Product competitiveness analysis from the perspective of customer perceived helpfulness: a novel method of information fusion research
Data Technologies and Applications
ISSN: 2514-9288
Article publication date: 3 October 2022
Issue publication date: 20 October 2023
Abstract
Purpose
With the continuous development of online shopping, analyzing the competitiveness of products in the fierce market competition is becoming increasingly crucial to position their own product development. However, the information overload brought by the network development makes it getting difficult to obtain the accurate competitiveness information. Therefore, competitiveness analysis research to combine with the perceived helpfulness study needs urgent solution. Furthermore, deviations exist in the three common methods of perceived helpfulness research. Finally, the traditional information fusion analysis only analyzes the advantages and disadvantages of products in competitiveness analysis without taking account of the competitive environment.
Design/methodology/approach
This study puts forward a novel prediction model of perceived helpfulness in conjunction of unsupervised learning and sentiment analysis techniques, to conduct the comparison with pros and cons of congeneric products.
Findings
This paper adopts Wilcoxon test to demonstrate the significant rectification of our competitiveness analysis to the traditional methods. It is noted that the positive reviews of the products in this study impact more on product word of mouth and competitiveness than negative ones.
Originality/value
To sum up, the results of this study benefit businesses in locating their dynamic market position with competitors in practice and exploring new method for long-term development strategic planning.
Keywords
Acknowledgements
The authors would like to thank the editors and anonymous reviewers for their valuable comments and suggestions.
Funding: This research was supported by the Shanghai Planning Office of Philosophy and Social Science (No. 2020BGL010). This research was also supported by the Major Program of National Fund of Philosophy and Social Science of China (No. 21ZDA105) and National Natural Science Foundation of China (Nos. 72171123 and 72171149).
Declaration of competing interest: The authors declare that they have no known competing financial interests or personal relationships that could have appeared to influence the work reported in this paper.
Citation
Wang, Z., Ji, Y., Zhang, T., Li, Y., Wang, L. and Qu, S. (2023), "Product competitiveness analysis from the perspective of customer perceived helpfulness: a novel method of information fusion research", Data Technologies and Applications, Vol. 57 No. 4, pp. 437-464. https://doi.org/10.1108/DTA-03-2022-0124
Publisher
:Emerald Publishing Limited
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