혼합연구방법론을 이용한 폴더블폰에 대한 소비자 선호도와 감성평가 연구

Abstract

Background The global advancement of technology and the activation of smartphones have resulted in the generation of a large amount of data. This has ushered in an era of emotional consumption, and companies are focusing on the development of emotional products. This study explores and verifies the possibility and advantages of mixed methodology in consumer behavior research, considering these changes. Methods The mixed methodology is used to understand consumers' preferences and emotional evaluations of foldable phones. For this, big data is collected from SNS through text mining, and sentiment analysis is conducted through opinion mining. Additionally, surveys are used to investigate consumers' specific preferences and emotional evaluations of products, and detailed information is supplemented using the analyzed keywords. Through this, a comprehensive understanding of consumers' preferences and emotions can be achieved. Result Consumer interest and preference for foldable phones are on the rise, indicating the continuous development of foldable phone technology and improved market acceptance. Most respondents preferred in-fold & out style foldable phones, consistent with their high market share. The survey highlighted the camera component as the most important design element. Analysis of collected sentiment vocabulary confirmed that user experiences, design preferences, functionality, and utility expectations were reflected. Conclusion This study adopted a mixed research methodology, combining large-scale data collection and surveys, to understand consumer preferences and sentiment evaluation on foldable phones. This approach allowed a deep understanding of users' overall reactions to foldable phones, providing critical insights for product development and marketing strategies.