Applying Sentiment Product Reviews and Visualization for BI Systems in Vietnamese E-Commerce Website: Focusing on Vietnamese Context

Abstract

Product reviews become more important in the buying decision-making process of customers. Exploiting and analyzing customer product reviews in sentiments also become an advantage for businesses and researchers in e-commerce platforms. This study proposes a sentiment evaluation model of customer reviews by extracting objects, emotional words for emotional level analysis, using machine learning algorithms. The research object is the Vietnamese language, which has special semantic structures and characteristics. In this research model, emotional dictionaries and sets of extract rules are combined to build a data training data set based on the semantic dependency relationship between words in sentences of the given Vietnamese context. The recurrent neural network model (RNN) solves the emotional analysis issue, specifically, the long short-term memory neural network (LSTMs). This analysis model combines the vector representations of words with a continuous bag-of-words (CBOW) architecture. Our system is designed to crawl realistic data in an e-commerce website and automatically aggregate them. These data will be stored in MongoDB before processing and input into our model on the server. Then, the system can exploit the features in products reviews and classify customer reviews. These features extracted from different feedback on each shopping step and depending on the kinds of products. Finally, there is a web-app to connect to a server and visualize all the research results. Based on the research results, enterprises can follow up their customers in real-time and receive recommendations to understand their customers. From there, they can improve their services and provide sustainable consumer service.