Çevrimiçi değerlendirmelerde duyguların haritalanması: Mobil uygulamalara ilişkin kullanıcı yorumlarında duygu yelpazesinin incelenmesi

Yıl 2024, , 1598 - 1619, 29.09.2024

Fatih Pınarbaşı

https://doi.org/10.30783/nevsosbilen.1508802

Öz

Mobil uygulamalar, tüketiciler için güçlü platformlar olarak ortaya çıkmıştır ve mobil bağlamda kullanıcıların içerik ve duygusal yönlerine göre tutum ve tepkilerini anlamak, pazarlama karar verme sürecinde hayati önem taşımaktadır. Kapsamlı bir yaklaşıma sahip olan çalışma, belirli duyguları (öfke, tiksinti, korku, sevinç, nötr, üzüntü, şaşkınlık) inceleyerek mobil uygulamalardaki kullanıcı yorumları bağlamındaki duygu spektrumunu analiz etmeyi amaçlamaktadır. Duygu analizi metodolojisi ("Emotion English DistilRoBERTa-base" transformatör modeli aracılığıyla), 34 mobil uygulama kategorisinden 302.647 incelemeden oluşan veri kümesinde kullanılmıştır. Duyguların kategorik olarak incelenmesinde en baskın duygu kategorisinin tarafsızlık olduğu, bunu sevinç, üzüntü, tiksinme, şaşkınlık ve öfke duygu kategorilerinin takip ettiği, en az baskın olan kategorinin ise korku kategorisi olduğu görülmektedir. Polarite incelemesine göre; olumsuz kutupluk incelemeleri nötr, üzüntü ve tiksinme duygularıyla ilişkilidir; nötr kutupluk incelemeleri tarafsızlık ve üzüntüyle ilişkilendirilir; Olumlu kutupluluk incelemeleri, nötr ve sevinçli duygu kategorileriyle ilişkilidir. Analizin son kısmı duyguların tek tek incelenmesini ve her bir duygunun baskınlık sıklığı en yüksek olduğu mobil uygulama kategorilerinin sunulmasını içermektedir. Duyguların dağılım oranları ve farklı uygulama kategorileriyle duyguların bireysel ilişkileri gelecekteki akademik araştırmalara ve pazarlama karar alma süreçlerine ışık tutar.

Anahtar Kelimeler

çevrimiçi değerlendirmeler, mobil uygulamalar, kullanıcı duyguları, duygu analizi

Mapping the Online Reviews Sentiment Landscape: An Exploration of Emotion Spectrum in User Reviews of Mobile Apps

Öz

Mobile applications have emerged as powerful platforms for consumers and understanding the attitudes and reactions of users by content and emotional sides in a mobile context becomes crucial for marketing decision-making. The study with comprehensive approach aims to analyze the emotion spectrum in mobile applications user reviews context by examining specific emotions (anger, disgust, fear, joy, neutral, sadness, surprise). Sentiment analysis methodology (through "Emotion English DistilRoBERTa-base" transformers-model) is employed on the dataset of 302.647 reviews from 34 mobile application categories. Categorical examination of emotions indicates that neutrality is the dominant emotion category, followed by joy, sadness, disgust, surprise, and anger emotion categories, while the fear category is the least dominant category. According to polarity examination; negative polarity reviews are associated with neutral, sadness and disgust emotions; neutral polarity reviews are associated with neutral and sadness; positive polarity reviews are associated with neutral and joy emotion categories. Final part of analysis includes examination of emotions individually and mobile app categories which each emotion with the highest frequency of dominance are presented. The distribution rates of emotions and the individual relationships of emotions with different application categories can shed light on future academic research and marketing decision-making.

Anahtar Kelimeler

online reviews, mobile applications, user sentiments, sentiment analysis

Kaynakça

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