이커머스 유료회원제 가입자/비가입자 주요 이슈 비교: 텍스트마이닝 기법 활용

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.