Neighbor-aware review helpfulness prediction

Jiahua Du, Jia Rong, Hua Wang, Yanchun Zhang

Research output: Contribution to journalArticleResearchpeer-review

Abstract

Helpfulness prediction techniques have been widely incorporated into online decision support systems to identify high-quality reviews. Most current studies on helpfulness prediction assume that a review's helpfulness only relies on information from itself. In practice, however, consumers hardly process reviews independently because reviews are displayed in sequence; a review is more likely to be affected by its adjacent neighbors in the sequence, which is largely understudied. In this paper, we proposed the first end-to-end neural architecture to capture the missing interaction between reviews and their neighbors. Our model allows for a total of 12 (three selection × four aggregation) schemes that contextualize a review into the context clues learned from its neighbors. We evaluated our model on six domains of real-world online reviews against a series of state-of-the-art baselines. Experimental results confirm the influence of sequential neighbors on reviews and show that our model significantly outperforms the baselines by 1% to 5%. We further revealed how reviews are influenced by their neighbors during helpfulness perception via extensive analysis. The results and findings of our work provide theoretical contributions to the field of review helpfulness prediction and offer insights into practical decision support system design.

Original languageEnglish
Article number113581
Number of pages12
JournalDecision Support Systems
Volume148
DOIs
Publication statusPublished - Sep 2021

Keywords

  • Context clues
  • Deep learning
  • Review helpfulness
  • Review neighbors
  • Sequential bias

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