市场营销系学术讲座系列2022年第5讲

主 题：Uncovering Synergy and Dysergy in Consumer Reviews: A Machine Learning Approach

主讲人: 张泽林（中国人民大学商学院副教授）

时 间：2022-04-20 10:00

地 点：明商706会议室

语 言：中英文

讲座摘要：

Massive online text reviews can be a powerful market research tool for understanding consumer experiences and helping firms improve and innovate. This research exploits the rich semantic properties of text reviews and proposes a novel machine learning modeling framework that can reliably and efficiently extract consumer opinions and uncover potential interaction effects across these opinions, thereby identifying hidden and nuanced areas for product and service improvement beyond existing modeling approaches in this domain.

In particular, we develop an opinion extraction and effect estimation framework that allows for uncovering customer opinions’ average effects as well as their interaction effects. Interactions among opinions can be synergistic when the co-occurrence of two opinions yields an effect greater than the sum of two parts, or as what we call dysergistic, when the co-occurrence of two opinions results in dampened effect.

We apply the model in the context of large-scale customer ratings and text reviews for hotels and demonstrate our framework’s ability to screen synergy and dysergy effects among opinions. Our model also flexibly and efficiently accommodates a large number of opinions, which provides insights into rare yet potentially important opinions. The model can guide managers to prioritize joint areas of product and service improvement and innovation by uncovering the most prominent synergistic pairs. Model comparison with extant machine learning approaches demonstrates our improved predictive ability and managerial insights.

主讲人简介：

张泽林，中国人民大学商学院市场营销系副教授，副系主任。他于2012年毕业于美国堪萨斯大学，获管理学博士学位，同时还于2006年获得堪萨斯大学的物理学硕士学位，2002年毕业于南开大学，获得物理学学士学位。主要研究方向包括营销模型、定价和促销、服务营销、营销战略、营销金融交叉、社交网络，大数据营销等，并在本科及研究生项目中教授营销原理、营销调研、营销模型、营销前沿研究和主文献阅读等课程。已在Management Science，Journal of Retailing，Decision Sciences，European Journal of Operational Research，International Journal of Production Research，Industrial Marketing Management，Journal of Interactive Marketing，Journal of Business Research，International Journal of Forecasting，《心理学报》、《金融研究》、《管理科学》、《运筹与管理》等国内外顶级及一流期刊上发表文章20余篇。同时，还担任中国高等院校市场学研究会常务理事，京东数字科技控股有限公司风险管理中心高级顾问和《营销科学学报》编委等社会兼职。