研究結果顯示，消費者在寫評論的時候，會受到其比較基礎影響。例如，在觸屏時代的低價格帶中，客戶認為"藍牙"和"功能"是必要屬性，而這些屬性在中、高價格帶時卻轉變成performance屬性。這個結果顯示，在手機產品的初期階段，客戶非常重視藍牙和類似筆這樣的配件，因為過去的掌上型筆電(PDA)等類似產品也具備筆和藍牙功能。透過整合Kano模型和屬性情感分析，本研究為消費者需求分析領域做出了貢獻，使企業能夠根據網路評論中提取的消費者回饋做出更精確的產品決策。 ;In the era of e-commerce, online product reviews have become an essential source of information for consumers and businesses alike. This study aims to leverage the abundance of online reviews to gain valuable insights into customer preferences and improve product development strategies. We apply the BERT and Kano Model to analyze online product reviews, conducting three case studies that can assist E-commerce retailers with marketing precision based on a better understanding of customer thought. Various approaches were applied to cell phone review data from 10 brands spanning November 2003 to December 2019. Important attributes were extracted and sentiment was classified using the BERT model. K-means clustering grouped these attributes based on reviewers′ perspectives. The SHAP value and effect-based Kano Model were used for additional analysis. Regardless of generation, iPhone customers prioritize battery capacity and charging speed. A notable transition in the perception of the "battery" attribute was observed in the high price zone, attributed to increased availability and diversity of phone applications. Product comparisons, rather than the product itself, significantly influence customers′ reviews. The importance of "price" has diminished over three generations, indicating a shift in preference towards more affordable options. iPhone buyers prioritize user experience, while Android phone buyers focus on functional aspects. We do not consider different customer segments, such as age or gender, which may impact customer satisfaction dimensions. Future research should analyze online reviews specific to target customer segments for valuable insights and tailored product strategies. Our study analyzes online product reviews across various brands, generations, and price zones. Utilizing the BERT model and integrating SHAP value into the Kano model, we provide comprehensive insights that surpass traditional approaches, enabling a clear understanding of customer preferences.
