Understanding Customer Perception of Local Fashion Product on Online Marketplace through Content Analysis

Abstract

This research employs Natural Language Processing (NLP) techniques to evaluate customer reviews obtained from online marketplaces. It uses keyword extraction and clustering to identify thematic clusters in the data. These clusters reveal shared contextual significance and provide a higher-level perspective on customer perceptions of local fashion products. Sentiment analysis is also conducted within each theme to understand customer sentiment. This approach goes beyond binary sentiment classification and offers a more nuanced analysis. By incorporating keyword extraction, clustering, and sentiment analysis, this research offers a thorough framework for comprehending customer perceptions in the digital marketplace. It contributes to the field of e-commerce by offering a robust methodology for decoding customer sentiments towards local fashion products. The findings have substantial implications for marketers, designers, and platform providers in online marketplaces, leading to a more consumer-centric e-commerce ecosystem.