Journal of Korean Society of Forest Science (한국산림과학회지)

Korean Society of Forest Science (한국산림과학회)
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Analysis on Consumer's Preference for Non-Timber Forest Product (Shiitake, Chest nut, Persimmon): Social Big-data Analysis

주요 단기소득임산물(표고버섯, 밤, 떫은감)에 대한 소비 의향 분석: 소셜 빅데이터 분석을 이용하여

  • Seok, Hyun Deok (Center for Forestry Policy Research, Korea Rural Economic Institute) ;
  • Choi, Junyeong (Center for Forestry Policy Research, Korea Rural Economic Institute) ;
  • Byun, Seung Yeon (Center for Forestry Policy Research, Korea Rural Economic Institute) ;
  • Min, Sun Hyung (College of Agricultural and Life Science, Seoul National University)
  • 석현덕 (한국농촌경제연구원 산림정책연구센터) ;
  • 최준영 (한국농촌경제연구원 산림정책연구센터) ;
  • 변승연 (한국농촌경제연구원 산림정책연구센터) ;
  • 민선형 (서울대학교 농업생명과학대학)
  • Received : 2018.12.13
  • Accepted : 2019.03.04
  • Published : 2019.03.31
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Abstract

In a situation where production of short-term income forestry products has been stagnant or decreased in recent years, the government or related agencies are trying to promote consumption of short-term income forest products. While consumer sentiment studies on short-term income forestry are being conducted as part of efforts to encourage consumption, most of the studies rely solely on a survey-based method. In the information age, consumer sentiment toward consumer goods is reflected mostly on social networking sites due to the spread of the Internet. It is necessary to avoid relying solely on a survey-based method in existing research and directly analyze social networking sites that reflect consumers' wishes. In response, this study identified consumer preferences for major short-term income forest products through social big data analyses and used the results to establish strategies for promoting the sale of short-term income forest products. This paper is different from previous research using only a survey-based method, and it uses SNS to understand consumer preferences. The results of this study are expected to directly help the government or related agencies promote consumption of short-term income forest products and, ultimately, help improve forest-related income and promote healthy forest condition.

최근 단기소득임산물 생산량 증가에 따라 정부나 관련 기관에서 단기소득임산물에 대한 소비를 촉진하기 위한 다양한 노력을 하고 있다. 소비 촉진 노력의 일환으로 단기소득임산물에 대한 소비자 의향 연구가 진행되고 있지만 대부분의 연구는 설문조사에만 의존하는 상황이다. 정보화 시대에서 소비재에 대한 소비자 의향은 인터넷 확산에 따라 SNS에 크게 반영되고 있다. 기존 연구에서 설문에만 의존하는 것을 탈피하여 소비자의 의향이 직접 반영되어 있는 SNS를 직접 분석하는 것이 필요하다. 이에 본 연구는 소셜 빅테이터 분석을 통해 주요 단기소득임산물에 대한 소비자 의향을 파악하였으며, 이 결과를 이용해 해당 단기소득임산물의 판매 촉진 전략을 수립하였다. 본 논문은 설문조사만을 이용한 기존의 단기임산물 관련 연구들과는 다르게 적은 비용으로 많은 표본들의 즉각적인 반응을 파악할 수 있는 SNS 빅데이터를 활용하여 소비자 의향을 파악하였다는 것에 차별성이 있다. 본 연구의 결과는 정부나 관련 기관의 단기소득임산물의 소비 촉진 정책에 직접적으로 도움이 되고 궁극적으로는 임가 소득 향상과 건강한 산림관리에 도움이 될 수 있을 것이라 기대된다.

Keywords

HOMHBJ_2019_v108n1_97_f0001.png 이미지

Figure 1. Results of related-words analysis: Chest Nuts.

HOMHBJ_2019_v108n1_97_f0002.png 이미지

Figure 2. Results of related-words analysis: Shiitake Mushroom.

HOMHBJ_2019_v108n1_97_f0003.png 이미지

Figure 3. Results of related-words analysis: Persimmon.

Table 1. Short-term income forestry products for the last five years.

HOMHBJ_2019_v108n1_97_t0001.png 이미지

Table 2. Social matrix relation classification system.

HOMHBJ_2019_v108n1_97_t0002.png 이미지

Table 3. Emotion map: Chest Nuts.

HOMHBJ_2019_v108n1_97_t0003.png 이미지

Table 4. Emotion map: Shiitake.

HOMHBJ_2019_v108n1_97_t0004.png 이미지

Table 5. Emotion map: Persimmon.

HOMHBJ_2019_v108n1_97_t0005.png 이미지

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