토픽모델링을 활용한 중국 e-커머스에 대한 소비자 인식 연구

The purpose of this study is to analyze consumer reviews of the Chinese retail company Temu to understand consumer perceptions of the platform. To achieve this, the study employed topic modeling, a text mining technique, to explore how consumers perceive Temu. A total of 1,897 reviews were collected from the Google App and Google Temu Web. Using frequency analysis, key terms were extracted from consumer reviews to identify important topics, with prominent keywords including delivery, price, product, item and purchase. These findings highlight frequent mentions of delivery, price, and product-related content. The study also examined consumer sentiment toward Temu, identifying positive sentiments such as satisfaction, excellent, and gratitude, and negative sentiments like worst, annoyance, and defect. Topic modeling revealed four main topics. The first topic, labeled “Delivery and Price,” showed that consumers perceive Temu as providing fast delivery and affordable prices, suggesting the effectiveness of Temu's strategy to offer a variety of products at low costs. The second topic, “Advertising and Event Awareness,” indicated consumer recognition of Temu’s friend-invitation events and free product promotions. The third topic, “Purchase and Service,” highlighted consumers’ strong awareness of Temu’s 90-day free return and refund policy. The fourth topic, “App Experience and Customer Response,” reflected concerns about Temu’s Chinese origins and challenges in app usability. This study provides insights by utilizing topic modeling instead of traditional surveys to capture consumer perceptions and analyzing sentiment from post-purchase reviews that express genuine emotional responses. Additionally the study classified consumer sentiments toward Temu as either positive or negative to gain insight into overall consumer attitudes. Practical implications suggest that consumers may experience fatigue from excessive advertising and events, and underscore the need to enhance customer service after purchases. Future research could explore the relationship between topic scores in reviews and consumer ratings of Temu, providing further meaningful insights.