A Fuzzy Synthetic Evaluation Approach to Assess Usefulness of Reviews by considering Bias Inherited in Sentiments and Articulacy

Abstract

The reviews usefulness has been the aim of several research studies. However, results regarding the significance of usefulness determinants are often contradicting, thus decreasing the accuracy of reviews’ helpfulness estimation. Also, bias in user reviews attributed to differences e.g. in gender, nationality, etc., may result into misleading judgments thus diminishing reviews’ usefulness. Research is needed for sentiment analysis algorithms that incorporate bias embedded in reviews, thus improving their usefulness, readability, credibility, etc. This study utilizes fuzzy relations and fuzzy synthetic evaluation (FSE) in order to calculate reviews’ usefulness by incorporating users’ biases as expressed in terms of reviews’ articulacy and sentiment polarity. It selected and analysed 95.678 hotel user reviews from Tripadvisor, for five nationalities. The findings indicate that there are differences among nationalities. The British are most consistent in their judgments expressed in titles and review documents. The British and the Greek review titles suffice to convey any negative sentiments. The Dutch use fewer words in their reviews than the other nationalities. This study suggests that fuzzy logic captures subjectivity which is often found in reviews, and it can be used to quantify users’ behavioral differences, calculate reviews usefulness, and provide the means for developing more accurate voting systems.