Chinese Journal of Electronics

Vol.24, No.1, Jan. 2015

The Browsing Pattern and Review Model of

Online Consumers Based on Large Data Analysis
NING Lianju1 , WANG Haoyu1 , FENG Xin1 and DU Junping2
(1. School of Economics and Management, Beijing University of Posts and Telecommunications, Beijing 100876, China)
(2. Beijing Key Lab of Intelligent Telecommunication Software and Multimedia,School of Computer Science,
Beijing University of Posts and Telecommunications, Beijing 100876, China)

Abstract In the context of online shopping, com-
modity information and consumer reviews are main fac-
tors that will aect purchasing behavior. Started from the
preference of commodity information browsing and the in-
herent property of online reviews, this paper focuses on
the browsing data for statistical analysis and the interval
distribution of consumer reviews based on the real data of
360buy which is the domestic large-scale B2C commerce
website in China. Researches nd that commodity infor-
mation browsing time distribution on Internet is fragment
and can be depicted by the fat tail eect. It also demon-
strated that users browsing patterns are related to the
type of information and the displaying of the information,
which means that the pieces of the picture and the length
of the titles aecting the clicks rate. Reviews on the inter-
val distribution can be depicted by the power-law function
and there is a monotonically increasing relationship be-
tween power-exponent and the customers concerns with
the corresponding commodity, the higher the exponent,
the higher the degree of consumer attention. The nding
obtained some basic rules of the browsing mode and re-
view model, which is of important signicance for future
research.
Key words Interval distribution, Online consumer,
Browsing pattern, Reviews model, Trustworthiness.
I. Introduction
With the rapid development of network economy and e-
commerce, more and more consumers choose online shopping.
Online shopping plays an important role in the network econ-
omy. The IResearch analysis shows that with the spread of Eu-
ropean debt crisis and the slowdown in international demand,
the B2B foreign trade development faced challenges, causing
the B2B market share to decline in the rst quarter. On the
other hand, the growth of the online shopping market is af-
fected relatively slow by the Spring Festival holiday, but with
the large-scale development of the platform for B2C, the pro-
portion of B2C will keep improving. Current researches about
behavior of Internet users are mainly focus on the preference
of user behavior. Commodity information browsing is the most
important action when users surf the internet and choose the
commodity, which is the rst step in the network shopping.
Consequently, we choose the browse mode of users of internet
to study, and it is an example to explore the characteristics of
the preferences of the behavior patterns, and then we study
a variety of the applications to meet the dierent needs of
Internet users. As another important factor in consumers on-
line shopping behavior, Internet word of mouth (IWOM) also
arouses more and more attention of many scholars. As a new
kind of word of mouth, online product reviews have become the
most important source of information for consumers and busi-
nesses to learn about the product quality and service. However
the information senders and receivers are not familiar with
each other in the network environment, the weak link appears
more frequently, and the credit in Interpersonal Interaction
is low. So the factors of consumer purchase decision aected
by the online product reviews, and the impact on the sales
of the product has become the important issues of concern[1] .
Now in the context of online shopping, studies on the online
consumer reviews are mostly based on the information dis-
semination process proposed by Janis and Hoand[2] , who has
the opinion that the publishers of the comments express their
views of a product or service through online reviews, and the
recipients accept the comments is a process of being convinced.
Currently, most people take advantage of this model to study
the impact factor of the perceived credibility of online reviews
from the source, content and recipient[3] . These factors include
the initiator of the site, contact information, information time-
liness, service response time and site structure. In recent years,
the study found that the public trust in the online comments
is aected by the prestige of the reviewers, the quality of the
reviews and the personal factors of the recipients.

