Exploring customer online reviews for new product development: The case of identifying reinforcers in the cosmetic industry

被引：15
作者：
Haddara, Moutaz [1 ]
Hsieh, Jenny [2 ]
Fagerstrom, Asle [1 ]
Eriksson, Niklas [3 ]
Sigurdsson, Valdimar [4 ]
机构：
[1] Kristiania Univ Coll, Dept Technol, Sch Econ Innovat & Technol, Oslo, Norway
[2] TIAS Sch Business & Soc, Utrecht, Netherlands
[3] Arcada Univ Appl Sci, Dept Business Management & Analyt, Helsinki, Finland
[4] Reykjav Univ, Sch Business, Reykjavik, Iceland
来源：
MANAGERIAL AND DECISION ECONOMICS | 2020年 / 41卷 / 02期
关键词：
MAJOR PLAYERS; ANTECEDENTS; BEHAVIOR; SYSTEMS; IMAGE; EWOM;
D O I：
10.1002/mde.3078
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
This study analyzes online customer reviews in order to investigate customers' preferences regarding cosmetic products. Based on the marketing firm theory, this research explores the possibility of enhancing the bilateral contingent relationships between the customer and the marketing firm within the cosmetics domain. Hence, this study applies market-search concepts by extracting customer reviews and employing text analytics to identify reinforcers and factors in cosmetic products, which customers are expecting, and their sentiments towards them. Our results suggest that some reinforcers are shared among all customers, but some vary among the different customer segments based on their age and skin tone.
引用
收藏
页码：250 / 273
页数：24
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