东南大学经济管理学院专题讨论（Seminar）登记表
报告题目 | Exploring Online Return Behaviors Using Data Mining Approaches | ||
报告人（单位） | 周莉（University of Greenwich, UK） | ||
点评人（单位） | 何勇 （东南大学） | 点评人（单位） | 李四杰 （东南大学） |
时间地点 | 时间：2021年12月14日（周二）下午3:00点 地点：腾讯会议：216-581-367 | ||
报告内容摘要 |
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报告内容： Solving a conundrum of exploring online return behaviour (ORB) is always challenging due to volume and variety of customer data. ORB is anonymously more impulsive and unpredictable behind the screen. Knowing these behaviours in advance will support operational activities more efficiently.This research aims to comprehensively understand and predict online customer return behaviour by analysis online customer reviews, hence provide pragmatic and advanced techniques to handle the explosion of online product returns. We adapt a big data-driven methodology from Cross-industry standard process for data mining (CRIPS-DM). Using a large review dataset from Amazon, we incorporate unsupervised topic models and supervised machine learning/deep learning models to qualitatively and quantitatively predict and explore ORB. The analysis generates empirical insights of online discussion about ORB, emphasising service and appearance-related issues such as returns management system, packaging and delivery, pricing strategy and product appearance rather than technical/usage issues (e.g., quality, using methods). Among these issues, returns management system is the most influencing factor that potentially dictates the return keywords in customer reviews and thinking.
报告人简介： Dr. Zhou, Li. PhD supervisor. Professor of operations and supply chain management at the University of Greenwich, UK. She is the Deputy Director of Networks and Urban Systems Centre, Co-Director of Connected Cities Research Group. She has acted in several different leadership roles during her international career in China, Sweden and UK, ranging from project leadership to team leader and team member in a number of projects funded by the Chinese government, the Swedish Institute, and enterprises. These projects cover from product design to education and management consulting. So far, she has had over 130 articles published in various forms including journal papers, edited book chapters, and conference papers. Her work appears (inter alia) in internationally recognised and high-impact journals such as, POM, EJOR, IJPE, OMEGA, etc. She is also the guest editor of five special issues for the IJPE and TRE. | |||