Manuscript Received Jan. 2013; Accepted Sept. 2014. This work is supported by the National Natural Science Foundation of China

(No.71271032), National Basic Research Program of China (973 Program) (No.2012CB821200, No.2012CB821206), and National Natural
Science Foundation of China (No.61320106006).
 The Browsing Pattern and Review Model of Online Consumers Based on Large Data Analysis
II. Theoretical Background
1. Preferences of Internet user behavior
Many researches about user preference are concentrated
on guring out customers brand choice inertia in decision
making, brand preference and brand loyalty. By studying how
marketing activities aect new market-enter users brand pref-
erence, Carrie nds out that users preferences are aected
by marketing activities through their purchase experience[4] .
Guan et al. propose that online consumers purchase preference
can be predicted by their attitude toward a commodity when
they have certain preference to the merchandises properties;
otherwise, purchase preference can be told by building a model
using multi attribute preference model and paste set theory[5] .
Liu Meilian studies user preference conicts under the environ-
ment of e-commerce. She proposes a preference evaluate model
based on non-expected utility theory and analysis the parame-
ter estimation error[6] . By studying how online user preference
is formed and its inuence on personalized information service,
Hu Changping comes up with a solution to help improve the
personalized information service[7] .
2. Perceived usefulness of online reviews
Perceived usefulness of online reviews reects the percep-
tion of consumers on the quality of online reviews, mainly
refers to the perception of the usefulness of online reviews to
access commodity and to make decisions. In general, the higher
the perceived usefulness of reviews, the more helpful on con-
sumer decision making. Zhan Jiaming[8] et al. propose an the
approach based on the analysis of review articles internal topic
structure to assemble customer concerns. The nal summary is
then generated based on the ranked topics. Shi Wei[9] proposes
a method that information quality framework is used to evalu-
ate the quality of the reviews. The study treats the evaluation
of review quality as a classication problem, advances the re-
view features based on quality, classies the reviews quality by
using classication model, and gets the reviews ranked by cal-
culating reviews quality and query relevance scores, then the
result is returned to users and the reference value of reviews
is much improved.
3. Impact of online reviews on consumer purchas-
ing decision making
Research shows that consumers will refer to other peo-
ples reviews before purchasing and online reviews play an in-
creasing important role in consumers purchasing decisions.
These studies examine mainly from two dimensions of sales
and emotional propensity. An empirical investigation by Duan
Wenjing[10] et al. nds that online users reviews have no sig-
nicant impact on movies box oce revenues, indicating that
online reviews have little persuasive eect on consumer pur-
chase decisions. Nevertheless, box oce sales are signicantly
inuenced by the volume of online posting, suggesting the im-
portance of awareness eect. Li Jian[1] et al. nd that, on-
line product reviews quantity and product attention ratio for online consumer purchase decision, while speaking from
have signicantly positive impact on product sales. What is
more important is that the temporal eects of reviews and
the useful ratio of reviews also have signicant impact on
product sales, but positive or negative attitudes of reviews
etc. have little impact on product sales. At present, domestic
and foreign researches on how to inuence the buying behav-
59
ior of individual consumers are much and in-depth, however,
research on how to aect the buying behavior of consumers is
less and in its infancy.
III. Research Methods
According to the second part of this paper, it is not dif-
cult to see that the analysis of the preference of the users
dierent behavior is mainly about the perceived credibility,
the impact of comments on consumer purchasing decisions as
well as the impact of online reviews on business pricing strate-
gies. In recent years, many scholars have found, whether from
online activities to the mode of communication, or from the
web browser to the nancial activities, that many human be-
havior follows a power law with a thick tail distribution. This
invention will have a profound impact on queuing theory, net-
work public opinion, crisis management, as well as online e-
commerce. In this paper, we apply this distribution on the
analysis of the preference of the users behavior and the time
interval between two adjacent comments. As an integral part of
modern life, the Internet is playing an increasingly important
role. In particular, it causes the change in business model, re-
sulting in the rapid development of the Internet economy. As
an important part of modern e-commerce, the study on the
B2C business model is more in-depth. The research in this
area is essentially about the characteristics and patterns of
behavior of people in e-commerce. As for the research on the
preference of the users dierent behavior, scholars found that
in the environment of mobile internet, in the same period there
will be only a few users who see the same information (this
is what we often say: information overload).In the network
environment, the distribution of the browsing time of infor-
mation shows a long tail eect, while fragmentation read in
the network environment has become a mainstream form. Fur-
thermore, through the statistical analysis of the access log le
accessing time data on the site http://www.origi.hu, Dezs o[11]
found that the distribution of the time interval between one
person accesses the same site twice is a power law, and the
time interval between two continuous visits of a website for
all users is also a power law distribution. Through the analy-
sis of four kinds of dierent sites, A. Grabowski[12] found the
level of activity of peoples behavior follows a power law dis-
tribution, and its also a power law relationship between the
level of activity and time. These studies suggest that some of
the behaviors in the virtual network are not a simple Poisson
process, but follow a power law distribution[13] . These studies
have led me to think about such a problem, since many on-
line activities of the human follows a power law distribution,
is the time interval of the comments published in the online
shopping process also of such a nature? If the answer is yes,
then this nature will provides an important reference value
the industrial perspective, it also provides a powerful tool to
strengthen the regulation of the industry. Therefore, this pa-
per gives the empirical research on the online users behavior
from the view of the dynamics of human behavior. According
to the analysis of 148,107 information data by matlab and the
reviews for more than 20 dierent types of commodities, we
60 Chinese Journal of Electronics 2015

