한국전자거래학회지 (The Journal of Society for e-Business Studies)

  • 제23권4호
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  • Pages.41-62
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  • 2018
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  • 2288-3908(pISSN)
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  • 2765-3846(eISSN)
한국전자거래학회 (Society for e-Business Studies)
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사용자 리뷰 토픽분석을 활용한 모바일 쇼핑 앱 고객만족도에 관한 연구

A Study on Customer Satisfaction of Mobile Shopping Apps Using Topic Analysis of User Reviews

  • 투고 : 2018.07.09
  • 심사 : 2018.10.10
  • 발행 : 2018.11.30
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⟨ 이전 논문 다음 논문 ⟩

초록

현재 모바일 쇼핑 시장의 빠른 성장에도 불구하고 주요 사업자들은 심한 경쟁 속에서 지속적인 영업적자를 기록하고 있다. 이 문제를 해결하기 위해서는 모바일 쇼핑 시장은 과도한 경쟁보다는 고객만족도와 고객충성도를 높이기 위한 연구들이 요구된다. 그러나 기존의 연구들은 기술수용 모형과 문헌연구를 기반으로 요인을 추출하고 있어 고객의 직접적인 요구를 반영하는 데 한계가 있다. 본 연구는 모바일 쇼핑 앱 사용자들의 직접적인 요구사항을 도출하기 위하여 사용자 리뷰 토픽분석을 시행하여 고객만족도에 영향을 미치는 구체적이고 다양한 요인들을 도출하였다. 그리고 미국 고객만족도 지표 모형을 참조한 구조방정식 연구모형을 수립하여 도출된 요인들이 고객만족도에 미치는 중요도를 평가하고 고객만족도가 고객 불평과 고객충성도에 주는 영향을 실증 분석하였다. 본 연구에서 제안한 토픽분석과 구조방정식을 연계한 연구 프레임워크는 다른 모바일 서비스의 고객만족도 연구에도 적용될 수 있을 것으로 기대된다.

Despite the rapid growth of the mobile shopping market, major market participants are continuing to suffer operating losses due to severe competition. To solve this problem, the mobile shopping market requires research to improve customer satisfaction and customer loyalty rather than excessive competition. However, the existing studies have limits to reflect the direct needs of customers because they extract the factors on the basis of the Technology Acceptance Model and the literature study. In this study, to reflect the direct requirements of users of mobile shopping Apps, we derived concretely and various factors influencing customer satisfaction through a topic analysis using user reviews. And then we assessed the importance of derived factors to customer satisfaction and analyzed the effects of customer satisfaction on customer complaints and customer loyalty on a structural equation model based on the American customer satisfaction index. We expect that our framework linking a topic analysis and a structural equation model is to be applicable to studies on the customer satisfaction of other mobile services.

키워드

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Research Framework

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Research Model and Research Hypothesis

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Analysis Results

Results of LDA Topic Analysis

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Characteristics of Respondents

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Test Results of Construct Reliability and Convergent Validity

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Fit Indices of Confirmatory Factor Analysis(N= 422)

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Test Results of Discriminant Validity and Nomological Validity

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Results of Hypotheses Test

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Fit Indices for Multiple Group Analysis

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Results of Multiple Group Analysis

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피인용 문헌

  1. Use Case Elicitation Method Using "When" Sentences from User Reviews vol.9, pp.4, 2018, https://doi.org/10.7236/ijasc.2020.9.4.198