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

Society for e-Business Studies (한국전자거래학회)
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A Study on Market Segmentation Based on E-Commerce User Reviews Using Clustering Algorithm

클러스터링 기법을 활용한 이커머스 사용자 리뷰에 따른 시장세분화 연구

  • Kim, Mingyeong (Department of Business Administration, Tech University of Korea) ;
  • Huh, Jaeseok (Department of Business Administration, Tech University of Korea) ;
  • Sa, Aejin (Department of IT Management, Tech University of Korea) ;
  • Jun, Ahreum (Department of IT Management, Tech University of Korea) ;
  • Lee, Hanbyeol (Department of IT Management, Tech University of Korea)
  • Received : 2022.02.09
  • Accepted : 2022.03.22
  • Published : 2022.05.31
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Abstract

Recently, as COVID-19 has made the e-commerce market expand widely, customers who have different consumption patterns appear in the market. Because companies can obtain opinions and information of customers from reviews, they increasingly face the requirements of managing customer reviews on online platform. In this study, we analyze customers and carry out market segmentation for classifying and defining type of customers in e-commerce. Specifically, K-means clustering was conducted on customer review data collected from Wemakeprice online shopping platform, which leads to the result that six clusters were derived. Finally, we define the characteristics of each cluster and propose a customer management plan. This paper is possible to be used as materials which identify types of customers and it can reduce the cost of customer management and make a profit for online platforms.

최근 코로나로 인해 이커머스 시장이 확대되면서 인터넷 쇼핑몰 이용률 증가와 함께 다양한 형태의 소비 패턴을 보이는 고객들이 나타나고 있다. 기업은 고객 리뷰를 통해 고객의 의견과 정보를 얻을 수 있기 때문에 온라인 플랫폼에서의 고객 리뷰 관리에 대한 연구의 필요성이 증가하고 있다. 본 연구에서는 고객들을 군집화하고 분석하였으며, 이커머스 시장에 존재하는 고객 유형을 정의하고 시장세분화를 수행하였다. 구체적으로, 본 연구는 온라인 쇼핑몰 위메프(Wemakeprice)의 고객 리뷰 데이터를 수집하여 K-means 클러스터링을 진행하였으며, 그 결과로 6개의 군집이 도출되었다. 이후 6개의 군집으로 시장세분화 된 결과를 분석하여 각 군집의 특징을 정의하고 고객관리 방안까지 함께 제시하였다. 본 연구 결과는 이커머스 시장의 고객 유형 파악과 고객관리를 용이하게 하는 자료로 사용될 것이며, 다양한 온라인 플랫폼의 고객관리 비용 절감과 수익 창출에 기여할 것으로 기대된다.

Keywords

Acknowledgement

이 논문은 2021년 과학기술정보통신부의 재원으로 정보통신산업진흥원의 지원을 받아 수행된 연구임(S0317-21-1002)

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