found two behaviors of the online users can be described by the Table 1. Statistical analysis table of the amount of
shows of commodities
power-law distribution. One important conclusion is that the
Times of The number of Accounting of Cumulative
model users browse the messages become fragmentation and
pv commodities times of pv Distribution Rate
read long tail under the mobile Internet environment. Another
1 30531 0.2054 0.2054
one is that from the overall level of online reviews, the distribu- 2 20113 0.1353 0.3408
tion of the time interval of the adjacent two comments follows 3 15659 0.1053 0.4462
a power law in the unit of time for the magnitude of seconds. 4 12294 0.0827 0.5289
At the same time, we compared the exponent of power-law dis- 5 9742 0.0655 0.5945
tribution among dierent degree-hot commodities and found 6 7662 0.0515 0.6461
that there is some kind of functional relationship between the 7 6229 0.0419 0.6880
8 4866 0.0327 0.7207
exponent and the level of activity after the consumers pur-
9 4033 0.0271 0.7479
chase, and this relationship is monotone increasing. The fol-
10 3289 0.0221 0.7700
lowing passage is divided into two main parts: The rst section 11 2868 0.0193 0.7893
describes the data sources and their characteristics, and the 12 2390 0.0160 0.8054
second section explores the related indicators and describes 13 2141 0.0144 0.8198
the intrinsic link between the indicator and the corresponding 14 1905 0.0128 0.8326
exponent, based on the statistical analysis of the data. The 15 1633 0.0109 0.8436
results of the study will have an important theoretical and 16 1440 0.0096 0.8533
17 1256 0.0084 0.8618
practical value for boosting customer experience.
18 1174 0.0079 0.8697
19 1095 0.0073 0.8770
20 1006 0.0067 0.8838

IV. Description of the Data
The data in this paper is collected from the Jingdong
Mall http://www.360buy.com/. The description of data is di-
vided into two main parts: The rst section describes the data
sources for browsing model of online consumers, and the sec-
ond section shows the data of review model of online consumers
study.
1. Data for browsing model of online consumers
In this paper, we study the browsing patten of reading
about the information of users in the network environment,
keep track of the data of browsing information on app for six
months and use statistical analysis and the approach of data
mining to study. At the rst, the systematic sampling methods
extract 148,107 data, then analyze and process them by mat-
lab, mainly containing the following dimensions: Title, click,
page-view (pv), ctr, title, category, site-weight, image-number,
title-length, content-length, site-namea total of eleven di-
mensions. There are 20 categories: 1: International, 2: Do-
mestic, 3: Sports, 4: Entertainment, 5: Society, 6: Finance, 7:
Internet, 8: Technology, 9: Real estate, 10: Automotive, 11:
Education, 12: Fashion, 13: Game 14: Military, 15: Travel,
16: Life, 17: Humanities, 18: Creative, 19: Fun, 20: Mito.
According to the statistical analysis of show the amount of
information, basic statistical distribution table is as follows:
The table shows that the number of times of show within
10 is approximately 77%, less than 20 accounts for about 88
percent, and higher proportion of 50 is only 0.0011, of which
the minimum is 1, the maximum is 650, the average is 11.1,
and median is four.
2. Data for review model of online consumers
In this paper, we have online reviews of randomly col-
lected hot items whose number of reviews reaches 8000-10000
on Jingdong Mall as the research object. The goods such as
food, daily necessities, household items and electronic prod-
ucts, a total of 17 species, are priced from a hundred dollars
to thousands of dollars. Then we calculate the exponent of the
corresponding comments time interval of the 17 commodities
and attention of online consumers. We select 12 of them, and
analyze the fat-tail of the power-law distribution by mapping
and the functional relationship between the exponent and at-
tention by mapping.
V. Statistical Data Analysis
1. Browsing model of online consumers
Firstly, we statistically analyses show the logarithmic dis-
tribution of pv. In order to make the graphics easy to un-
derstand, we show the logarithmic of the amount of page-
view. The logarithmic cumulative probability distribution is
as shown in Fig.1.

