Content Analysis of Seafood E-commerce Sites Using a Text Mining Approach: A Case Study of Japan

Abstract

Matching the values of e-commerce sites and consumers is an effective way to expand online seafood sales. However, research that analyzed seafood e-commerce site data is scarce. This study explores these services to demonstrate how online seafood sales can be promoted. Data were obtained from the text of Japanese seafood e-commerce sites’ business introduction pages. Morphological, frequency, and co-occurrence network analyses were performed. Key aspects of the services were identified (safe and high-quality, direct delivery, fresh and delicious, and thoughtfulness); however, individual consumer needs are not currently reflected. Further analyses on platform-type sites are required to expand seafood Internet sales.

Keywords:

• E-commerce
• marketing
• seafood
• text mining

Acknowledgments

I would like to thank Editage (www.editage.com) for English language editing.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Data availability statement

The datasets used during the current study are available from the corresponding author on reasonable request.