基于在线评论的数据驱动设计中的品牌效应分析

IF 2.9 3区 工程技术 Q2 ENGINEERING, MECHANICAL Journal of Mechanical Design Pub Date : 2023-08-30 DOI:10.1115/1.4063288
Seyoung Park, Harrison M. Kim
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引用次数: 0

摘要

最近,在线用户生成的数据已经成为消费者产品研究的一个有价值的来源。然而,大多数研究都忽略了品牌效应,尽管它是传统市场研究中的一个重要因素。本文利用在线评论论证了品牌在数据驱动设计中的重要性。具体来说,本研究运用博弈论,提出了一个代表市场竞争的博弈设置。游戏的元素是根据在线数据分析确定的。建议的方法包括三个阶段。第一阶段将在线客户划分为不同的细分市场,并对其进行分析,提取每个细分市场中每个品牌的特征重要性。重要性基于特征的正项频率,它成为客户对每个特征的部分效用。第二阶段定义候选产品的规格并计算其成本。本研究参考了网上可获得的真实市场数据集(物料清单)。在这一点上,游戏已经完成了。最后阶段找到设计博弈的纳什均衡,比较考虑和不考虑品牌的产品组合的最优策略。该方法在亚马逊的智能手机评论中进行了测试。结果表明,缺乏品牌考虑导致企业选择非最优产品策略,说明品牌因素的重要性。关键词:数据驱动设计,在线评论,品牌效应
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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
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来源期刊
Journal of Mechanical Design
Journal of Mechanical Design 工程技术-工程:机械
CiteScore
8.00
自引率
18.20%
发文量
139
审稿时长
3.9 months
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.
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