Zou Peng

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— The previous studies have shown inconsistent relationship between the valence (positive or negative) of online consumer reviews and consumer decision making. With accessibility/diagnosticity theory, this study attempts to explain this discrepancy through exploring consumer expertise as a moderator. Our results from a 2 * 2 experiment design indicate that(More)
Two types of errors of "rejecting true and accepting false" are inevitable in customer value segmentation. The traditional data mining method which is on the total accuracy rate can not reflect the influence caused by the great difference of misclassification costs and unbalanced quantity distribution of customers who have various values. The thesis(More)
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