Author:
Irene Pollach
Affiliation:
Vienna University of Economics and Business Administration, Austria
Keyword(s):
Consumer-to-consumer interactions, data mining, information retrieval, virtual communities.
Related
Ontology
Subjects/Areas/Topics:
B2B, B2C and C2C
;
Communication and Software Technologies and Architectures
;
e-Business
;
Enterprise Information Systems
;
Society, e-Business and e-Government
;
Software Agents and Internet Computing
;
Web Information Systems and Technologies
Abstract:
Consumer-opinion websites are becoming important sources of marketing intelligence for companies, enabling them to turn consumer opinions into opportunities for enhancing customer satisfaction. Grounded in media richness theory, this paper examines a sample of consumer-opinion websites to identify mechanisms that render the information disseminated on these websites more suitable for data mining activities. The results indicate that feedback mechanisms, member profiles, active hyperlinks, and spellcheckers are means of raising data quality. However, a key challenge for mining consumer opinions remains the identification and elimination of emotional content such as humor.