Thai Sentiment Analysis for Consumer’s Review in Multiple Dimensions Using Sentiment Compensation Technique (SenseComp)
Paitoon Porntrakoon, Chayapol Moemeng · 2018
Trustworthiness of an e-vendor in the e-marketplace can be determined in multiple dimensions: product, price, and shipping. An e-vendor who has high trust level in more dimensions is more likely to have the competitive advantage than others. A consumer's review is analyzed to find i ts p olarity in different dimensions. Positive sentiment in consumers' reviews helps increase the trustworthiness of e-vendors which in turn influences c onsumer's p urchase i ntention. I n t his p aper, we propose the method to automatically analyze Thai sentiment of consumer's review in product, price, and shipping dimensions by using multi-dimensional lexicon and sentiment compensation technique. A consumer's review in Thai language is tokenized using the longest matching algorithm. Then, it is analyzed to find its sentiment. Sentiment compensation technique is used to automatically compensate the sentiment to a dimension where consumer's review mentions the sentiment without a dimension. The results show that our proposed method outperform sentiment to dimension (S2D) and dimension to sentiment (D2S) methods with the overall accuracy 93.60%.