Table 2. Data format

Comment time: 2011/12/12, 12: 10: 01
Reviewer: ID1 Purchase time: 2011/12/09, 09: 10: 01
Comment time: 2011/12/13, 16: 17: 01
Reviewer: ID2 Comment time: 2011/12/12, 14: 11: 05 Purchase time: 2011/12/11, 10: 10: 01
... ... ...
Reviewer: ID3 Comment time: 2011/12/14, 10: 10: 03 Purchase time: 2011/12/12, 11: 10: 30
Reviewer: IDn Comment time: 2011/12/15, 10: 11: 21 Purchase time: 2011/12/07, 17: 15: 01
 The Browsing Pattern and Review Model of Online Consumers Based on Large Data Analysis 61

From the Figure, the distribution is a long tail power- modity exists only on title length and number of pictures.
law distribution, and most points concentrate on a small And then whether users browse the commodities are de-
impression. The frequency about the instantly update of cided only by title length and number of pictures. We
JD commodities is very fast. Meanwhile the app of online have made a statistical table for all the 20 categories of
shopping information has a function of optional interested commodities below. Serial numbers are used to standing
topics of commodities, which leads to that users read in- for categories. The next is the number and percentage of
terested commodities with blocking, and further makes such commodities:
the probability of reading the same commodities during
the same period smaller. Thus combining the conclusions Table 3. Statistics for each category commodities
Category Number Percentage
observed from the gure, it is easy to speculate that most  7 3842 0.0259
of users of the app use fragmented time to browse com-  1 9192 0.0620
modities. So refreshing frequency of commodities and per-  10 4894 0.0330
 9
sonalization makes a large number of commodities show 1304 0.0088
 8 6103 0.0412
the number of information low. And due to the same re-  15 3580 0.0241
fresh frequency, it can be drawn a more denitive con-  4 15745 0.1063
clusion that the probability of the cumulative number of  16 18759 0.1266
users who browse some commodities in a certain period  12 5127 0.0346
 19 28434 0.1919
which reaches a ultra-high number of 20 is only 12%, or
11 4042 0.0272
the probability of 88% makes a certain number of people
17 4010 0.0270
at the same time see the commodities who is less than 3 15675 0.1058
or equal to 20 persons. So far, we have got an important 5 4741 0.0320
conclusion, that is, the model that users used to browse 6 5705 0.0385
the commodities becomes fragmented and long tail un- 14 3604 0.0243
18 1802 0.0121
der the Internet environment. In addition, fragmentation 2 3768 0.0254
improves the number of the commodities that have been 13 2366 0.0159
read. Then we explore the impact of title length and num- 20 5414 0.0365
ber of pictures on users depth reading. The rst thing we
want to know is the preference of users behavior, or that The combination of row number of title (one or two)
the user is interested in which kinds of commodities and and actual number of pictures (zero one or three) con-
wants to have a further reading. Specic experiment is to tains six (23) kinds of mode. In order to exclude impact
identify which factors aect the user to click on commodi- of the factor of dierent types of commodities, this study
ties. In the case of not to distinguish categories of com- discusses according to dierent categories. And because
modities, we divide commodities to dierent categories the amount of serial number of 19, the creative class of
groups form according to their title length and number of commodities, is the largest, we rst analyze it as an ex-
photos on the app interface. Mainly based on such consid- ample. We divide creative class commodities into 6 groups
erations: under the premise of not to discuss the specic by row and picture number, and then calculate the overall
quality (the content information contained) of individual click-through rate, overall pv value and overall click value
commodities (it is dicult to make a unied measurement for each group. In Figs. 2 and 3, solid line stands for cu-
and evaluation as the understanding of dierent content mulative probability distribution of the click and dotted
varies from users), the understanding of users to a com- line stands for cumulative probability distribution of pv.

