A cross-platform market structure analysis method using online product reviews

Gang Kou; Pei Yang; Yi Peng; Hui Xiao; Feng Xiao; Yang Chen; Fawaz E. Alsaadi

doi:10.3846/tede.2021.12005

Technological and Economic Development of Economy (Aug 2021)

A cross-platform market structure analysis method using online product reviews

Gang Kou,
Pei Yang,
Yi Peng,
Hui Xiao,
Feng Xiao,
Yang Chen,
Fawaz E. Alsaadi

Affiliations

Gang Kou: School of Business Administration, Southwestern University of Finance and Economics, 611130 Chengdu, China
Pei Yang: College of Management Science, Chengdu University of Technology, 610059 Chengdu, China
Yi Peng: School of Management and Economics, University of Electronic Science and Technology of China, 610054 Chengdu, China
Hui Xiao: School of Statistics, Southwestern University of Finance and Economics, 555 Liutai Avenue, Wenjiang District, 611130 Chengdu, China
Feng Xiao: School of Business Administration, Southwestern University of Finance and Economics, 611130 Chengdu, China
Yang Chen: School of Business Administration, Southwestern University of Finance and Economics, 611130 Chengdu, China
Fawaz E. Alsaadi: Department of information Technology, Faculty of Computing and IT, King Abdulaziz University, Jeddah, Saudi Arabia

DOI: https://doi.org/10.3846/tede.2021.12005
Journal volume & issue: Vol. 27, no. 5
pp. 992 – 1018

Abstract

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Studies have shown that online product reviews can indicate the position of a competitive brand. Even though reviews on different platforms may express different opinions, most studies are based on only one platform. This may lead to an inaccurate analysis of market structure. To solve this problem, we develop a novel market structure analysis based on multi-attribute group decision-making which can integrate reviews from different platforms. Multiple platforms more comprehensively reflect the market than single platforms do. To verify the effectiveness of the proposed method, we conduct a case study of mobile phone reviews across three top e-commerce platforms in China. In addition, we propose a process to generate priorities for product-attribute improvements using a cross-platform market structure analysis method. Our experiments demonstrate the effectiveness of the proposed method.

Published in Technological and Economic Development of Economy

ISSN: 2029-4913 (Print); 2029-4921 (Online)
Publisher: Vilnius Gediminas Technical University
Country of publisher: Lithuania
LCC subjects: Social Sciences: Industries. Land use. Labor: Economic growth, development, planning; Social Sciences: Commerce: Business
Website: https://journals.vilniustech.lt/index.php/TEDE

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