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7-18 Professor Zhang Dongsong, University of North Carolina at Charlotte, USA: discovering cultural differences in online consumer product reviews

  Time: 2019-7-18 (Thursday) 10:00 am 

  Location: Main Building 317

  Introduction:

  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.

  Speaker profile:

  Professor Zhang Dongsong received his Ph.D. in Management Information Systems from the Eller School of Management at the University of Arizona in 2002. He is currently a professor at the University of North Carolina at Charlotte.His research mainly includes areas such as knowledge management, online community, e-commerce, and automatic identification of online fraud. He has published about 100 academic papers in related academic journals and conferences, including 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 and Information & Management.He has received research grants from the National Science Foundation (NSF), the National Institutes of Health (NIH), Google Inc., the National Natural Science Foundation of China, the Chinese Academy of Sciences, and the Royal Society.He is currently a senior editor, associate editor and editorial board member of several internationally renowned journals in the field of information systems and e-commerce, including MIS Quarterly, Journal of Management Information Systems (JMIS), Communications of the ACM (CACM), Journal of Association. Of Information Systems, etc.

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