Website Evaluation Using Opinion Mining

JENNIFER E. TAYAG
ABSTRACT
There are many approaches to website evaluation, and they can seem daunting, especially if
customers are not accessibility professional. Thankfully, there are some excellent tools that can
assist companies in the evaluation process, but such tools are only useful as a step in the evaluation
process. This paper will cover some key principles to keep in mind as you perform your
accessibility evaluation. Opinion mining is a type of natural language processing for tracking the
mood of the public about a particular product. Opinion mining, which is also called sentiment
analysis, involves building a system to collect and categorize opinions about a product. Automated
opinion mining often uses machine learning, a type of artificial intelligence (AI), to mine text for
sentiment. Moreover, this paper will present the relevance of opinion and sentiment mining,
evaluation of website through different methods or strategies and taxonomy of online opinion
mining.
I.INTRODUCTION
With the development of every country and growth of access to internet for almost
everyone the global virtual community is increasing by the hour. Small and large businesses have
knowledge of this and try to exploit the potential customers online. These potential customers are
willing to spend their money and invest in those website as it provides some features for them as
well, but due to them getting scammed the turnover is getting fewer.
To face this problem, website evaluation need to be done. It should aim to categorize the
website based on some set guidelines which be used to rate the website and give it its deserving
rank. Website evaluation can be done via many techniques and ways, mostly conventional. But
the conventional ways are getting outdated and not that much effective anymore.
From thousands of people giving their own opinions about a single business front on the
internet will lead to hundreds of thousands of reviews, scattered and or unarranged. Which makes
it mighty difficult for someone looking for answer to find that answer from the heaps of reviews.
Here is where opinion mining techniques come in. A set of techniques which require an Artificial
Intelligence system to computationally identify and extract the required subjective emotional
sentimental analysis of the review and give the website a categorized rank based on that review.
Those categorize ranks will sum up and give an average overall rating to the website.
This Artificial intelligence system is an opportunity for a final year project and will open many
doors of opportunity and learning new things. An artificial neural intelligence system has to be
created which can process human’s natural language and extract sentiments from it. The system
could also rank the website based on the plagiarized content available on the website.
The final year project for system review can also be made to find how genuine a website
is. A database of keywords can also be maintained to help the artificial intelligence system
recognize some patterns of user’s text to quickly extract opinion from the review. The system
would definitely be identified by its fast text processing speeds and quick and efficient artificial
intelligence.
Moreover, an important part of our information-gathering behavior has always been to
find out what other people think. With the growing availability and popularity of opinion-rich
resources such as online review sites and personal blogs, new opportunities and challenges arise
as people now can, and do, actively use information technologies to seek out and understand the
opinions of others. The sudden eruption of activity in the area of opinion mining and sentiment
analysis, which deals with the computational treatment of opinion, sentiment, and subjectivity in
text, has thus occurred at least in part as a direct response to the surge of interest in new systems
that deal directly with opinions as a first-class object.
Furthermore, with the popularization and development of internet, as a new business
methodology, e-business websites are attracting the attention of public and springing with fierce
competition. The only way is to make a comprehensive and accurate evaluation of the sites. Many
traditional approaches have done this job, which are mostly qualitative and subjective. New
approach based on opinion mining are being implemented worldwide. Through the reviews
customers have posted, mining the evaluation of various website indexes quantitatively.
As mentioned by Pang B. et al. (2008), “What other people think” has always been an
important piece of information for most of people during the decision-making process. Long
before awareness of the World Wide Web became widespread, people asked their friends to
recommend an auto mechanic or to explain who they were planning to vote for in local elections,