Fig. 2. The probability cumulative distri- Fig. 3. The probability cumulative distri-
Fig.1. Logarithmic cumulative probabil- bution when tl = 1 bution when tl = 2
ity distribution of pv
62 Chinese Journal of Electronics 2015

Figs. 2 and 3 are comparison charts which respectively plication and the price and are involved in all aspects of daily
stand for the situation of zero picture and one or two title life, at the same time as the selected samples of commodity
rows (tl). When the length of the title is one line, its overall types vary greatly, in two dierent goods online comments,
average click-through rate is 0.2792. When the length of the ti- ID is numerous but has little cross with each other. We can
tle is two lines, its overall average click-through rate is 0.2741. also see, the time interval distribution between the two con-
As can be seen when the creative class of commodities is in tinuous reviews is a power law distribution. The scaling rate
the absence of picture mode, short title which is 0.51% more is in line with the behavior rule found in the researches on
than long title has a higher click-through rate. Similarly, when the previous correspondence, email communication, site visits
displaying one picture, one row headline has an overall average and nancial activities. The thick tail power-law distribution
click-through rate of 0.2834. And when displaying one picture, shows that there exists a longer rest time before the goods on
two rows headline has an overall average click-through rate of sale, with only a few buyers posting comments. However, once
0.2648. That indicates when displaying one picture, the shorter at some time some consumers buy and make comments, the
the title length is, the higher the overall average click-through situation of intensive purchase and comments within a short
rate will be. When displaying three pictures, one row headline time will remain. Considering the reality, the intensity one for
has an overall average click-through rate of 0.1815. Two rows a particular activity should have great inuence on the time
headline has an overall average click-through rate of 0.1673. interval distribution in general. According to the research con-
That indicates when displaying three pictures, the shorter the tents of this paper, for an online consumer i, we dene the
title length is, the higher the overall average click-through rate focus of him/her on certain goods as
will be. At the same time, when lines and length of title are
certain, we can observe the number of picturesthe rst pic- BRi
Ci =
ture of each group. Its easy to see that no matter in one row Ti
headline or two, the overall average click-through rate is the where BRi is for the total behavior number the consumer issu-
least when the picture number is three. The main reason for ing (i.e. the sum of purchase times and number of comments),
this phenomenon is that creative class commodities pictures if Ti is the time interval experienced from the rst behavior is-
any can basically describe the problem. If users are not very sued to last behavior, then we sum the attention rate of every
interested in it, they do not have the demand of further read- online consumer for a product, in this way we come up with
ing. In addition, as the previous conclusion, the readings of the attention rate of consumers on this product.
users mostly are fragmented. Users are often in trac pack-
ages of phone to browse commodities while too much pictures
can consume a lot of trac. So if users are not very interested
in it, they will not conduct a further reading. The above arti-
cle analyzed the creative class commodities which has the most
number of commodities as an example and made a conclusion
under this category.
2. Review model of online consumers
As shown in Fig.4, we come up with the time interval
power-law distribution through data analysis of 17 randomly
selected samples on the 13 categories of commodities, and we
only show one result in Fig.4 due to space limitations. The
horizontal axis is the published time interval of two adjacent Fig. 4. Time interval power-law distribution
reviews while the vertical axis is the corresponding interval
probability distribution density. The data is logarithm pro- Table 4. Product index
cessed, so the image shows the linear distribution of fat tail Product Review Consumer attention Power-exponent
eect. The linear is the image tted after least squares algo- 1 8373 0.079 1.382
rithm, in the Fig.4 is for exponent, also for the slope of tting 2 9320 0.108 1.496
straight line. At the same time, in order to not lose the general- 3 8721 0.139 1.571
4 8912 0.171 1.656
ity, the study rules out the interference of the same ID repeated
5 9628 0.201 1.680
