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                                      7-18美国北卡罗来纳大学夏洛特分校张东松教授:DISCOVERING CULTURAL DIFFERENCES IN ONLINE CONSUMER PRODUCT REVIEWS




                                        In this study, we investigate whether consumers with different cultures concentrate on different product features in online consumer product reviews and show different opinions toward individual product features of the same products. To this end, we extract product features and their associated opinions (i.e., feature-opinion pairs) from online consumer reviews of the same products available at Amazon websites for U.S. and Chinese consumers. The analysis of 4,754 reviews shows that American consumers tend to focus more on usability features of products and have more negative opinions on the same product features in their online reviews than Chinese consumers. Chinese consumers, on the other hand, comment more on aesthetics of products in their reviews. These findings provide some valuable guidance for sellers and manufacturers to better customize their products and improve marketing strategies for consumers with different cultural backgrounds.


                                        张东松教授于2002年获得美国亚利桑那大学Eller管理学院管理信息系统专业博士学位,现为美国北卡罗来纳大学夏洛特分校教授。他的研究主要包括知识管理、网上社区、电子商务、网上诈骗的自动识别等领域。目前,他已有约100篇学术论文发表在相关学术期刊和会议上,包括MIS Quarterly,Journal of Management Information Systems (JMIS), IEEE Transactions on Knowledge and Data Engineering (TKDE),IEEE Transactions on Software Engineering,IEEE Transactions on Systems,Man,Cybernetics, Decision Support Systems和 Information & Management等。他曾获得美国国家科学基金会(NSF)、美国国家卫生研究所(NIH)、谷歌公司、中国国家自然科学基金会、中国科学院、英国皇家学会等机构的研究资助。他现在是多个信息系统和电子商务领域国际著名期刊的高级编辑、副编辑和编委会成员,包括MIS Quarterly,Journal of Management Information Systems (JMIS),Communications of the ACM (CACM),Journal of Association of Information Systems等。


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