This study investigates the structural drivers of consumer evaluation in the mature Korea online frozen food market. Using web-crawled data from a major retail platform, we integrate structured variables (price, ratings, review volume) with unstructured review text to examine how price, social proof, experiential value, and logistics reliability jointly shape consumer satisfaction. Results indicate that unit price is negatively associated with ratings, while review volume functions as social proof that reduces perceived uncertainty. A moderation analysis reveals a standardization effect : consumers purchasing highly processed convenience foods exhibit greater price sensitivity than those purchasing less processed frozen ingredients. Text mining grounded in the Kano Model further differentiates experiential motivators(e.g., taste and convenience), which increase ratings, from logistics-related complaints, which exert a comparatively stronger negative influence. Grouped regressions suggest greater information reliance in the high-price segment, consistent with an information maturity pattern. Overall, the findings demonstrate that consumer evaluation in online food markets extends beyond price-utility trade-offs toward experience-and information-based value formation. Methodologically, this study advances consumer research by integrating transactional and textural data to model multidimensional satisfaction mechanisms.

Abstract
I. 서 론
Ⅱ. 이론적 배경 및 가설 설정
    1. 외재적 단서의 역할 : 정보 비대칭 및 신호이론
    2. 기대불일치 이론과 전자구전(e-WOM)을 통한 경험 가치 중심 평가로의 전이
    3. 시장 성숙도와 가격대별 소비자 평가 구조의 차별성
Ⅲ. 연구방법
    1. 연구 대상 및 자료 수집
    2. 변수 설정 및 분석 방법
Ⅳ. 실증분석
    1. 냉동식품의 기술통계 분석
    2. 냉동식품 가격-평점 상관분석
    3. 냉동식품 가격-만족도 포지셔닝 매트릭스
    4. 가설검증
Ⅴ. 결론 및 시사점
    1. 연구 결과 요약 및 학술적 기여
    2. 마케팅 전략적 시사점
REFERENCES

• 장영수(국립부경대학교 해양수산경영경제학부 교수) | Young-Soo Jang (Professor, Department of Marine Business and Economics, Pukyong National University, Busan, 48513, Rep. of Korea)
• 김지웅(국립부경대학교 해양수산경영경제학부 교수) | Ji-Ung Kim (Professor, Department of Marine Business and Economics, Pukyong National University, Busan, 48513, Rep. of Korea)
• 장춘봉(국립부경대학교 해양수산경영경제학부 강사) | Chunfeng Zhang (Lecturer, Department of Marine Business and Economics, Pukyong National University, Busan, 48513, Rep. of Korea) Corresponding author