reviews, making the samples more general. The proportion of 6 9103 0.243 1.809
the 13 categories of 17 kinds of goods in any two commodi- 7 9712 0.281 1.853
ties (does not belong to the same categories in the same ID) in 8 8525 0.334 1.891
their overall number of comments in the paper is not more than 9 9014 0.392 1.928
10%, mainly concentrating around 5%, but in the same type 10 9315 0.477 1.944
of goods, especially in electronic products, this ratio reaches 11 8890 0.583 1.977
20%30%, which indicates that the electronic products have a 12 9784 0.684 2.026
13 8642 0.801 2.033
higher degree of relevance compared with other commodities,
14 9542 0.997 2.048
that is to say consumers who pay more attention to electronic 15 9107 1.366 2.057
products have higher activity after purchase. From Fig.4 we 16 8642 1.871 2.067
can know that as the goods we select vary by the type, the ap- 17 9678 2.774 2.091
 The Browsing Pattern and Review Model of Online Consumers Based on Large Data Analysis
In this paper, BRi corresponds to the times of purchase and
comments in the unit time of the online consumer. In order to
mine the role which the attention of online consumer plays in
the behavior of online purchasing, this paper arranges the ex-
ponents of seventeen selected samples from small to large and
calculates the attention of every kind of commodity, drawing
a one-dimensional array of attention. The Consumer Atten-
tion column of Table 4 corresponds to the array of attention.
Obviously, lower consumer attention corresponds to the
smaller exponent, which allows the existence of a longer time
interval. Fig.5 gives the diagram of the comment on power in-
dex and consumer product attention, in which the horizontal
axis is attention, the vertical axis is power index. This rela-
tionship provides a basis for further distinguish of the overall
authenticity of online reviews.
Fig. 5 Relationship between power index and attention
In general, we believe that if the reviews time interval of
a hot-selling product follows the power law distribution, then
online reviews are genuine on the hot-selling entirety. There-
fore, by calculating the exponent of the online product reviews
time interval and the consumer product attention, we can ef-
fectively determine whether the hot-selling of the commodity
is a speculation or a business fraud. For the following reasons:
First, as the time interval of the online product reviews as a
whole shows the power-law distribution, and the random vari-
able of the time interval between the two adjacent reviews is
not independent, but in dependency, then if the seller com-
ment with a great many fake user ID, they must calculate the
comment time interval of each ID, which will consume a large
amount of computation time and cost. Second, due to the com-
ment uncertainty of the real ID, for example, it emerges many
real comments in a short period of time, which will arouse
such a strong disturbance of the time interval power-law dis-
tribution that it no longer meets the power-law distribution.
Third, as there is a monotone increasing function relationship
between the time interval distribution of comments and the
consumer post-purchase attention, then it has a double check-
ing function regarding to the overall authenticity of the online
reviews, making the diculty and cost of fraud increase.
VI. Conclusion
The research of online comments trustworthiness has been
the concern of many scholars at domestic and abroad, with
63
a variety of research perspectives and approaches. Compared
with the existing researches, this papers contributes in two
aspects: Firstly, from the academic perspective, the power
law in the complex network approach is introduced into the
study of the attention and reviews of online products, pro-
viding new perspectives and research methods for the study
of consumer-focused improvement, at the same time, promot-
ing the power-law distribution range of applications. And we
explore the information browsing preference, objectively give
measurable basis for the overall improvement of online users
experience. Secondly, from the viewpoint of practical applica-
tions: First of all, for consumers, the research ndings pro-
vide a measurable objective and strong basis for judging the
trustworthiness of online reviews. The power index of com-
ment interval distribution and consumer post-purchase atten-
tion can reect the trustworthiness of the comments really and
eectively, meanwhile showing consumers the credibility of the
goods simply. To some extent, it can eectively enhance the on-
line consumer purchase experience, provide a more reliable and
powerful identication tool for its online consuming. Secondly,
for e-commerce app, this article can provide enterprises with
