1. Visualization of Product Review

2. 2 Introduction To activate the on-line purchase, most of shopping mall adopts a strategy which records the “ Product Review ” The opinions from people who have already bought the products give useful information to the potential purchaser, seller or manufacturer The type of purchase of E-Commerce, which applies Product Review, is the newest trend in the Internet shopping: Twinsumer The opinions after purchasing the product has been recorded for the potential purchasers, but there are lack of helpful and essential information to deliver to the potential purchasers for actual buying. Establishing the definition, characteristic, and function of help system for purchase is needed A lack of Technical Philosophy which makes Product Review to be the marketing strategy in the on-line shopping mall

3. 3 Why is Product Review? As using web is increasing, the amount of Product Review is exponentially growing Product Review is useful for potential customer and product manufacturer A hot item has hundreds and thousands of Product Review Text-Based Product Review can deliver enough information of Product, If Product Review has long passages with a small percentage of opinion section, it will increase the amount of review for potential customers. Reading the only minority opinion makes the bias for product Management problem of a great quantity of Product Review related to the products occurs to the product manufacturers It will be difficult for potential customer and manufacturer to attain and manage the necessary information as text-based Product Review is increasing

4. 4 Difficulty of Decision Making Increasing of Product Review and its Reader & Writer Increasing of Product Information Difficulty of Searching because of a Great Quantity of Product Review Searching the Minority Product Review Creates Bias Some Change is needed For Product Review to Offer the Useful Information For Actual Buying Why is Product Review?

5. 5 Amazon.com : Let Product Review is recorded by purchasers for the first in 1995mazon.com Amazon.com의 Homepage & Product Review Representative Example of Product Review(overseas)

6. 6 www.epinions.comwww.epinions.com : Third-Party Representative Example of Product Review(overseas)

7. 7 www.barnesandnoble.com Representative Example of Product Review(overseas)

8. 8 www.gmarket.comwww.gmarket.com : Korea ’ s celebrate Online Shopping mall Representative Example of Product Review(home)

9. 9 www.gseshop.co.kr Representative Example of Product Review(home)

10. 10 Summary On-line shopping mall adopts a strategy which purchasers record Product Review Most of Product Review is text-based Product Review is changing gradually into image-based Making Product Review with surveying the satisfaction of product Don ’ t survey the purchasers ’ actual satisfactions, but items on-line shopping mall is needed Absence of methods that helps potential consumers to purchase when a great amount of Product Review is existed Appearance of professional review site not by on-line shopping mall, but by expert or a group of early adopter, carrying out the role of Third-Party Why is Product Review?

11. 11 Product Review Style Approach Documentation Style Characteristic Adopting by most of on-line shopping mall Offering text-based information relating to Product Limitless of amount of information which can be offered Providing information directly/indirectly relating to product Difficulty of achieving information relating to product when the amount of Product Review is huge – Existing of Product Review which is meaningless or reiteration of simple vocabulary – Difficulty of managing Product Review Difficulty of recovering the reliability of relating product when Product Review is biased – Information Cascade

12. 12 Product Review Style Approach Image Style Characteristic Made by special reviewer such as early adopter Adopted by special review site rather than on-line shopping mall Providing information relating to product by both text and image Providing information relating to the specific design and function of product Difficulty of achieving information relating to product when the amount of Product Review is huge Difficulty of recovering the reliability of relating product when Product Review is biased – Run a commercialized review site

13. 13 Product Review Style Approach Dashboard Style Characteristic Adopting to offer more implicative and faster information Making purchasers to record with Product Review Marking the core characteristic related to product by satisfaction measurement On-line shopping mall offers the category related to satisfaction measurement – Making limited facts to express the purchasers ’ opinions Easy to achieve information related to product when the amount of Product Review is huge Occurring the tendency of centralized if it ’ s made insincerely Type – 5 or 7 Scale of Star, Bar type – Inaccurate expression of Frequency

14. 14 Satoshi, et al(2002) “ Mining Product reputations on the web ” Product review about Research trend Product Review

15. 15 Product review about Research trend Dave et al(2003) “ Mining the Peanut Gallery: Opinion Extraction and Semantic Classification of Product Reviews ” Product Review

16. 16 Product review about Research trend Ming Hu and Bing Liu(2004) “ Mining and Summarizing Customer Reviews ” Product Review

17. 17 Product review about Research trend Bing, et al(2005) “ Opinion Observer : Analyzing and Comparing Opinions on the Web ” Product Review

18. 18 Product review about Research trend Gamon, et al(2005) “ Pulse: Mining Customers Opinions From Free Text ” Product Review