전기자동차의 판매 확산과 커뮤니케이션 요소의 관계성

• 영문명: The Relationship between Expansion for the e-Vehicle Market and User Communications: The Nissan Leaf Perspective
• 발행기관: 한국무역연구원
• 저자명: 최재원(Jaewon Choi)
• 간행물 정보: 『무역연구』제17권 제2호, 375~390쪽, 전체 16쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2021.04.30

영문 초록

Purpose - This study identifies a big data analysis of online user comments from social media and describes product sales volume based on media richness theory (MRT) and media synchronicity theory. Design/Methodology/Approach - This study utilized online user comments for electronic vehicles like the Nissan Leaf. The data was used as clustering various sales topics for developing market strategy. Using Word2Vec and Dynamic Topic Modeling, we developed important topics related to Nissan’s market performance with social network analysis. Findings - We found online user responses affected vehicle sales performance with comments on social network sites. Also, dimensions for the communication process on social network services were different from user behaviors. Research Implications - We found online user comments strongly affected automobile industry sales. Thus, firms should consider the power of social network services in the expansion of market volume with conveyance and convergence processes centered around big data in advertisements.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법론

Ⅳ. 분석 결과

Ⅴ. 결론

키워드

Media Synchronicity Theory Nissan Leaf Social Network Word2Vec