a method in which we can increase the click rate and measure
the impact of online reviews, and with a guidance for optimiz-
ing their online reviews, and encourage enterprises to take a
more eective approach to meet the needs of users and to have
a practical value. Finally, from the viewpoint of industry, by
this way, third-party oversight authority can develop applica-
tion tools to mask unreliable and untrue comments, so that
to create a more equitable, secure, reliable transactions and
exchange platform for consumers and businesses, to promote
the benign operation of the industrial chain of the electronic
commerce of our country and the entire B2C e-commerce en-
vironment. Meanwhile, there are also some limitations in this
paper. For example, it only measures the credibility by the
overall comments interval while not pay much attention to the
content of the comments, which makes the conclusions trust-
worthy on the whole but lacks of eective screening means for
individual false or invalid comments. In the next stage, this
paper will study other types of research in the eld of the
preference of the users dierent behavior and combine means
of the UGC semantic analysis to make a more profound and
detailed discussion on the online reviews trustworthiness.
References
[1] Li Jian, An empirical study of the impact of online review on
product sales, Journal of Modern Information, Vol.32, No.1,
pp.164167, 2012.
[2] C.I. Hovland and I.L. Janis (Eds.), Personality and Persuasi-
bility, New Haven, CT: Yale University Press, 1959.
[3] Guo Guoqing, Chen Kai and He Fei, An empirical study on the
influence of perceived credibility of online consumer reviews,
Contemporary Economy & Management, Vol.32, No.10, pp.17
23, 2010.
[4] C.M. Heilman, The evolution of brand preferences and choice
behaviors of consumers new to a market, Journal of Marketing
Research, Vol.37, No.5, 2000.
[5] S.U. Guan, T.K. Chan and F.M. Zhu, Evolutionary intelligent
agents fore-commerce: Generic preference detection with fea-
ture analysis, Electronic Commerce Research and Application,
64 Chinese Journal of Electronics
Vol.4, No.4, pp.377394, 2005.
[6] Liu Meilian, The consumer preferences conflict studies under
the e-commerce environment, Management Science, Vol.10,
No.6, pp.8891, 2002.
[7] Hu changping, User preferences and behavior analysis of in-
dividualized information service, The Intelligence Theory and
Practice, Vol.1, pp.46, 2008.
[8] Zhan Jiaming, Han Tong Loh and Ying Liu, Gather customer
concerns from online product reviewsA text summarization
approach, Expert Systems with Applications, Vol.36, No.4,
pp.21072115, 2009.
[9] Shi Wei and Wang Hongwei, Study on retrieval system of on-
line product reviews, Journal of Intelligence, Vol.30, No.9,
pp.149154, 2011.
[10] Duan Wenjing, Gu Bin and Andrew B. Whinston, Do online
reviews matter? An empirical investigation of panel data,
Decision Support Systems, Vol.45, No.4, pp.10071016, 2008.
[11] Z. Dezso, et al., Dynamics of information access on the web,
Physical Review E, 73, 066132, 2006.
[12] A. Chmiel, et al., Scaling of human behavior during portal
browsing, Physical Review E, 80, 066122, 2009.
[13] L.J. Ning, H.Y. Wang and X. Feng, Research on online review-
trust model and synthetical value model based on power-law
and density clustering algorithm, The Journal of China Uni-
versities of Posts and Telecommunications, Vol.21, pp.7178,
2014.
2015
NING Lianju was born in Hei
Longjiang. He received the Ph.D. de-
gree in management science and engi-
neering from Beijing University of Posts
and Telecommunications. He is now a
professor of management science. His re-
search interests include electronic business
and network marketing research. (Email:
ninglj007@126.com)
WANG Haoyu was born in Anhui. He is pursuing for Ph.D.
degree of management science and engineering at School of Eco-
nomics and Management in BUPT, China. His recent research fo-
cuses on the appliance of data mining model in electronic business
and the development research of small and micro enterprise. (Email:
whh299985@126.com)
FENG Xin was born in Hei Longjiang. he received the Ph.D.
degree in management science and engineering from Beijing Univer-
sity of Posts and Telecommunications. His recent research focuses
on the appliance of data mining model in electronic business and
network marketing research.
DU Junping was born in Beijing, China. She received her
Ph.D. degree in computer science from the University of Science
and Technology Beijing (USTB). she is currently working as a pro-
fessor in computer science. Her current research interests include
artificial intelligence, data mining, intelligent management system
development and computer applications.