Consumer Sentiment Involvement in Big Data Analytics and Its Impact on Product Design Innovation

Chang Liu,Yueli Xu

doi:10.3390/su132111821

Abstract

With the development of Internet technology and the digital market in China, consumption through e-commerce platforms and giving online reviews after purchase have become mainstream. However, current market research still uses traditional methods of surveys and questionnaires, which largely influences the efficiency of relevant enterprises in finding key product issues and lowers new product performance. This paper conducts the aspect-based sentiment analysis (ABSA) method to study the impact of consumer sentiment involvement (CSI) on new product performance. We took the ceramic industry as a case study, and collected 3.22 million consumer responses for ABSA. A total of 22 performances of new products were analyzed for CSI hypothesis testing. We found that CSI big data analytics were positively related to new product performance and enterprise innovation. Our study contributes in three ways. First, we extend the concept of co-creation in open innovation studies into an intelligent data intensive context. The data-driven open innovation is conducive to product design and new product performance. Second, we enrich the empirical industry of ABSA sentiment analysis in the Chinese ceramic industry. Third, we contribute to the collaboration method to motivate consumers to participate, which means to make effective product reviews in this research.

Highlights

With the rise of the Internet economy, online consumption has gradually become a significant economic growth force
We argue that consumer sentiment involvement (CSI) could improve the new product performance through big data analysis
We found that the consumer sentiment involvement in big data analytics was positively related to new product performance and enterprise innovation process

Summary

Introduction

With the rise of the Internet economy, online consumption has gradually become a significant economic growth force. The base of Internet users in China provides an advantageous platform for the digital economy and digital retailing development. On the premise that e-shopping is guaranteed, consumers tend to shop online and give feedback for products since the purchase risks are relatively low [3]. Their proactive reviews after purchase are valuable for market research in all industries and enterprises. For most Chinese enterprises, the main methods of market research still use traditional surveys and questionnaires, which are hard to manage massive amounts of data on consumers’ reviews on E-commerce platforms and social media. The traditional methods cannot have a comprehensive evaluation of related products, resulting in many products using experience and feedback will not be included in surveys and questionnaires

Methods

Results

Discussion

Conclusion