A new method for ranking the usefulness of negative online reviews based on combined weighting method and improved TOPSIS

Abstract

Online shopping has gradually become an important way of consumption, and consumers are paying more and more attention to negative reviews. In order to avoid the massive amount of negative review information leading to loss of useful information, this paper proposes a method for evaluating the usefulness of negative online reviews. Firstly, the method constructs an evaluation index system for the usefulness of negative online reviews from three aspects: the form feature, text feature, and reviewer feature of negative reviews, and uses a combination weighting method based on fuzzy analytic hierarchy process (FAHP) and entropy method to determine the weight of each index. Secondly, the usefulness ranking results of negative online reviews are obtained through the improved TOPSIS method based on the combined weighting method. Finally, the empirical analysis of the proposed model is carried out by crawling the negative online reviews of JD.com Fresh Food platform, and the improved model is compared with the traditional TOPSIS model, which proves the feasibility and effectiveness of the model.