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ENHANCING PLATFORM CREDIBILITY IN THAI E-COMMERCE: RECALIBRATING INFLATED STAR RATINGS VIA SENTIMENT ANALYSIS
(2026-01-01)
Leenawong, Chartchai
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Thangthawornkit, Warunada
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Ritthipakdee, Amarita
This study addresses the erosion of platform credibility in international e-commerce caused by the misalignment between numerical star ratings and actual textual sentiment. While star ratings are a dominant mechanism guiding purchasing decisions in rapidly expanding markets like Southeast Asia, they are frequently inflated due to platform-induced biases and region-specific cultural factors, such as the politeness norms and indirect communication strategies prevalent in Thai culture. To overcome this structural limitation, this research aims to empirically quantify this discrepancy and introduce a transparent, sentiment-informed metric—the "Heart Score"—to recalibrate ratings. A rule-based sentiment analysis framework specifically adapted for Thai-language reviews was applied to a dataset of 14,877 women’s clothing entries from Lazada. By leveraging expert-validated lexicons and linguistic rules for negation and amplification, store-level sentiment ratios were extracted and transformed into recalibrated scores via a normalized linear function with penalty adjustments. Findings confirm substantial sentiment misalignment: although the analyzed stores clustered narrowly with star ratings between 4.92 and 5.00, the recalibrated Heart Scores spanned a significantly wider, more meaningful range of 3.81 to 4.71. The most notable gap of 1.11 points exposed hidden dissatisfaction masked by near-perfect ratings. The proposed framework offers strong managerial insights for platform governance by enhancing review credibility, enabling more accurate product benchmarking, and providing a scalable, interpretable model for restoring trust in low-resource language environments.
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Fuel Costs Optimization for Long-Haul Flight with Refueling Layovers
(2024-01-01)
Leenawong, Chartchai
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Ritthipakdee, Amarita
This study introduced a mathematical model aimed at optimizing fuel costs for long-haul flights, particularly those requiring refueling. The primary objective was to minimize fuel expenses by considering key factors such as flight routes, aircraft types, refueling points, and refueling quantities. The proposed solution used a 0-1 mixed-integer linear programming (MILP) model, supported by auxiliary variables, to effectively manage the constraints of this optimization problem. The MILP model also considered differences in fuel costs at refueling points, including the departure airport. For validation, a case study was conducted involving a long-haul flight from airport AAA to DDD, with refueling options at airports BBB and CCC. The model effectively determined the most economical flight route, assessed the necessity of refueling, and calculated the required fuel amounts at each refueling location. In summary, this study demonstrated that the proposed model could successfully address the challenges of optimizing fuel costs in long-haul flight.
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Modified K-Means Clustering for Demand-Weighted Locations: A Thailand’s Convenience Store Franchise-Case Study
(2023-03-01)
Leenawong, Chartchai
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Chaikajonwat, Thanrada
This research applies and modifies K-means clustering analysis from Data Mining to solving the location problem. First, a case study of Thailand’s convenience store franchise in locating distribution centers (DCs) is conducted. Then, the final centroids are served at suggested DC locations. Besides the typical distance, Euclidean, used in K-means, Manhattan, and Chebyshev, is also experimented with. Moreover, due to the stores’ different demands, a modification of the centroid calculation is needed to reflect the center-of-gravity effects. For the proposed centroid calculation, the above three distance metrics incorporating the demands as weights give rise to another three approaches and are thus named Weighted Euclidean, Weighted Manhattan, and Weighted Chebyshev, respectively. Besides the optimal locations, the effectiveness of these six clustering approaches is measured by the expected total distribution cost from DCs to their served stores and the expected Davies– Bouldin index (DBI). Concurrently, the efficiency is measured by the expected number of iterations to the final clusters. All these six clustering approaches are then implemented in the case study of locating eight DCs to distribute to 260 convenience stores in Eastern Thailand. The results show that though all approaches yield locations in close proximity, the Weighted Chebyshev is the most effective one having both the lowest expected distribution cost and lowest expected DBI. In contrast, Euclidean is the most efficient approach, with the lowest expected number of iterations to the final clusters, followed by Weighted Chebyshev. Therefore, the DC locations from Weighted Chebyshev could, ultimately, be chosen for this Thailand’s convenience store franchise.
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Event Forecasting for Thailand’s Car Sales during the COVID-19 Pandemic
(2022-07-01)
Leenawong, Chartchai
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Chaikajonwat, Thanrada
The COVID-19 pandemic that started in 2020 has affected Thailand’s automotive industry, among many others. During the several stages of the pandemic period, car sales figures fluctuate, and hence are difficult to fit and forecast. Due to the trend present in the sales data, the Holt’s forecasting method appears a reasonable choice. However, the pandemic, or in a more general term, the “event”, requires a subtle method to handle this extra event component. This research proposes a forecasting method based on Holt’s method to better suit the time-series data affected by large-scale events. In addition, when combined with seasonality adjustment, three modified Holt’s-based methods are proposed and implemented on Thailand’s monthly car sales covering the pandemic period. Different flags are carefully assigned to each of the sales data to represent different stages of the pandemic. The results show that Holt’s method with seasonality and events yields the lowest MAPE of 8.64%, followed by 9.47% of Holt’s method with events. Compared to the typical Holt’s MAPE of 16.27%, the proposed methods are proved strongly effective for time-series data containing the event component.
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Event index computation for forecasting case study: Car sales in Thailand
(2020-12-01)
Rattanametawee, Witchaya
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Leenawong, Chartchai
Due to the impact of special events, both positive and negative, on the sales data, the ordinary Time-series Decomposition (TSD) forecasting model cannot merely capture these effects, even with the added seasonality and trends. Therefore, in this research, a new method for computing the event indices, representing the unusual fluctuations for a certain period in the time series, is proposed in order for it to be incorporated into TSD, alongside the conventional trend, seasonal, and cyclical components. A case study of subcompact car sales monthly data in Thailand during the years 2011-2018 is examined as for that time period contains the 2011 nationwide big flood reflecting the negative impact, as well as the nation’s tax-incentive first-car buyer scheme reflecting the positive impact on the dataset. The mean absolute percentage error (MAPE) is used as an accuracy measure of the proposed forecasting model and it illustrates the promising results in the end.

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