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ISSN : 1226-4822(Print)
The Sociolinguistic Journal of Korea Vol.34 No.1 pp.199-224
DOI : http://dx.doi.org/10.14353/sjk.2026.34.1.06

Analysis of gendered language use in positive online shopping reviews

Yiyan Liu*, Yixuan Wang, Xilin Feng**, Yunmi Chae***
*First Author: Yiyan Liu, M.A. Student, Department of Korean Language Education as a foreign Language, Hanyang University; 222 Wangsimni-ro, Seoul 04763, South Korea;
**Co-Author: Yixuan Wang, M.A. Student, Department of Korean Language Education as a foreign Language, Hanyang University; 222 Wangsimni-ro, Seoul 04763, South Korea
***Corresponding Author: Yunmi Chae, Assistant Professor, Department of Korean Language Education, Hanyang University; 222 Wangsimni-ro, Seoul 04763, South Korea

Abstract

This study examines gender differences in language use in online shopping reviews through an analysis of five-star reviews posted on the fashion platform Musinsa. Focusing on reviews of a single unisex sneaker product, a corpus of 977 reviews by male users and 998 reviews by female users were compiled and analyzed. This study used morphological analysis and frequency-based methods to compare high-frequency vocabulary, part-of-speech distributions, abbreviated forms, loanwords, original-language expressions, sentence-ending forms (haeyo-che and hasipsio-che), and symbolic language such as emoticons. The findings show that male users tend to use verbs and nouns directly related to functions and outcomes, whereas female users more frequently employ adjectives and adverbs expressing aesthetics, emotions, and overall impressions. Although the use of hybrid abbreviations and emoticons differed significantly by gender, sentence-ending forms also showed a statistically significant association with gender. These results suggest that gender does not rigidly determine the overall stylistic structure of review discourse but influences language use by shaping evaluative focus, emotional marking, and rhetorical emphasis in positive reviews.

초록

Vol. 40 No. 4 (2022.12)

Journal Abbreviation j. Korea Saf. Manag. Sci.
Frequency Published four times annually in March, June, September, and December
Doi Prefix 10.14353/sjk.
Year of Launching 1993
Publisher The Sociolinguistic Society of Korea
Indexed/Tracked/Covered By

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