Abstract:
Customer reviews play an increasingly important role in understanding after sale satisfaction and in directing products improvements. Previous research has already made much progress on analysing the differences among online user reviews referring to various demographics (i.e. genders, countries). However, there is insufficient attention been paid to exploring the feedback from the customised product for the specific target market, especially when there is another user segment involved in reviewing the tailored products. This study takes the animation movies as an example product which is targeted at children to compare the viewpoints from the target market and the views from other user segments (e.g., general adults and parents). By using data from IMDB and Common Sense Media, this research compared the similarities and differences between adults and children. By implementing both quantitative and qualitative approaches, the evidence suggested that children had a subset of interests compared to adults. Moreover, when using text mining methodology such as topic modelling and topical network clustering for analysing the detailed comments, more signs indicated the contradictions between the groups, suggesting that children possess unique ways of evaluating the product, and thus revealing their irreplaceable role as the target market. These findings suggest theoretical and practical implementations for scholars and commercial companies and calls for the attention on understanding the feedback from the target market for the customised products.
