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Mining online e-liquid reviews for opinion polarities about e-liquid features
Zhipeng Chen1, Daniel D Zeng2,3
1Department of Management Information Systems, University of Arizona, 1130 East Helen Street, Tucson, 85721-0108, USA. zhipengchen@email.arizona.edu.
E-cigarette users prefer mixed flavors like nuts and cream, and enjoy cloud production. However, they are dissatisfied with ingredients and throat hit, indicating areas for product improvement.
Area of Science:
- Consumer product analysis
- Vaping technology
- Market research
Background:
- The global electronic cigarette (e-cigarette) market has experienced significant growth.
- Understanding user preferences is crucial for e-cigarette market development.
Purpose of the Study:
- To identify key features attracting users to e-cigarettes by analyzing online e-liquid reviews.
- To differentiate between feature popularity and user preference in the e-cigarette market.
Main Methods:
- Collected e-liquid reviews from a prominent online platform.
- Extracted e-liquid features using keyword analysis.
- Applied sentiment analysis to classify features as positive or negative, calculating the positive sentiment ratio to gauge user preference.
Main Results:
- E-liquid feature popularity and user preference are not directly correlated.
- Favorite flavor categories include nuts and cream; most popular categories are fruit and cream.
- Mixed e-liquid flavors are preferred over single flavors, with fruit and cream being frequently mixed.
- Users express satisfaction with cloud production but dissatisfaction with ingredients and throat hit.
Conclusions:
- Identified specific flavors and cloud production as satisfying aspects for e-cigarette users.
- Flavors and cloud production are potential drivers for attracting new users to e-cigarettes.
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