An Analysis Framework to Reveal Automobile Users' Tastes from Online User-Generated Content

With the view toward enlivening the Chinese automobile market, this work seeks to develop a framework to reveal the tastes of Chinese car users from online user-generated content (UGC) and identify future product improvement orientation. We construct an importance-satisfaction gap analysis (ISGA) model based on sentiment analysis technique. Specifically, a novel unsupervised word-boundary-identified algorithm for the Chinese language is used to extract domain professional feature words and a set of sentiment scoring rules is constructed. By matching feature-sentiment word pairs, we calculate car users' satisfaction with different attributes based on the rules, and weigh the importance of attributes using TF-IDF method, which lay the statistic foundation for our ISGA model. We also take time into account and further analyze the ISGA model, aiming to provide new insight into the changing tastes of Chinese car users so as to suggest correct design positioning and resource allocation. The final evaluation results show that the method proposed in this paper, which integrates Chinese word-boundary-identified algorithm and sentiment lexicon matching rules, is well supported.