빅데이터를 활용한 이커머스 산업에 대한 국내외 소비자인식 비교 연구 - AliExpress, Temu, and Shein -

Purpose: The purpose of this study was to propose useful suggestions through E-commerce research, analyzed with big data about Customer Perception based on Textom. Methods: The data were pre-processed by deleting duplicated, irrelevant, and meaningless data. The derived data were analyzed using Textom and Ucinet 6.0 with analysis methods: Text Analysis, WordClould, TF-IDF, Network Analysis, and Concor Analysis. Results: This study investigated domestic and international consumer perceptions of Chinese e-commerce companies—AliExpress, Temu, and Shein—using text analysis. The findings revealed that international customers had a clearer understanding of each company’s characteristics, with Shein being particularly associated with "fashion" and "women." Domestic customers showed similar, though less specific, recognition and tended to focus more on promotional codes and discounts. Overall, positive sentiment was predominant, with AliExpress, Temu, and Shein perceived most favorably in that order. The research provides a deeper consumer- centric understanding of the e-commerce market and highlights differences in domestic and international market strategies. Future studies should include surveys and long-term data analysis to produce more com-prehensive results. Conclusion: The results indicate some differences in perceptions between domestic and international markets as well as among companies. Various strategies are being implemented to revitalize the e-commerce industry, and insights have been presented based on these efforts. Continuous research in the future is expected to yield even more diverse insights.