A Fine-Grained Sentiment Classification Metric for Dynamic E-Commerce Content Relationships

E-commerce web content is dynamic and diverse, necessitating continuous monitoring and adaptation. This presents researchers with the challenge of discovering methods to improve delivered services. Hence, integrating natural language processing (NLP), Machine Learning (ML), Deep Learning (DL), and sentiment analysis (SA) provides businesses with robust frameworks to utilize customer feedback and enhance decision-making. Therefore, we introduce a novel dataset collection methodology that captures the dynamic relationships between e-commerce web content and consumer sentiment. Additionally, we introduce a novel, real-consumer-based quality metric on product content through FG-CSrP, extending SA into a new Fine-Grained Consumer Sentiment related to the Product. We evaluated our dataset using baseline models: Deep Neural Network (DNN), Long Short-Term Memory (LSTM), DistilBERT, and twelve automatically optimized models created by AutoGluon-Tabular across three scenarios, each with varying feature inputs (numerical, textual, and both). We then applied Explainable Artificial Intelligence (XAI) to the DNN model to explain feature importance in prediction. Our findings showed that LightGBMXT outperformed the other models in two out of three scenarios, and XAI interpretations highlighted the significant role of vendor-provided web content details in consumer sentiment. Overall, our approach provides actionable insights that can help vendors improve e-commerce strategies and strengthen customer engagement.