{"title":"基于在线评论的数据驱动设计中的品牌效应分析","authors":"Seyoung Park, Harrison M. Kim","doi":"10.1115/1.4063288","DOIUrl":null,"url":null,"abstract":"\n Recently, online user-generated data has emerged as a valuable source for consumer product research. However, most studies have neglected the brand effect, although it is a significant factor in conventional market research. This paper demonstrates the importance of brands in data-driven design using online reviews. Specifically, this study utilizes game theory and suggests a game setting representing market competition. Elements of the game are determined based on online data analysis. The proposed approach consists of three stages. The first stage divides online customers into different segments and analyzes them to extract the feature importance of each brand in each segment. The importance is based on the positive term frequency of features, and it becomes the customer’s partial utility for each feature. The second stage defines the specification of product candidates and calculates their costs. This study refers to real market datasets (Bill of Materials) available online. At this point, the game is all set. The final stage finds the Nash Equilibrium of the designed game and compares the optimal strategy for a product portfolio with and without brand consideration. The suggested approach was tested on smartphone reviews from Amazon. The result shows that the lack of brand consideration leads a company to choose a non-optimal product strategy, illustrating the significance of the brand factor. Keywords: data-driven design, online review, brand effect","PeriodicalId":50137,"journal":{"name":"Journal of Mechanical Design","volume":"90 1","pages":""},"PeriodicalIF":2.9000,"publicationDate":"2023-08-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Analysis of Brand Effects in Data-Driven Design Based on Online Reviews\",\"authors\":\"Seyoung Park, Harrison M. Kim\",\"doi\":\"10.1115/1.4063288\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"\\n Recently, online user-generated data has emerged as a valuable source for consumer product research. However, most studies have neglected the brand effect, although it is a significant factor in conventional market research. This paper demonstrates the importance of brands in data-driven design using online reviews. Specifically, this study utilizes game theory and suggests a game setting representing market competition. Elements of the game are determined based on online data analysis. The proposed approach consists of three stages. The first stage divides online customers into different segments and analyzes them to extract the feature importance of each brand in each segment. The importance is based on the positive term frequency of features, and it becomes the customer’s partial utility for each feature. The second stage defines the specification of product candidates and calculates their costs. This study refers to real market datasets (Bill of Materials) available online. At this point, the game is all set. The final stage finds the Nash Equilibrium of the designed game and compares the optimal strategy for a product portfolio with and without brand consideration. The suggested approach was tested on smartphone reviews from Amazon. The result shows that the lack of brand consideration leads a company to choose a non-optimal product strategy, illustrating the significance of the brand factor. Keywords: data-driven design, online review, brand effect\",\"PeriodicalId\":50137,\"journal\":{\"name\":\"Journal of Mechanical Design\",\"volume\":\"90 1\",\"pages\":\"\"},\"PeriodicalIF\":2.9000,\"publicationDate\":\"2023-08-30\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Mechanical Design\",\"FirstCategoryId\":\"5\",\"ListUrlMain\":\"https://doi.org/10.1115/1.4063288\",\"RegionNum\":3,\"RegionCategory\":\"工程技术\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"ENGINEERING, MECHANICAL\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Mechanical Design","FirstCategoryId":"5","ListUrlMain":"https://doi.org/10.1115/1.4063288","RegionNum":3,"RegionCategory":"工程技术","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"ENGINEERING, MECHANICAL","Score":null,"Total":0}
Analysis of Brand Effects in Data-Driven Design Based on Online Reviews
Recently, online user-generated data has emerged as a valuable source for consumer product research. However, most studies have neglected the brand effect, although it is a significant factor in conventional market research. This paper demonstrates the importance of brands in data-driven design using online reviews. Specifically, this study utilizes game theory and suggests a game setting representing market competition. Elements of the game are determined based on online data analysis. The proposed approach consists of three stages. The first stage divides online customers into different segments and analyzes them to extract the feature importance of each brand in each segment. The importance is based on the positive term frequency of features, and it becomes the customer’s partial utility for each feature. The second stage defines the specification of product candidates and calculates their costs. This study refers to real market datasets (Bill of Materials) available online. At this point, the game is all set. The final stage finds the Nash Equilibrium of the designed game and compares the optimal strategy for a product portfolio with and without brand consideration. The suggested approach was tested on smartphone reviews from Amazon. The result shows that the lack of brand consideration leads a company to choose a non-optimal product strategy, illustrating the significance of the brand factor. Keywords: data-driven design, online review, brand effect
期刊介绍:
The Journal of Mechanical Design (JMD) serves the broad design community as the venue for scholarly, archival research in all aspects of the design activity with emphasis on design synthesis. JMD has traditionally served the ASME Design Engineering Division and its technical committees, but it welcomes contributions from all areas of design with emphasis on synthesis. JMD communicates original contributions, primarily in the form of research articles of considerable depth, but also technical briefs, design innovation papers, book reviews, and editorials.
Scope: The Journal of Mechanical Design (JMD) serves the broad design community as the venue for scholarly, archival research in all aspects of the design activity with emphasis on design synthesis. JMD has traditionally served the ASME Design Engineering Division and its technical committees, but it welcomes contributions from all areas of design with emphasis on synthesis. JMD communicates original contributions, primarily in the form of research articles of considerable depth, but also technical briefs, design innovation papers, book reviews, and editorials.