빅데이터를 이용한 스마트폰에 대한 이용자 만족도 연구 : SNS 소셜 데이터를 이용한 감정 분석을 중심으로

This study is to examine smartphone users’ interest and satisfaction in terms of functions and aspects of smartphones, and understand their sentiment about different models. The results are as follows. First of all, the comparison analysis on the number of postings shows a typical power function curve. The result reflects the characteristics of early adopters who actively express their opinions and evaluations and discuss with prospective customers for two or three months after a product is launched. Secondly, based on the word count and correlation analysis, we found that postings about Gals8 contained many words about its inferior quality and malfunctioning problems. However, postings about Gals9 included many words about its battery functions, camera, and speaker while those regarding Gals10 showed words about battery, camera, and colors. We also found that, depending on models, some words were used with different meanings. For example, the term ‘battery’ had a neutral sense for Gals8 but a negative meaning of short runtime for Gals9 and Gals10. Thirdly, an analysis on sentiment transition over the period of 24 months regarding each smartphone model showed the same pattern of three critical points: negative atmosphere at the early stage of product launch, positive upturn around almost 1 year after the launch, and again deep downturn about 20 months after the launch. Finally, when comparing major aspects of sentiment on products, we found that, in about one year, many aspects of the early stage merged into a few words such as price and battery. This study is of great significance as it expanded its methodology to include the sentiment analysis by utilizing social big data, thus overcoming limits of traditional survey methods in terms of user-satisfaction research. It also has significant implications for marketers in that it shows dealing with early adopters is more critical than dealing with only a few influencers. In addition, quality management at the early launch stage is more important than any promotional efforts.