KMID : 1145120210190020247
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Asian Journal of Beauty and Cosmetology 2021 Volume.19 No. 2 p.247 ~ p.261
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Korean and Chinese Consumers¡¯ Perception on Herbal Cosmetics: Clustering of Unstructured data
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Fan Xuan-Kun
Seon Joon-Ho Lee Kyu-Hye
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Abstract
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Purpose: This study examines and compares Korean and Chinese consumers¡¯ perceptions of herbal cosmetics, as demand for natural cosmetics is increasing.
Methods: Based on a big data methodology, this study uses text mining and semantic network analysis to identify major keywords that appeared in consumers¡¯ comments on herbal cosmetics.
Results: Results reveal that Korean consumers paid more attention to herbal cosmetics products¡¯ distribution process and packaging conditions. Moreover, Korean consumers recognize herbal cosmetics as cosmetics for women of higher age. Chinese consumers focused more on the products¡¯ attributes, including other people¡¯s evaluations of the products and the ingredients of herbal cosmetics.
Conclusion: As the market size of Korean herbal cosmetics expands, this study will help establish marketing strategies to target a wider consumer base and to provide basic data for establishing more effective marketing strategies when Korean herbal cosmetics brands enter the Chinese market.
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KEYWORD
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Herbal cosmetics, Consumer perception, Semantic network analysis, Clustering analysis, Unstructured data
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