Customer shopping experience in a South Korea’s Government-run home shopping channel for small and medium enterprises based on critical incident technique and unsupervised machine learning analysis

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It is difficult for Small- and medium-sized enterprises (SMEs) to establish themselves in the market because of their relatively low brand awareness compared with well-known major corporates. Accordingly, Korean government operates a government-run television home shopping channel that only sells products of SMEs, serving as a shopping platform that guarantees brands from SMEs and connects them with consumers. This study introduces a public home shopping platform in South Korea and investigates the shopping experience of its consumers to provide implications to practitioners and researchers who prepare for a similar business model. To collect data on user experience, a subjective survey was conducted based on the critical incident technique. The survey response was analyzed with the Dirichlet-multinomial regression topic modeling to see how the shopping experience of public home shopping customers varies depending on customer loyalty.