as the data resources. The experimental results indicated that features extracted from online reviews can better reflect the consumers' concern, and the titles optimized by the TOOR method are more appealing to consumers and have higher click-through rates.","PeriodicalId":54175,"journal":{"name":"Frontiers of Business Research in China","volume":"9 1","pages":"536-558"},"PeriodicalIF":1.3000,"publicationDate":"2016-01-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"3","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Frontiers of Business Research in China","FirstCategoryId":"96","ListUrlMain":"https://doi.org/10.3868/S070-004-015-0021-2","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 3
Abstract
Titles of online products play an important role in attracting consumers and promoting product sales in e-commerce. However, current online product titles only cover basic features and cannot reflect the preferences of consumers exactly. To address this problem, this research proposed an online title optimization method based on the analysis of online reviews, which is called TOOR (Title Optimization based on Online Reviews). In this research, we analyzed and compared product features extracted from online product titles and online reviews from the point of view of consumers and applied features extracted from reviews to title optimization. In order to verify the effectiveness of the proposed method, two experiments were conducted in this paper, selecting four typical smartphones as experiment samples and Taobao.com as the data resources. The experimental results indicated that features extracted from online reviews can better reflect the consumers' concern, and the titles optimized by the TOOR method are more appealing to consumers and have higher click-through rates.
在电子商务中，网络产品标题在吸引消费者、促进产品销售方面发挥着重要作用。然而，目前的在线产品名称仅涵盖基本功能，并不能准确反映消费者的偏好。针对这一问题，本研究提出了一种基于在线评论分析的在线标题优化方法，称为TOOR (title optimization based on online reviews)。在这项研究中，我们从消费者的角度分析和比较了从在线产品标题和在线评论中提取的产品特征，并将从评论中提取的特征应用于标题优化。为了验证所提方法的有效性，本文选取四款典型智能手机作为实验样本，以淘宝网为数据资源，进行了两次实验。实验结果表明，从在线评论中提取的特征能更好地反映消费者关注的内容，采用TOOR方法优化后的标题对消费者的吸引力更大，点击率更高。
期刊介绍：
Frontiers of Business Research in China (FBR) is a double-blind refereed quarterly journal in business research. FBR offers a multidisciplinary forum for academics, practitioners, and policy makers that focuses on business administration, and encourages interdisciplinary studies and interactions between Chinese and international researchers. FBR publishes original academic and practical research articles that extend, test, or build management theories, as well as contributions to business administration practice, either in the Greater China region or beyond. The Journal also publishes related commentaries and case studies. FBR invites submissions of high-quality manuscripts in all areas of business administration, without limitations on research methods. Major areas of interest include, but are not limited to: Accounting, Finance, Human resources, International business, Marketing, Management information systems, Operations management, Organizational behavior, and Strategic management.
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