TOOR: A Novel Product Title Optimization Method Based on Online Reviews in E-commerce

Liye Wang, Jin Zhang, Wei Yan

PDF(369 KB)
PDF(369 KB)
Front. Bus. Res. China ›› 2015, Vol. 9 ›› Issue (4) : 536-558. DOI: 10.3868/s070-004-015-0021-2
Research article
Research article

TOOR: A Novel Product Title Optimization Method Based on Online Reviews in E-commerce

Author information +
History +

Abstract

Titles of online products play an important role in attracting consumers and promoting product sales in e-commerce. However, current online product titles only cover basic features and cannot reflect the preferences of consumers exactly. To address this problem, this research proposed an online title optimization method based on the analysis of online reviews, which is called TOOR (Title Optimization based on Online Reviews). In this research, we analyzed and compared product features extracted from online product titles and online reviews from the point of view of consumers and applied features extracted from reviews to title optimization. In order to verify the effectiveness of the proposed method, two experiments were conducted in this paper, selecting four typical smartphones as experiment samples and Taobao.com as the data resources. The experimental results indicated that features extracted from online reviews can better reflect the consumers’ concern, and the titles optimized by the TOOR method are more appealing to consumers and have higher click-through rates.

Keywords

online reviews / title optimization / e-commerce / feature extraction

Cite this article

Download citation ▾
Liye Wang, Jin Zhang, Wei Yan. TOOR: A Novel Product Title Optimization Method Based on Online Reviews in E-commerce. Front. Bus. Res. China, 2015, 9(4): 536‒558 https://doi.org/10.3868/s070-004-015-0021-2

RIGHTS & PERMISSIONS

2014 Higher Education Press and Brill
PDF(369 KB)

Accesses

Citations

Detail

Sections
Recommended

/