What affects the online ratings of restaurant consumers: a research perspective on text-mining big data analysis

Abstract

Purpose Despite a significant focus on customer evaluation and sentiment analysis, limited attention has been paid to discrete emotional perspective in terms of the emotionality used in text. This paper aims to extend the general-sentiment dictionary in Chinese to a restaurant-domain-specific dictionary, visualize spatiotemporal sentiment trends, identify the main discrete emotions that affect customers’ ratings in a restaurant setting and identify constituents of influential emotions. Design/methodology/approach A total of 683,610 online restaurant reviews downloaded from Dianping.com were analyzed by a sentiment dictionary optimized by the authors; the main emotions (joy, love, trust, anger, sadness and surprise) that affect online ratings were explored by using multiple linear regression methods. After tracking these sentiment review texts, Latent Dirichlet Allocation (LDA) and LDA models with term frequency-inverse document frequency as weights were used to find the factors that constitute influential emotions. Findings The results show that it is viable to optimize or expand sentiment dictionary by word similarity. The findings highlight that love and anger have the highest effect on online ratings. The main factors that constitute consumers’ anger (local characteristics, incorrect food portions and unobtrusive location) and love (comfortable dining atmosphere, obvious local characteristics and complete supporting services) are identified. Different from previous studies, negativity bias is not observed, which poses a question of whether it has to do with Chinese culture. Practical implications These findings can help managers monitor the true quality of restaurant service in an area on time. Based on the results, restaurant operators can better decide which aspects they should pay more attention to; platforms can operate better and can have more manageable webpage settings; and consumers can easily capture the quality of restaurants to make better purchase decisions. Originality/value This study builds upon the existing general sentiment dictionary in Chinese and, to the best of the authors’ knowledge, is the first to provide a restaurant-domain-specific sentiment dictionary and use it for analysis. It also reveals the constituents of two prominent emotions (love and anger) in the case of restaurant reviews.