Identification of Herzberg’s Motivators and Hygiene Factors for Mobile Shopping Service System based on Topic Modeling of User Reviews

Many previous studies focusing on quality factors affecting the user satisfaction of mobile shopping apps were based on Davis's Technology Acceptance Model, and recently, there have been more studies using user reviews of mobile shopping apps to efficiently collect various opinions. However, there is an increasing question whether the Technology Acceptance Model should include quality factors specialized in mobile shopping apps, and studies using user reviews also requiring user surveys or sentiment dictionaries for sentiment analysis. This study presents a framework for identifying satisfaction and dissatisfaction factors for customers using mobile apps for online shopping through a topic analysis of user review and a discrimination analysis of the rating distribution of user review, apart from solely relying on surveys or separate sentiment dictionaries. This study fundamentally differs from previous studies in that it takes a more efficient approach through semi-automating the quality factor identification process using a topic analysis algorithm, and utilizing only the rating distribution to determine Herzberg’s motivators and hygiene factors without relying on user surveys or sentiment dictionaries. It is expected that the framework discussed in this study can be applied to efficiently derive user satisfaction and dissatisfaction factors in various fields including mobile shopping apps.