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| Research on the Sentiment Intensity Measurement Model of Internet Word-of-Mouth Public Opinion Based on the PAD Model |
| Li Ji, Huang Wei, Guo Sulin, Sun Yue |
| School of Management, Jilin University, Changchun 130022 |
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Abstract It is helpful for companies to monitor Internet word-of-mouth public opinion in real time in order to capture online commentary information from Chinese online customer reviews as well as to build online word-of-mouth (WOM) monitoring and assessment methods based on the PAD model. By using the synonym Term Extension and Dalian Polytechnic s emotional vocabulary ontology to build a sentiment dictionary, along with the psychological PAD model to calculate emotional intensity, this paper examines and analyzes the emotional state expressed in product reviews, and conducts an online word-of-mouth opinion process. The online reviews of the Jingdong notebook brand were used as an example and were monitored and evaluated to verify the case. The proposed method based on the PAD model for Internet word-of-mouth public opinion monitoring and evaluation has a better test effect, and can provide information decision for online word-of-mouth public opinion monitoring and evaluation of online products.
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Received: 03 September 2018
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