Journal of Information Technology Applications and Management

Korea Data Strategy Society (한국데이터전략학회)
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The Study of Comparing Korean Consumers' Attitudes Toward Spotify and MelOn: Using Semantic Network Analysis

  • Namjae Cho (Hanyang University, School of Business) ;
  • Bao Chen Liu (Hanyang University, School of Business) ;
  • Giseob Yu (Kyungpook National University, School of Business)
  • Received : 2023.09.05
  • Accepted : 2023.10.01
  • Published : 2023.10.31
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Abstract

This study examines Korean users' attitudes and emotions toward Melon and Spotify, which lead the music streaming market. We used Text Mining, Semantic Network Analysis, TF-IDF, Centrality, CONCOR, and Word2Vec analysis. As a result of the study, MelOn was used in a user's daily life. Based on Melon's advantages of providing various contents, the advantage is judged to have considerable competitiveness beyond the limits of the streaming app. However, the MelOn users had negative emotions such as anger, repulsion, and pressure. On the contrary, in the case of Spotify, users were highly interested in the music content. In particular, interest in foreign music was high, and users were also interested in stock investment. In addition, positive emotions such as interest and pleasure were higher than MelOn users, which could be interpreted as providing attractive services to Korean users. While previous studies have mainly focused on technical or personal factors, this study focuses on consumer reactions (online reviews) according to corporate strategies, and this point is the differentiation from others.

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