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This research adopts a holistic approach to analyze customer reviews in the e-commerce industry by utilizing a combined approach of numerical and text analysis. Specifically, this study integrates univariate, multivariate, and sentiment analysis to gain comprehensive insights into product preferences and customer satisfaction. The methodology includes a detailed examination of univariate distributions to uncover numerical trends in product ratings and preferences. Multivariate distributions are explored to understand the complex relationships between related variables. Sentiment analysis is performed using the Sentiment Intensity Analyzer to categorize reviews into positive, neutral, and negative sentiments. Additionally, N-gram analysis is applied to both recommended and non-recommended reviews to identify key themes, such as dissatisfaction with product size and satisfaction with fit. Logistic regression and naive Bayes models are employed to classify sentiment, with logistic regression achieving high accuracy on both training (91.3%) and validation data (89.2%). This research highlights the significant role of product recommendations as indicators of positive sentiment, while product ratings reveal the complexity in consumer judgment. The study contributes significantly to understanding the dynamics of customer reviews in the e-commerce industry, providing a solid foundation for smarter decision-making to improve customer experience and product quality.
Ruangkanjanases et al. (Tue,) studied this question.