Customer Satisfaction Analysis by Purpose Types of Purchasing and Using VR Devices from Review Data

Abstract

The advancement and market activation of VR devices is crucial to opening the era of the Metaverse. To help the VR device industry's development, this study proposed a method that examines consumers' purpose types for purchasing and using VR devices from reviews and investigates their relationship with customer satisfaction. The study contributes to the academic field as it differs from prior studies in that: 1) it collected VR device review data from Amazon.com, and applied text analysis to identify purpose types and measure their propensities in each review; 2) keywords for text analysis were manually selected after keyword extraction using a traditional automatic approach; 3) bigram relationships of lemmas with the selected keywords were used to acquire more keywords for each purpose type; and 4) customer satisfaction on VR devices was represented by review ratings and sentiment, and customer satisfaction differences among purpose types were analyzed. Consequently, the research revealed that purpose types were associated with customer satisfaction in order like “gift” > “workout” > “watch” > “game”. From a practical point of view, this result can help to derive strategies for activating the VR device industry from a consumer perspective by aligning the development of VR device functionalities and software content with consumer demands.