Sentiment Analysis of Chinese E-Commerce Product Reviews Using ERNIE Word Embedding and Attention Mechanism

The development of e-commerce has ushered in a golden age. E-commerce product reviews are remarks initiated by online shopping users to evaluate the quality and service of the products they purchase; these reviews help consumers learn the reality of the product. The sentiment polarity of e-commerce product reviews is the best way to obtain customer feedback on products. Therefore, sentiment analysis of product reviews on e-commerce platforms is greatly significant. However, the challenges of sentiment analysis of Chinese e-commerce product reviews lie in dimension mapping, disambiguation of sentiment words, and polysemy of Chinese words. To solve the above problems, this paper proposes a sentiment analysis model ERNIE-BiLSTM-Att (EBLA). Here, the dynamic word vector generated using the Enhanced Representation through Knowledge Integration (ERNIE) word embedding model is input into the Bidirectional Long Short-term Memory (BiLSTM) to extract text features. Then, the Attention Mechanism (Att) is used to optimize the weight of the hidden layer. Finally, softmax is used as the output layer for sentiment classification. The experimental results on the JD.com Chinese e-commerce product review dataset show that the proposed model achieves more than 0.87 in precision, recall, and F1 values, which is superior to classic deep learning models proposed by other researchers; it has strong practicability in sentiment analysis of Chinese e-commerce product reviews.