텍스트마이닝 분석을 활용한 버티컬 플랫폼별 소비자 인식 탐색 - 패션, 뷰티, 식품 플랫폼 비교를 중심으로 -

초록

This study examines consumer perceptions and emotional responses across three major vertical commerce platforms—Musinsa, Olive Young, and Market Kurly—using consumer-generated online texts. Rather than prioritizing category-specific differences, it emphasizes the combination of shared consumption-related elements within each platform’s usage context. A total of 50,055 posts from Naver blogs and cafés were analyzed using TEXTOM through word frequency and TF-IDF analysis, sentiment analysis, and LDA topic modeling. Results showed that category-specific product characteristics were reflected in platform discourse, while recommendation, purchase, and review-related elements appeared across all three platforms. However, their combinations, however, differed: Musinsa linked recommendation with seasonal styling and brand exploration; Olive Young combined reviews and recommendations with product efficacy and usage experience; and Market Kurly connected self-funded purchase reviews with price benefits and delivery experiences. Although positive sentiment predominated across all platforms, the objects and contexts of emotional expression varied. Platform-specific thematic structures emerged from topic modeling, indicating that product characteristics, service attributes, and usage contexts jointly shape consumer perceptions. Overall, this study compares community-based consumer-generated texts across various platforms, extending previous research on single-platform and product reviews. Additionally, it shows how shared consumption elements are embedded differently in various platform contexts.

키워드