Online Product Decision Support Using Sentiment Analysis and Fuzzy Cloud-Based Multi-Criteria Model Through Multiple E-Commerce Platforms

Zaoli Yang, Qin Li, Vincent Charles, Bing Xu, Shivam Gupta

Research output: Contribution to journalArticlepeer-review

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The competitive landscape of multiple e-commerce platforms and the vast amount of product reviews associated with these platforms have supported both consumers' online shopping decision making and also served as a reference for product attribute performance improvement. This article proposes a sentiment-driven fuzzy cloud multicriteria model for online product ranking and performance to provide purchase recommendations. In this novel model, bidirectional long short-term memory network-conditional random fields, sentiment analysis, and K-means clustering are first integrated to mine product attributes and compute sentiment values based on the reviews from various platforms. Next, considering the confidence of the sentiment value, the cloud model is combined with q-rung orthopair fuzzy sets to define the new concept of the q-rung orthopair fuzzy cloud (q-ROFC) and the interaction operational laws between q-ROFCs are given. The sentiment values of each product attribute from different platforms are cross combined and transformed into a type of q-ROFC, while multiple interactive information matrices are established. To investigate the correlation among homogeneous attributes, the q-ROFC interaction weighted partitioned Maclaurin symmetric mean operator is proposed. Finally, we provide real-world examples of online mobile phone ranking and attribute performance evaluation. The results show that our proposed method offers significant advantages in dealing with customer purchase decisions for online products and problems with performance direction identification. Managerial implications are discussed.

Original languageEnglish
Pages (from-to)3838-3852
Number of pages15
JournalIEEE Transactions on Fuzzy Systems
Issue number11
Early online date25 Apr 2023
Publication statusPublished - Nov 2023


  • Customer purchase decision
  • multiple e- commerce platforms
  • online product ranking
  • q-rung orthopair fuzzy cloud (q-ROFC)
  • sentiment mining of online reviews

ASJC Scopus subject areas

  • Artificial Intelligence
  • Applied Mathematics
  • Control and Systems Engineering
  • Computational Theory and Mathematics


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