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Insights from customer experience : investigating the effect of customer-generated content on sales

Insights from customer experience : investigating the effect of customer-generated content on sales

자료유형
학위논문
개인저자
김다연, 金多姸
서명 / 저자사항
Insights from customer experience : investigating the effect of customer-generated content on sales / Da Yeon Kim
발행사항
Seoul :   Graduate School, Korea University,   2022  
형태사항
72장 : 삽화, 도표 ; 26 cm
기타형태 저록
Insights from Customer Experience   (DCOLL211009)000000268604  
학위논문주기
학위논문(박사)-- 고려대학교 대학원, 경영학과, 2022. 8
학과코드
0510   6YB2   602  
일반주기
지도교수: 김상용  
서지주기
참고문헌: 장 60-72
이용가능한 다른형태자료
PDF 파일로도 이용가능;   Requires PDF file reader(application/pdf)  
비통제주제어
Customer-generated content, Provider-generated content, Online platform based-market, Topic modeling, Sentiment analysis, Customer experience,,
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504 ▼a 참고문헌: 장 60-72
530 ▼a PDF 파일로도 이용가능; ▼c Requires PDF file reader(application/pdf)
653 ▼a Customer-generated content ▼a Provider-generated content ▼a Online platform based-market ▼a Topic modeling ▼a Sentiment analysis ▼a Customer experience
776 0 ▼t Insights from Customer Experience ▼w (DCOLL211009)000000268604
900 1 0 ▼a Kim, Da Yeon, ▼e
900 1 0 ▼a 김상용, ▼g 金商湧, ▼d 1965-, ▼e 지도교수 ▼0 AUTH(211009)13471
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전자정보

No. 원문명 서비스
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Insights from customer experience : investigating the effect of customer-generated content on sales (18회 열람)
PDF 초록 목차

소장정보

No. 소장처 청구기호 등록번호 도서상태 반납예정일 예약 서비스
No. 1 소장처 학술정보관(CDL)/B1 국제기구자료실(학위논문)/ 청구기호 0510 6YB2 602 등록번호 163082982 도서상태 대출가능 반납예정일 예약 서비스 B M
No. 2 소장처 학술정보관(CDL)/B1 국제기구자료실(학위논문)/ 청구기호 0510 6YB2 602 등록번호 163082983 도서상태 대출가능 반납예정일 예약 서비스 B M

컨텐츠정보

초록

As the online platform-based market expands, research into the factors influencing consumer purchase decisions on the platform and their impact on sales has recently attracted significant interest. In particular, consumers in this market tend to show the same purchasing pattern as herd behavior. This research starts with the idea that this consumption pattern comes from customer experience. Thus, this study focuses on customer-generated content (CGC), which contains customer experience. This study aims to confirm the customer experience contained in CGC and investigate the impact of CGC on sales in a platform-based online market. Furthermore, this research intends to examine the effect of the CGC on sales on two platforms dealing with services and products. The primary data for analysis is sales data and reviews crawled from a car-sharing service platform and an apparel product platform. The results of LDA topic modeling show that CGC contained content (product-related, service-related, and added value-related). As a result of analyzing the impact of content on sales, product-related and value-related content increased the sales of services. Also, all three types of content improved product sales, whereas when considering both quantitative and qualitative aspects of CGC, only product-related and added value-related content positively affected sales. CGC valence has a positive and statistically significant effect on product sales. However, it does not significantly affect the sales of sharing services. Additionally, this study considered the role of provider-generated content (PGC) in the platform-based service market. Interestingly, we reveal that product-related content in CGC positively affects sales, but product-related content in PGC decreases sales of sharing services. This research shows that customer-generated content with their experience has a significant role in consumers' shopping behavior in online platform-based markets. This study has implications since it proposes a research framework and empirical model to examine the effect of consumer content on sales in this market. The results of this research are useful for all sellers, providers, and platforms that aim to improve their market performance by monitoring what their customers' review.

목차

1. Introduction ............................................................................................................................ 1
2. Theoretical Background and Hypotheses ............................................................................ 4
2.1 Customer-generated content (CGC) with customer experience ................................. 4
2.2 Importance of CGC in online platform-based markets .............................................. 8
2.3 Types of CGC: Content and Valence ....................................................................... 11
2.4 Online platform-based market: Service and Product ................................................ 15
3. Research Process .................................................................................................................. 19
4. Methodology ......................................................................................................................... 20
4.1 Text analysis methods .............................................................................................. 21
4.2 Study 1: Service (Car sharing) ................................................................................. 28
4.3 Study 2: Product (Apparel) ...................................................................................... 34
5. Results ................................................................................................................................ 41
5.1 Results of study 1 ..................................................................................................... 41
5.2 Results of study 2 ..................................................................................................... 42
6. Additional Study ................................................................................................................ 44
6.1 Quantitative aspect of CGC ...................................................................................... 44
6.2 Quantile regression .................................................................................................. 51
7. Conclusions ........................................................................................................................... 53
8. Implications .......................................................................................................................... 56
9. Limitations and Further Research ..................................................................................... 58
References ................................................................................................................................. 60

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