빅데이터를 이용한 중국인 외식 소비 성향 분석
Analysis of Customer Behavior of Chinese Restaurants Using Big Data
0
조회
0
다운로드
6
인용
0
참고문헌
키워드
초록
This study collected consumers evaluations about restaurant quality using Big Data and analyzed the brand personality by contents analysis of consumers' reviews, and then examined the difference according to the type of industry and commercial area. The data used in the analysis were based on 40,405 restaurants and 3,158,623 reviews collected from China's largest restaurant evaluation site Dianping.com. The brand personality was measured using the brand personality measurement items extended through WordNet. The analysis was done using reliability analysis, and correlation analysis were conducted to verify reliability and validity, and ten a difference analysis was performed. The results of this study are as follows: First, brand personality is different according to the type of industry. Second, brand personality is different according to region. Third, service quality is different according to the type of industry , And fourth, service quality varies according to the region. The limitation of this study is that it is not easy to compare the results of this study with previous studies because it is difficult to collect demographic information due to the nature of the survey through Big Data. Therefore, in future research, it is necessary to provide demographic information from restaurant evaluation companies and analyze them together.
Abstract
This study collected consumers evaluations about restaurant quality using Big Data and analyzed the brand personality by contents analysis of consumers' reviews, and then examined the difference according to the type of industry and commercial area. The data used in the analysis were based on 40,405 restaurants and 3,158,623 reviews collected from China's largest restaurant evaluation site Dianping.com. The brand personality was measured using the brand personality measurement items extended through WordNet. The analysis was done using reliability analysis, and correlation analysis were conducted to verify reliability and validity, and ten a difference analysis was performed. The results of this study are as follows: First, brand personality is different according to the type of industry. Second, brand personality is different according to region. Third, service quality is different according to the type of industry , And fourth, service quality varies according to the region. The limitation of this study is that it is not easy to compare the results of this study with previous studies because it is difficult to collect demographic information due to the nature of the survey through Big Data. Therefore, in future research, it is necessary to provide demographic information from restaurant evaluation companies and analyze them together.
참고문헌 (21)
- 김선정, "브랜드 이미지가 소비자의 태도, 재구매의도 및 추천의도에 미치는 영향", 한국외식산업학회지, 13(3), pp.125~135 (2017), 한국외식산업학회[DOI]
- 2016 외식기업 해외진출 실태조사, "농림축산식품부", ~ (2016)
- 도해용, "빅데이터 분석 기법을 이용한 레스토랑 품질과 고객만족이추천행동에 미치는 영향에 관한 연구", 외식경영연구, 16(2), pp.233~255 (2013), 한국외식경영학회
- 박우창, "데이터 마이닝 개념 및 기법" (2003), 자유아카데미
- 서정호, "국내관광 의사결정과 소셜미디어의 관계성 규명 : 내용분석을 중심으로", 석사, 호텔관광학과, pp.2012
- 식품음료신문, "외식 해외 진출, 선배 기업이 돕는다", ~ (2017)
- 신선화, "해외진출 외식기업의 시장고려 변수 선정", 한국식생활문화학회지, 25(6), pp.755~763 (2010), 한국식생활문화학회
- 서선희, "중국 현지인의 한식에 대한 인식과 한식 레스토랑 만족도 및 재방문의도 - 방문 경험과 방문 빈도 차이를 중심으로 -", 한국식생활문화학회지, 24(2), pp.126~136 (2009), 한국식생활문화학회
- 양일선, "한식 세계화 유관기관 및 해외진출 외식기업의 해외 한식 마케팅 커뮤니케이션 분석", 한국식생활문화학회지, 26(6), pp.698~708 (2011), 한국식생활문화학회
- 이진, "직접투자로 진출한 외식기업의 해외진출 성과에 영향을 미치는 요인에 관한 연구", 관광연구저널, 24(4), pp.289~303 (2010), 한국관광연구학회
- 이행순, "외식기업의 문화마케팅에 관한 연구", 관광연구저널, 23(1), pp.279~299 (2009), 한국관광연구학회
- 임영희, "레스토랑 평가 애플리케이션의 이용 동기, 지각된 유용성 및 이용의도의 영향관계: 성별 조절효과를 중심으로", 한국외식산업학회지, 13(4), pp.31~45 (2017), 한국외식산업학회[DOI]
- 임은순, "헤도닉 가격모형을 이용한 레스토랑 가격 결정요인 분석 －뉴욕 소재 레스토랑을 중심으로－", 관광연구저널, 25(5), pp.419~431 (2011), 한국관광연구학회
- 전현모, "모바일 배달앱 서비스에 대한 소비자 수용 - 확장된 통합기술수용모형(UTAUT2)을 중심으로 -", 한국외식산업학회지, 13(1), pp.67~82 (2017), 한국외식산업학회[DOI]
- 코트라, "2016 프랜차이즈 해외진출 성공 사례집" (2017)
- Aaker, J. L., "Dimensions of brand personality", Journal of Marketing research, 34(3), pp.347~356 (1997)
- Aaker, J. L., "Accessibility or Diagnosticity? Disentangling the Influence of Culture on Persuasion Processes and Attitudes", Journal ofConsumer Research, 26, pp.340~356 (2000)
- Reviews, reputation, and revenue: The case of Yelp. com (No. 12-016), "Luca, M.", HarvardBusiness School, ~ (2011)
- "Similarweb" (2017)[URL]
- Weber, R. P., "Basic content analysis(No. 49)" (1990), Sage
- Zhang, Z., "Positive and Negative Word of Mouth about Restaurants: Exploring the Asymmetric Impact of the Performance of Attributes", Asia Pacific Journal of Tourism Research, pp.1~19 (2012)