Mining Product Reviews for Important Product Features of Refurbished iPhones

Problem: Remanufacturers want to increase consumer interest in refurbished products, which motivates the need to understand which product features are important to buyers of refurbished products such as mobile phones. Research Questions: This study addresses two questions. First, which product features are most important for buyers of refurbished iPhones? Second, how do those preferences differ from the preferences of buyers of new iPhones? Methods: Online reviews of iPhones are obtained and converted into a document–term matrix. Using this text model, three subsets of features are identified using statistical analysis of frequency of mention: most frequent, average, and least frequent. A logistic regression (LR) model is then used to identify which features are most predictive of whether a review is for a new or refurbished phone. Results: Buyers of refurbished phones mention battery health, screen/display, shell condition, and brand significantly more often than other features. Directly contrasting reviews of refurbished versus new phones shows that shell condition, brand, speaker, and charger are found to be the most predictive product features indicated in reviews for refurbished phones. Of those, the shell condition is significantly more predictive than the others. Implications: The results identify product features that remanufacturers of iPhones can emphasize to increase customer demand.