Abstract
Purpose - The objective of this research is to gain insight into consumer feedback regarding
cross-border e-commerce, which is a pivotal avenue for companies venturing into global markets.
It seeks to investigate the variety of themes present in consumer feedback in order to gain a more
profound understanding of their preferences and concerns, ultimately influencing future market
strategies.
Design/Methodology – The present study utilizes an extensive collection of textual online
evaluations and a text-mining LDA framework to analyze and classify potential themes in
consumer feedback pertaining to cross-border e-commerce platforms. By quantifying the
sentiment tendencies in consumer-related comments, sentiment analysis models that rely on
emotion dictionaries as a foundation identify the polarity and intensity of emotions.
Findings – The present study examined 1,500 consumer evaluations pertaining to Korean
cosmetic products, sourced from a cross-border platform in Southeast Asia. The analysis unveiled
five key subjects frequently referenced in consumer feedback. A subsequent sentiment analysis
revealed that a significant proportion of consumer sentiments were positive. Nevertheless,
consumers identified certain concerns in the minority of negative reviews, including packaging
and delivery, product quality, and the absence of freebies.
Originality/value - In a practical sense, this provides significant ramifications for the
optimization of consumer experiences and the development of successful market strategies in
the ever-changing global marketplace. This is especially advantageous for organizations striving
for success in the fiercely competitive cross-border e-commerce industry. This study exceeds
conventional survey methods in its methodology by offering more comprehensive and datacentric
understandings of consumer attitudes and behaviors.