Abstract
This study analyzes unboxing experience in smartphone use. ‘Unboxing’ is a special process where consumers first face a product, and smartphone unboxing contents have become trend in video platform ‘YouTube’. Despite the importance of unboxing in enhancing product satisfaction, quantitative research of unboxing is lacking. This study purposes to identify the unique characteristics of the smartphone unboxing process by analyzing Youtube review of smartphone ‘iPhone’. Subtitle texts from unboxing review videos and general review videos after unboxing were respectively analyzed through LDA method. In the case of unboxing review, four topics, ‘photography’, ‘appearance’, ‘packaging’, and ‘screen’, came out as key attributes in smartphone unboxing. Compared with four topics of the general reviews, it revealed that the unboxing experience is more focused on the physical elements of smartphone and packaging. The results of this study can be used to improve and differentiate smartphone to lead a positive perception of product.
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