Avaliação de características que influenciam nos votos de utilidade de opiniões sobre serviços em português

Abstract

The large number of opinions generated by online users made the former “word of mouth” find its way to virtual world. In addition to be numerous, many of the useful reviews are mixed with a large number of fraudulent, incomplete or duplicate reviews. However, how to find the features that influence on the number of votes received by an opinion and find useful reviews? The literature on opinion mining has several studies and techniques that are able to analyze of properties found in the text of reviews. This paper presents the application of a methodology for evaluation of usefulness of opinions with the aim of identifying which characteristics have more influence on the amount of votes: basic utility (e.g. ratings about the product and/or service, date of publication), textual (e.g.size of words, paragraphs) and semantics (e.g., the meaning of the words of the text). The evaluation was performed in a database extracted from TripAdvisor with opinionsabout hotels written in Portuguese. Results show that users give more attention to recent opinions with higher scores for value and location of the hotel and with lowest scores for sleep quality and service and cleanliness. Texts with positive opinions, small words, few adjectives and adverbs increase the chances of receiving more votes.