한방화장품의 소비자 리뷰에 관한 텍스트 마이닝 분석: 관광산업에 시사점을 중심으로

Abstract

This study investigated the emotional evaluations and perceptual differences of Korean and Chinese consumers regarding hanbang cosmetics, aiming to derive insights for product development and marketing strategies. The research initially collected consumer review data from both countries and analyzed it using text mining techniques. Through TF-IDF analysis, LDA topic modeling, and Word2Vec analysis, the prevalent vocabulary and thematic focuses of consumers in each country were identified. The findings revealed that Korean consumers mainly prefer hanbang cosmetics as gifts, placing high value on product packaging and price. Positive associations with Korean culture were prominent, indicating a trend of selecting hanbang cosmetics as premium gifts. Emphasis was also placed on the products’ moisturizing functions and price. In contrast, Chinese consumers prioritize the efficacy and texture of the products, while also giving high evaluations for product samples and consultation services. The product’s performance and price were found to influence Chinese consumers’ purchasing decisions, and a tendency to perceive hanbang cosmetics as solutions for skin problems was identified. Based on these results, companies can develop products and formulate marketing strategies by considering the preferences and demands of consumers in each country. In the Korean market, highlighting the product’s premium image and utility as gifts is recommended. In the Chinese market, strategies emphasizing the product’s practical effectiveness and competitive pricing are deemed effective. Furthermore, continuous updates and improvements to the product, considering cultural differences and shifts in consumer preferences between the two countries, are necessary. Additionally, incorporating marketing strategies using Hallyu (Korean Wave) culture could also be considered. These research findings can serve as important guidelines for market expansion and successful entry into the hanbang cosmetics industry, contributing to tourism industry and cultural exchanges between the two countries.