미술품 구독 서비스 고객의 핵심 경험 구조 분석 - BERTopic 기반 계층적 토픽 모델링을 활용하여 -

With the recent proliferation of the subscription economy, art consumption is shifting from artwork ownership to everyday enjoyment. However, research systematically analyzing and empirically validating the structure of core customer experiences remains limited. This study aims to identify the core experience elements perceived by customers of art subscription services and their hierarchical structure, based on data. For the analysis, customer reviews were collected from a leading domestic art subscription platform, and a text analysis was performed on 1,990 valid reviews. After splitting the reviews into sentences, the BERTopic modeling technique was used to identify key topics, and the hierarchical relationships between these topics were determined based on their similarity within the embedding space. The analysis identified a total of 19 sub-topics, which were reclassified into five high-level categories considering their hierarchical structure and expert evaluation: (1) Visual Appreciation and Spatial Aesthetic Experience, (2) Landscape Imagery and Emotional Experience, (3) Art Utilization Experience in Daily Life Contexts, (4) Service Process Experience, and (5) Extended Artistic Experience Based on Subscription Models. The hierarchical structure analysis confirmed that the primary elements of customer experience do not merely exist in parallel but converge into high-level categories based on semantic similarity, forming an ‘interpretable hierarchical structure.’ By empirically identifying the topic structure of subscription-based art consumption experiences, this study contributes to the development of a theoretical and practical framework for establishing effective marketing strategies for art subscription platforms.