A Semantic Network Analysis of T-commerce Industry: Focused on Media Data

Despite the rapid increase in big data information due to the quantitative growth of the T-commerce industry and the diversity of channels, this study extracted morpheme-based keywords from big data analysis on T-commerce-related articles in the past 21 years. As a result of the study, T-commerce’s growth process could be largely divided into three stages: preparation, introduction, and growth. It was confirmed that it was divided into three clusters in the preparation period: ‘information provision’, ‘diversity’, and ‘business propulsion’, three clusters in the introduction period: ‘activity’, ‘convenience’, and ‘reliability’, and four clusters in the growth period: ‘usefulness’, ‘convenience’, ‘economy’, and ‘reliability’. In practice, it suggests that marketing capabilities should be focused on improving the usefulness and convenience of high word concentration among the four clusters of usefulness, convenience, economy, and reliability formed in CONCOR analysis.