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논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2021.12
- 수록면
- 85 - 97 (13page)
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초록· 키워드
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Online consumer activities have increased considerably since the COVID-19 outbreak. For the products and services which have an impact on everyday life, online reviews and recommendations can play a significant role in consumer decision-making processes. Thus, to better serve their customers, online firms are required to build online-centric marketing strategies. Especially, it is essential to define core value of customers based on the online customer reviews and to propose these values to their customers.
This study discovers specific perceived values of customers in regard to a certain product and service, using online customer reviews and proposes a customer value proposition methodology which enables online firms to develop more effective marketing strategies. In order to discover customers value, the methodology employs a text-mining technology, which combines a sentiment analysis and topic modeling. By the methodology, customer emotions and value factors can be more clearly defined. It is expected that online firms can better identify value elements of their respective customers, provide appropriate value propositions, and thus gain sustainable competitive advantage.
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참고문헌 (34)
참고문헌 신청
Aaker, D. A. / 1991 / Managing Brand Equity / The Free Press
Amit, R. / 2001 / Value Creation in E-Business / Strategic Management Journal 22:493~520
An, J. M. / 1999 / Internet Shopping Mall Success Strategies: Technical Design Characteristics and Marketing Function / The Korea Society of Management Information Systems 1(2):97~106
Anderson, R. E. / 2003 / E-Satisfaction and E-Loyalty : A Contingency Framework / Psychology and Marketing 20:123~138
Ansari, A / 2018 / Probabilistic Topic Model for Hybrid Recommender Systems: A Stochastic Variational Bayesian Approach / Marketing Science :987~1008
Amit, R. / 2001 / Value Creation in E-Business / Strategic Management Journal 22:493~520
An, J. M. / 1999 / Internet Shopping Mall Success Strategies: Technical Design Characteristics and Marketing Function / The Korea Society of Management Information Systems 1(2):97~106
Anderson, R. E. / 2003 / E-Satisfaction and E-Loyalty : A Contingency Framework / Psychology and Marketing 20:123~138
Ansari, A / 2018 / Probabilistic Topic Model for Hybrid Recommender Systems: A Stochastic Variational Bayesian Approach / Marketing Science :987~1008
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