Understanding Antecedents That Affect Customer Evaluations of Head-Mounted Display VR Devices through Text Mining and Deep Neural Network

【Author】 Maeng, Yunho; Lee, Choong C.; Yun, Haejung

【Source】JOURNAL OF THEORETICAL AND APPLIED ELECTRONIC COMMERCE RESEARCH

【影响因子】5.318

【Abstract】Although the market for Head-Mounted Display Virtual Reality (HMD VR) devices has been growing along with the metaverse trend, the product has not been as widespread as initially expected. As each user has different purposes for use and prefers different features, various factors are expected to influence customer evaluations. Therefore, the present study aims to: (1) analyze customer reviews of hands-on HMD VR devices, provided with new user experience (UX), using text mining, and artificial neural network techniques; (2) comprehensively examine variables that affect user evaluations of VR devices; and (3) suggest major implications for the future development of VR devices. The research procedure consisted of four steps. First, customer reviews on HMD VR devices were collected from Amazon.com. Second, candidate variables were selected based on a literature review, and sentiment scores were extracted. Third, variables were determined through topic modeling, in-depth interviews, and a review of previous studies. Fourth, an artificial neural network analysis was performed by setting customer evaluation as a dependent variable, and the influence of each variable was checked through feature importance. The results indicate that feature importance can be derived from variables, and actionable implications can be identified, unlike in general sentiment analysis.

【Keywords】e-commerce; consumer behavior; big data; customer review; HMD VR; neural network; text mining; sentiment analysis

【发表时间】2023 SEP

【收录时间】2023-10-11

【文献类型】实验仿真

【主题类别】

区块链技术-协同技术-VR/AR