감성분석을 이용한 온라인 체험 내 비정형데이터의 주관도가 고객만족에 미치는 영향 분석

초록

The development of information technology(IT) has brought so-called “online experience” to satisfy our daily needs. The market for online experiences grew more during the COVID-19 pandemic. Therefore, this study attempted to analyze how the features of online experience services affect customer satisfaction by crawling structured and unstructured data from the online experience web site newly launched by Airbnb after COVID-19. As a result of the analysis, it was found that the structured data generated by service users on a C2C online sharing platform had a positive effect on the satisfaction of other users. In addition, unstructured text data such as experience introductions and host introductions generated by service providers turned out to have different subjectivity scores depending on the purpose of its text. It was confirmed that the subjective host introduction and the objective experience introduction affect customer satisfaction positively. The results of this study are to provide various implications to stakeholders of the online sharing economy platform and researchers interested in online experience knowledge management.

키워드