requested reference letters regarding job applicants from colleagues, or consulted Consumer
Reports to decide what dishwasher to buy. But the Internet and the Web have now (among other
things) made it possible to find out about the opinions and experiences of those in the vast pool of
people that are neither our personal acquaintances nor well-known professional critics that is,
people never heard of. And conversely, more and more people are making their opinions available
to strangers via the Internet. Indeed, according to two surveys of more than 2000 American adults
each [63, 127], 81% of Internet users (or 60% of Americans) have done online research on a
product at least once; 20% (15% of all Americans) do so on a typical day; among readers of online
reviews of restaurants, hotels, and various services (e.g., travel agencies or doctors), between 73%
and 87% report that reviews had a significant influence on their purchase; consumers report being
willing to pay from 20% to 99% more for a 5-star-rated item than a 4-star-rated item (the variance
stems from what type of item or service is considered); 32% have provided a rating on a product,
service, or person via an online ratings system, and 30% (including 18% of online senior citizens)
have posted an online comment or review regarding a product or service
II. RELEVANCE OF OPINION AND SENTIMENT MINING
With the explosion of Web 2.0, customers are able to share their opinions and sentiments online.
This has led to new opportunities for companies and organizations to understand people's opinions
towards their products or services and can serve to improve their products or market strategy more
effectively. However, the data on the Web is huge and unstructured, which makes it difficult to
analyze automatically and in bulk. Semantic-based framework for fine-grained sentiment analysis.
It also includes a practical implementation of the framework to analyze the sentiments expressed
within customer reviews, aiming to provide accuracy of sentiment classification. The framework
is able to deal with mixed-opinion reviews and handle contextual information via a sentiment
lexicon containing multi-word expressions. Datasets across two domains (phone products and
hotel services) were used to evaluate the proposed framework for its reliability and validity. A
sizeable performance improvement was noted whereby the proposed methodology yielded a result
of 91.3% accuracy in sentiment classification as compared to the baseline (SentiWordNet) which
had a result of 71.0% (Qin, Z. 2017).
 Also, he mentioned that Opinions or beliefs have played an essential role in making
judgments or decisions for individuals or businesses. Over the last decade, the rapid growth of
Web 2.0 has facilitated increased online communities and enabled people to post their opinions or
attitudes on a range of topics publicly in different websites. This user-generated content (UGC)
has not only become an essential information source to help customers make purchasing decision,
but also provided valuable insights for retailers or manufacturers to improve their marketing
strategies and products. In the era of information explosion, there is a huge amount of opinionated
data generated every day. The analysis of these unstructured data with the purpose to extract useful
information is a challenging task. The need to deal with these unstructured opinionated data
naturally lead to the rise of sentiment analysis.
As stated by Shubha S., a major concern while incorporating semantic knowledge bases
for opinion mining is that the words selected does not solve attribute relevancy and could not
ground positive and negative usage of ambiguous terms. These concerns often make it difficult to
classify the opinion words from user review comments. A method called Machine Learning Bayes
Sentiment Classification (MLBSC) to improve the classification accuracy by forming classes (i.e.,
positive, neutral and negative) based on the extracted words from user review comments. Initially,
related opinion words are organized for its semantic equivalence of sentiments based on prior
training list (i.e. using extracted words). Then probabilistic Bayes classifiers are applied on
semantic opinion words to evaluate sentiment class label. The sentiment class labels are trained
for positive, neutral and negative sentiments with the user review comments. The method MLBSC
is evaluated for customer review data sets from research repositories. The MLBSC method
produces attribute relevancy and economically significant gains for customers and performs better
out of sample based on review comments. An intensive and comparative study shows the
efficiency of these enhancements and shows better performance in terms of classification accuracy,
size of classes, density of class label, execution time for class generation.

