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A Comparative Analysis of E-commerce Issues between Customers With and Without Paid Membership: Using Text mining technique
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이커머스 유료회원제 가입자/비가입자 주요 이슈 비교: 텍스트마이닝 기법 활용

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Type
Academic journal
Author
Youran Woo (연세대학교) Choong C. Lee (연세대학교) So-Hyun Lee (연세대학교)
Journal
Korea Internet Electrornic Commerce Association The Journal of Internet Electronic Commerce Resarch Vol.20 No.2 KCI Accredited Journals
Published
2020.4
Pages
107 - 125 (19page)
DOI
10.37272/JIECR.2020.04.20.2.107

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A Comparative Analysis of E-commerce Issues between Customers With and Without Paid Membership: Using Text mining technique
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Abstract· Keywords

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While the fierce competition in e-commerce market continues to be escalated, more and more e-commerce firms is trying to secure loyal customers through membership marketing. However, as many marketers see the importance of membeship marketing, many firms still don"t clearly understand the unique characteristics of their paid membership customers so that the firms can transform them into loyal customers. Surprisingly, there are very few researches to study the unique characteristics of paid membership customers, that is, investigating how they are different from no-membership customers in terms of the type of service, their interest/ concern, and their expectation in purchasing experience. Therefore, this study explore and compare the key issues between customers with and without paid membership in e-commerce business. The differences in the key issues were derived from text-mining technique(i.e., LDA topic modeling and word frequency analysis) with the customer review data. For the results of the LDA topic modeling, we derived topics of membership, purchased products, events, and payment methods from the customers with paid membership, and membership and purchased products from the customers without paid membership. In addition, for the result of the word frequency analysis, we derived issues of price discount from the customers with paid membership, and purchase/use experience and product information from the customers without paid membership. The result of this study has practical implication that contribute to provide the detailed marketing strategies for each customer group based on the better comparative understanding of paid membership customers over no membership customer group.
#E-Commerce #Paid Membership #Text Mining Technique #LDA Topic Modeling

Contents

Abstract
Ⅰ. 서론
Ⅱ. 개념적 배경
Ⅲ. 연구방법론
Ⅳ. 연구 결과
Ⅴ. 토의 및 시사점
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References (26)

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김미애 / 2017 / 특허정보의 키워드 네트워크 분석 : SCM 특허 데이터를 중심으로 / 인터넷전자상거래연구 17(3):159~175 dbpia 김은영 / 든든한 ‘단골’ 만들자... 유료회원제 도입하는 이커머스 / 조선비즈 google schola 나원식 / ‘최장 6개월 무료체험’... 쿠팡의 ‘독한’ 단골만들기 / Business Watch google schola 너도나도 유료회원제 내놓은 이커머스 업계 / Zum뉴스줌 google schola 100조원 이커머스 시장 최종 승자는 / BLOTER google schola

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UCI(KEPA) : I410-ECN-0101-2020-323-000587580