A CROSS-PLATFORM MARKET STRUCTURE ANALYSIS METHOD USING ONLINE PRODUCT REVIEWS

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.