Moreover, Bhuiyan T., (2009) explained that Collaborative Filtering is the most popular
technique for Recommender Systems which collects opinions from customers in the form of
ratings on items, services or service providers. In addition to the customer rating, there is also a
good number of online customer feedback information available over the Internet as customer
reviews, comments, newsgroups post, discussion forums or blogs which is collectively called
user generated contents. This information can be used to generate the public reputation of the
service provider. To do this, data mining techniques, specially recently emerged opinion mining
could be a useful tool. People critically evaluate the existing work and expose cutting edge area
of interest in opinion mining. Also there is classification approaches taken by different
researchers into several categories and sub-categories.

In the article of Josang A., (2009) he uttered that dealing with the ever-growing
information overload in the Internet, Recommender Systems are widely used online to suggest
potential customers item they may like or find useful. Collaborative Filtering is the most popular
techniques for Recommender Systems which collects opinions from customers in the form of
ratings on items, services or service providers. In addition to the customer rating about a service
provider, there is also a good number of online customer feedback information available over the
Internet as customer reviews, comments, newsgroups post, discussion forums or blogs which is
collectively called user generated contents. This information can be used to generate the public
reputation of the service providers’. To do this, data mining techniques, specially recently
emerged opinion mining could be a useful tool. State of the art review of Opinion Mining from
online customer feedback is encouraged. People can critically evaluate the existing work and
expose cutting edge area of interest in opinion mining.

III. Evaluation of website through different methods, scheme and system

A. E-government website evaluation using correspondence analysis
Nariman D., (2010) said that some websites are currently listing huge information
overloads, with new and emerging ICT capabilities, and with a shortage of information
management skills and human expertise. Additionally, various features of information categories
and user services are provided in there. E-Government websites in developing countries are a type
of the complex websites mentioned above. However, little work is found to evaluate the huge
contents of e-Government websites services in this sense. The e-government website design
mainly concentrates on website features that would enhance its usability with designer centric
approach. A few of them answer why some web design is better than others to facilitate users’
information seeking and others services providing.
B. Research on Evaluation of E-commerce Website Based on Grey Relational Analysis
Wuwei L. (2009) stated that with the rapid development of Internet, e-commerce has been
attracted attentions of corporations and scholars. It is necessary for corporations to select
appropriate e-commerce website to sell goods and services. In order to assess the quality of e-
commerce websites and select appropriate e-commerce website, the appropriate evaluation
methods are needed. E-commerce websites evaluation belongs to multi-criteria decision problems.
To begin with, index system for evaluating e-commerce websites is analyzed. Then, a new method
based on grey relational analysis (GRA) is given to evaluate e-commerce websites. Research
results show that the model is effective for evaluating e-commerce websites, and it is available for
creating a collaborative commerce model.
C. A pilot study for evaluating Arabic websites using automated WCAG 2.0 evaluation tools
Nowadays, automatic WCAG 2.0 evaluation tools are increasing in numbers, however,
there is little evidence of whether these tools are able to evaluate Arabic websites and provide
reflective recommendations to improve their accessibility. To gain insight into this issue, we
conducted a pilot study to evaluate a set of WCAG 2.0 tools and report on their results. The Web
provides a unique opportunity for people with disabilities to communicate, participate, interact and
benefit from it. Access to information on the web has been recognized as a human right by the UN
Convention on the Rights of Persons with Disabilities (UNCRPD). Any website that falls short in
providing access to its information is considered inaccessible to a wide range of people. These
types of websites are counted as major barrier that hinders people access to online information
(Hend S. Al-Khalifa, 2011).
 D. A Content Analysis for Website Usefulness Evaluation: Utilizing Text Mining Technique

Kwon D., (2015) uttered that with the increasing influence of online media, company
websites have become important communication channels between companies and customers.
Companies use their websites as a marketing tool for a variety of purposes, including enhancing
their image and selling products or services. Many researchers have examined the criteria,
methods, and tools for website evaluation, but most have focused on usability. Prior content
analyses have focused not on text content but on website components, an approach likely to
produce subjective evaluations. He mentioned that attempts to objectively evaluate company
websites by utilizing text mining. Analyzing the usefulness of company websites by presenting
visualized outputs from a business perspective, allowing practitioners to easily understand the
results of the website evaluation and use them in decision making.

IV. Sample Website Evaluation Using Opinion Mining

An advanced Website Evaluation system that rates the website based on the opinion of the user.
Website will be evaluated based on factors such genuineness of the website, timely delivery of the
product after online transaction and support provided by the website. User will comment about the
website, based on the comment system will rate the website. The system takes opinion of various
users, based on the opinion; system will decide whether the website is genuine or not. The system
uses opinion mining methodology in order to achieve desired functionality. Database of sentiment
based keywords along with positivity or negativity weight in database and then based on these
sentiment keywords mined in user comment is ranked. The system contains keywords related to
fraud, genuineness, timely delivery of the product and service meters in the database. Based on
these factors system will rate the website. User can easily share his view about the website and
people can easily decide whether the website is genuine or not. This application is more useful for
those who do online transactions. This system helps the user to find out the website which provides
good service and delivers the product in time. Since system ranks the website based on the weight
age of the keywords in database, so the result is appropriate.
Taxonomy of Online Opinion Mining Research ⓒGESTS-Dec.2009.

