Purpose This study aims to analyze the current status of consumer awareness on Internet banks by conducting a full investigation and collecting user opinions presented on Google Play.
After cateogorizing the current dissatisfaction, we would like to present not only the direction of the Internet bank service of but also the improvements of the platform.
Design/methodology/approach Using opinion mining, subjectivity analysis, polarity analysis, and polarity information analysis of comments were conducted step by step to extract negative and positive keywords. The extracted keywords analyzed the weights of the frequently appearing positive and negative keywords using the TF-IDF model. Based on previous studies that negative information is more sensitive to positive information, we tried to confirm the connection, proximity, and mediation of negative keywords. Semantic Network Analysis (SNA) was used to visualize the connection relationship between the negative comment keywords of the three Internet banks.
Findings Domestic Internet banks such as Kakao Bank, K-Bank, and Toss Bank have attracted a lot of attention even before they were established, and after establishment, they have secured a wide range of users through platforms that are completely different from existing banks. This study found out that the convenience of the app affects the opening and transaction of non-face-to-face accounts, which are characteristics of domestic Internet banks, which also affects the bank's business strategy. In addition, this study shows that the business characteristics of the company can be identified.