• ISSN: 2010-023X (Print)
    • Abbreviated Title: Int. J. Trade, Economics and Financ.
    • Frequency: Quaterly
    • DOI: 10.18178/IJTEF
    • Editor-in-Chief: Prof.Tung-Zong (Donald) Chang
    • Managing Editor: Ms. Shira. W. Lu
    • Abstracting/ Indexing:  Crossref, Electronic Journals Library , EBSCO
    • E-mail: ijtef.editorial.office@gmail.com
IJTEF 2022 Vol.13(1): 12-18 ISSN: 2010-023X
DOI: 10.18178/ijtef.2022.13.1.716

Comparative Study on Chinese Consumer Concerns of Thai and Foreign Cosmetics in the Context of Cross-border e-Commerce by LDA and Sentiment Analysis

Yuting Feng, Nopasit Chakpitak, Piang-or Loahavilai, Tirapot Chandarasupsang, and Lei Mu

Abstract—Cross-border e-commerce has become one of the important trade models nowadays, especially for the countries under China’s “The Belt and Road Initiative” policy, and Thailand has the strongest cross-border e-commerce connection with China among these countries. Cosmetics is the most popular category on Tmall Global which is one of the largest cross-border e-commerce retail platforms in China. However, Thai cosmetics sales are far behind top three sales countries which are Japan, South Korea and France. Electronic word of mouth has an important impact on Chinese consumer online purchase decision, and massive online reviews reflect consumers' concerns. In order to understand the reasons that Chinese consumer prefer cosmetics more from Japan, South Korea and France rather than Thailand, based on the data collected from China cross-border e-commerce industry and massive literature review, in this paper, two research problems are identified as consumer concern factors and their sentiment preference. Then 25 sample products and reviews are selected from these four countries by keywords searching, the relationship between sales volume and online reviews analysis indicate Chinese consumer has strong concerns and express their positive and negative sentiment of products in each country, especially Thai products. What is more, 9900 reviews are crawled in each country as raw input data. Finally, a text-mining based conceptual framework is introduced to apply in cross-border e-commerce cosmetics context which including latent Dirichlet allocation and sentiment analysis. The extracted factor and their proportion in each country, the factor difference comparison among four countries and sentiment preference of each factor are output after implement in the future. This research can benefit for products supplier, platform operator, logistics provider, researchers and so on, especially for participants along “The Belt and Road Initiative” countries. It can indicate the Chinese customer concerns gap between countries along “The Belt and Road Initiative” and other popular cosmetics countries.

Index Terms—Consumer concerns, cross-border e-commerce, electronic word of mouth, sentiment analysis, text-mining conceptual framework, latent Dirichlet allocation.

Yuting Feng, Nopasit Chakpitak, Piang-or Loahavilai, and Tirapot Chandarasupsang are with the International College of Digital Innovation, Chiang Mai University, Thailand (e-mail: elenafeng1993@gmail.com, nopasit@cmuic.net, piangor@gmail.com, tirapot@gmail.com).
Lei Mu is with the College of Foreign Languages and Cultures, Chengdu University, China (e-mail: mulei@cdu.edu.cn).

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Cite: Yuting Feng, Nopasit Chakpitak, Piang-or Loahavilai, Tirapot Chandarasupsang, and Lei Mu, "Comparative Study on Chinese Consumer Concerns of Thai and Foreign Cosmetics in the Context of Cross-border e-Commerce by LDA and Sentiment Analysis," International Journal of Trade, Economics and Finance vol.13, no.1, pp. 12-18, 2022.

Copyright © 2022 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).

 

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