Figure 1.0 Sentiment Classification System Design

Most sentence level and even document level classification methods are based on
identification of opinion words or phrases. There are basically two types of approaches: 1. Corpus-
based approaches and 2. Dictionary-based approaches. Corpus-based approaches find co-
occurrence patterns of words to determine the sentiments of words or phrases. Dictionary-based
approaches use synonyms and antonyms in WordNet to determine word sentiments based on a set
of seed opinion words. Bootstrapping approach is proposed, which uses a small set of given seed
opinion words to find their synonyms and antonyms in WordNet (wordnet.princeton.edu) to
predict the semantic orientation of adjectives. In WordNet, adjectives are organized into bipolar
clusters and share the same orientation of their synonyms and opposite orientation of their
antonyms. To assign orientation of an adjective, the synonym of the given adjective and the
antonym set are searched. If a synonym/antonym has known orientation, then the orientation of
the given adjective could be set correspondingly. As the synonym of an adjective always contains
a sense that links it to the head synonym, the search range is rather large. Given enough seed
adjectives with known orientations, the orientations of all the adjective words can be predicted.
Yu et al. proposed a method for combining How-Net and sentiment classifier. They divide the
sentiment text features into characteristic words and phrases extracted from the training data. Then
they compute semantic similarity of characteristic words, phrases with tagged words in How-Net,
and adopt the positive or negative terms as features of sentiment classifier. Negative rules for
negation sentences are also added to sentiment classifier. If a word is matched, the whole meaning
of the sentence is changed contrarily. However, the performance of their proposed method is not
that satisfactory according to their experiment result. Day and Haque (2008) proposed a hybrid
approach while focusing on opinion extraction from noisy text data. They have argued that most
of the existing Natural Language Processing (NLP) techniques assume that the data is clean and
correct. But generally opinions expressed in the online environment as a blog comments or review
writing are full of spelling mistakes and grammatical errors due to informally written which they
called „noisy text‟. Their proposed system uses a plugged in domain ontology to extract opinions
from predefined websites which allows opinions to view at multiple levels of granularity based on
the requirements. They proposed a text pre-processing mechanism which exploits domain
knowledge to clean the text. Those clean texts are then processed by NLP tools. But the process is
iterative and difficult to implement
V. Conclusion
Opinion Mining has the potentiality to use from the individual level to organizational level such
as companies and government. People and organizations from several domains could be benefitted
in various ways by using the Opinion Mining techniques from online customers’ feedback. In this
paper, it reviewed the current research work in the area of Opinion Mining. The researcher
analyzed several approaches taken by the different study to extract overall opinion from the
unstructured text expressed as opinion. This paper also classified and critically evaluated the
existing work including a brief discussion about the potential application domain. The researcher
strongly believe that this study will help to new researchers to expose cutting edge area of interest
in Opinion Data Mining.
REFERENCE LIST

Al-Khalifa H. (2011). A pilot study for evaluating Arabic websites using automated WCAG 2.0
evaluation tools

Bhuiyan T. (2009). Taxonomy of Online Opinion Mining Research

Bo Pang and Lillian Lee. Opinion mining and sentiment analysis

Josang A. (2009). State-of-the-Art Review on Opinion Mining from Online Customers’ Feedback

Kwon D. (2015). A Content Analysis for Website Usefulness Evaluation: Utilizing Text Mining
Technique

Li Wuwei L. (2009). Research on Evaluation of E-commerce Website Based on Grey Relational

Analysis. Zhengzhou Inst. of Aeronaut. Ind. Manage., Zhengzhou, China 2009

Nariman D. (2010). E-Government Websites Evaluation Using Correspondence Analysis. 2010

International Conference on Complex, Intelligent and Software Intensive Systems

Qin, Z., (2017). A Semantic-Based Framework for Fine Grained Sentiment Analysis

Shubha S.. Bharathiar University, Coimbatore, GFGC, Malleshwaram, Bangalore

Wang W. (2009). E-Business Websites Evaluation Based on Opinion Mining Article. DOI:
10.1109/ECBI.2009.93