ScholarWorks@숙명여자대학교

초록

With the expansion of online markets, consumer-generated online reviews have become an important source of consumption-related information. Considering this shift in the consumption environment, the present study investigates satisfaction factors and repurchase drivers based on consumers’ actual product experiences. To this end, 12,442 athleisure wear reviews were collected from N Company’s major online shopping platform in Korea, and text mining combined with a Graph Attention Network (GAT) model was employed. To overcome the limitations of survey-based research―which relies on predefined variables―this study transformed review sentences into a K-N N graph using SBERT embeddings and cosine similarity, and then applied a GAT model to quantify semantic relationships between sentences and identify the relative contribution of key factors. The results show that the ma jor drivers of repurchase intention were ‘size adjustment(one size up/down)’ and ‘value for money(for this price ).’ Review content further confirmed that many consumers repurchased items after adjusting the size based on their initial wearing experience. For satisfaction factors, ‘comfort (comfortable)’ exhibited the highest contribution, followed by ‘size,’ ‘fit,’ and ‘wearability,’ indicating that body-fit-related attributes are critical determinants of satisfaction. Notably, ‘fast delivery,’ a factor rarely addressed in prior athleisure research, emerged as a top contributor, highlighting the increasing importance of delivery experience in online shopping contexts. Additionally, ‘value for money’ played a consistently important role in both satisfaction and repurchase domains. By applying deep learning analysis to large-scale online reviews, this study systematically identified key drivers grounded in actual consumption experiences, thereby uncovering repurchase determinants that are difficult to capture through traditional survey methods. From a managerial perspective, the findings provide actionable insights for improving consumer satisfaction and repurchase rates through size-option diversification, functional material en hancement, balanced price-quality positioning, and strengthened delivery service quality.

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