In online shopping quality is a key consideration when purchasing an item. Since customers cannot physically touch or try out an item before buying it, they must assess its quality from information gathered online. In a typical eCommerce setting, the customer is presented with seller-generated content from the product catalog, such as an image of the product, a textual description, and lists or comparisons of attributes. In addition to catalog attributes, customers often have access to customer-generated content such as reviews and product questions and answers.In a crowdsourced study, we asked crowd workers to compare product pairs from kitchen, electronics, home, beauty and office categories. In a side-by-side comparison, we asked them to choose the product that is higher quality, and further to identify the attributes that contributed to their judgment, where the attributes were both seller-generated and customer-generated. We find that customers tend to perceive more expensive items as higher quality but that their purchase decisions are uncorrelated with quality, suggesting that customers seek a trade-off between price and quality when making purchase decisions. Crowd workers placed a higher value on attributes derived from customer-generated content such as reviews than on catalog attributes. Among the catalog attributes, brand, item material and pack size 1 were most often selected. Finally, attributes with a low correlation with perceived quality are nonetheless useful in predicting purchases in a machine-learned system.
While product recommendation algorithms on the Web are wellsupported by a vast amount of interaction data, the same is not true on Voice. A promising approach to mitigate the issue is transfer learning, i.e., transferring the knowledge of customers' shopping behaviors learned from their shopping activities on the Web to Voice. Such a Web-to-Voice transfer is challenging due to customers' distinct shopping behaviors on Voice: customers are inclined to purchase more low-consideration products and are more likely to purchase certain products repeatedly. This paper presents TransV, a novel Web-to-Voice neural transfer network that allows for effective transfer of customers' shopping patterns from the Web to Voice, while taking into account customers' distinct purchase patterns on Voice. Our method extends the state-of-the-art self-attention neural architecture with a multi-level tri-factorization neural component, which allows to explicitly capture the similarity and dissimilarity of customers' shopping patterns on the Web and Voice. To model repeated purchases, TransV adopts a recency-based copy mechanism that considers the impact of the recency of historical purchases on customers' behavior of repeated purchases. Extensive validation on multiple real-world datasets, including two cross-platform datasets from Amazon.com and Amazon Alexa, shows that our method is able to improve voice-based recommendation substantially by 26.8% as compared with non-transfer learning methods. CCS CONCEPTS • Information systems → Recommender systems; • Computing methodologies → Transfer learning; Neural networks.
Customer reviews are an effective source of information about what people deem important in products (e.g. “strong zipper” for tents). These crowd-created descriptors not only highlight key product attributes, but can also complement seller-provided product descriptions. Motivated by this, we propose to leverage customer reviews to generate queries pertinent to target products in an e-commerce setting. While there has been work on automatic query generation, it often relied on proprietary user search data to generate query-document training pairs for learning supervised models. We take a different view and focus on leveraging reviews without training on search logs, making reproduction more viable by the public. Our method adopts an ensemble of the statistical properties of review terms and a zero-shot neural model trained on adapted external corpus to synthesize queries. Compared to competitive baselines, we show that the generated queries based on our method both better align with actual customer queries and can benefit retrieval effectiveness.
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