Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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An exploratory study on consumers' responses to mobile payment service focused on Samsung Pay

텍스트 마이닝 기법을 이용한 모바일 간편결제 서비스에 대한 소비자 반응 분석: 삼성페이를 중심으로

  • Jung, Minji (Department of Consumer and Family Science, SungKyunKwan University) ;
  • Lee, Yu Lim (Department of Consumer and Family Science, SungKyunKwan University) ;
  • Yoo, Chae Min (Department of Consumer and Family Science, SungKyunKwan University) ;
  • Kim, Ji Won (Department of Consumer and Family Science, SungKyunKwan University) ;
  • Chung, Jae-Eun (Department of Consumer and Family Science, SungKyunKwan University)
  • 정민지 (성균관대학교 소비자가족학과) ;
  • 이유림 (성균관대학교 소비자가족학과) ;
  • 유채민 (성균관대학교 소비자가족학과) ;
  • 김지원 (성균관대학교 소비자가족학과) ;
  • 정재은 (성균관대학교 소비자가족학과)
  • Received : 2018.09.05
  • Accepted : 2019.01.20
  • Published : 2019.01.28
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Abstract

The purpose of this study is to examine consumers' responses to mobile payment services by using a text-mining technique focusing on Samsung Pay as it is used in both online and offline transactions. We conducted text frequency analysis, text clustering analysis, and text network analysis using R programming. The major findings are as follows. First, the most frequently used key words referenced the brand names of the mobile devices, the replacement of traditional wallets and unique functions of Samsung Pay. Second, there was a clear split between positive and negative responses at the macro level. Third, replacement of traditional wallets played a great role in the positive responses and continuous use of mobile payment services. This study provides in-depth understanding of consumer responses toward mobile payment services. It also offers practical implications that may help mobile payment marketers correspond to consumer values and expectations, thus increasing consumer satisfaction.

본 연구는 모바일 간편결제 서비스에 대한 소비자 반응을 살펴보고 그 반응이 서로 어떤 연관이 있는지 파악하고자 하였다. 이를 위해 대표적인 모바일 간편결제 서비스인 삼성페이를 사용한 경험에 대해 언급한 데이터를 수집하고, R을 이용하여 텍스트 빈도분석, 텍스트 군집분석 그리고 텍스트 네트워크 분석을 실시하였다. 본 연구의 주요 결과는 다음과 같다. 첫째, 빈도분석 결과 삼성페이의 기능과 삼성페이가 지갑을 대체할 수 있는 지에 대한 관심이 높은 것으로 드러났다. 둘째, 군집분석 결과 크게 긍정과 부정 반응으로 분류되었으며 5가지 긍정반응 군집과 4가지의 부정반응 군집이 도출되었다. 셋째, 삼성페이에 대한 지갑 대체 가능 여부는 복수의 반응을 하나의 메시지로 묶어주며, 삼성페이에 대한 지속적인 이용의도와 높은 관련성을 지니는 요인임이 밝혀졌다. 본 연구를 통해 소비자 측면에서 삼성페이에 대한 이해를 높이고, 소비자의 가치와 기대에 부응하여 궁극적으로 높은 만족을 이끌어낼 수 있는 서비스를 제공하는데 도움이 될 것으로 기대된다.

Keywords

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Fig. 1. Process of Text mining

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Fig. 2. Dendrogram of Hierarchical Clustering

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Fig. 3. Results of Text Network Analysis

Table 1. Frequency of Key Words1)

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Table 2. Frequency of Meaningful Unit Words

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Table 3. Results of Hierarchical Clustering and Categorization

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Table 4. Results of Text Network Analysis

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