Transcript MIS-9003-Proposal_Vicky Xu

Why Consumers in Different Areas
(Urban vs. Rural) have Different Online
Purchasing Behaviors?
-- An Empirical Study of Social Media
Opinion Mining
Huihui (Vicky) Xu
Temple University
March 23, 2016
Motivation
The evolution of social media draws many parallels to the evolution
of business.
• 74% of consumers rely on social media to inform their purchasing
decisions
• 90% of consumers trust product recommendations from their
peers, while only 33% trust advertisements.
Figure 1. 62% of
online shoppers
have read product
comments their
friends shared
on Facebook.
Motivation
• In digital world, hundreds of millions of people are sharing
their thoughts and opinions on social media like Facebook,
Twitter every day.
• Most social media contents can be freely accessed by the
public.
• It would be of great help if we would extract purchasing
opinions from social media, as a faster and less expensive
alternative to traditional survey and polling methods.
Theoretical Background
• The influence of geo-demographic settings of route to
shopping of urban vs. Rural shoppers. (Rajagopal, 2009).
• Urban/rural differences in connectivity (e.g., Espiritu 2003).
• In Netherlands, both people living in a very strongly urbanized
area and those with a low shop accessibility have a higher
likelihood of buying online (Farag et al. 2006).
• Web-blogs used to construct a corpus for sentiment analysis
and use emotion icons assigned to blog posts as indicators of
users’ mood (Yang et al. 2007).
Framework
Social Media
context (eg.
Facebook,
Twitter)
Data
Collection
Targeted
Topic
Modeling
Opinion
Analysis
Meaningful
Report
Hypotheses
 Hypothesis 1 (H1):
Urban consumers have a stronger positive opinion to choose
online purchasing channels than rural consumers.
•
•
Argument for H1, online purchasing channels would stimulate
urban consumers
Argument against H1, online purchasing channels would stimulate
rural consumers
 Hypothesis 2 (H2):
Urban consumers have a stronger positive opinion to purchase
search goods than rural consumers.
•
•
Argument for H2, urban consumers more like to choose search
goods online
Argument against H2, rural consumers more like to choose search
goods online
Thank You!