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http://dx.doi.org/10.15207/JKCS.2018.9.4.015

A Study of the Consumer Major Perception of Packaging Using Big Data Analysis -Focusing on Text Mining and Semantic Network Analysis-  

Kang, Wook-Geon (Department of Packaging, Yonsei University)
Ko, Eui-Suk (Department of Packaging, Yonsei University)
Lee, Hak-Rae (Department of Packaging, Yonsei University)
Kim, Jai-neung (Department of Packaging, Yonsei University)
Publication Information
Journal of the Korea Convergence Society / v.9, no.4, 2018 , pp. 15-22 More about this Journal
Abstract
The purpose of this study is to investigate the consumer perception of packaging using big data analysis. This study use text mining to extract meaningful words from text and semantic network analysis to analyze connectivity and propagation trends. Data were collected by dividing the 'packaging(Korean)' and 'packaging(English)'. This study visualized the word network structure of the two key words and classified them into four groups with similar meaning through CONCOR analysis. The group name was specified based on the words constituting the classified group. These groups are a major category of consumers' perception of packaging. Especially cosmetics and design have high frequency of words and high centrality. Therefore it can be expected that the packaging design is perceived as important in the cosmetics industry. This study predicts consumers' perception of packaging so it can be a basis for future research and industry development.
Keywords
Packaging; Big Data; Text Mining; Semantic Network Analysis; CONCOR Analysis; Consumer perception;
Citations & Related Records
Times Cited By KSCI : 7  (Citation Analysis)
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