비정형데이터를 활용한 코로나-19 팬데믹 이후 화장품 소비트렌드에 관한 연구 = Research Study on the Post-pandemic Consumption Trend of Korean Cosmetic Products Using Unstructured Dat

다국어 초록 (Multilingual Abstract)

This study conducted unstructured big data analysis to confirm consumers' perception of cosmetics in the face of increasing non-face-toface consumption due to COVID-19 pandemic. To this end, keywords related to cosmetics were collected through portal sites such as Naver, Daum, and Google using the social network matrix program called Textom. The collection period was set from Jan 2020 to DEC 2021, and a total of 18,672 keywords were collected, and a total of 60 keywords were used for the study by refining unnecessary keywords. The results are as follows. First, performing frequency, TF-IDF analysis, important keywords such as skin, basic makeup, recommendation, use, and brand were presented. Next, semantic network analysis showed that degree centrality was skin, basic makeup, recommendation, use, and brand, closeness centrality was CHANEL, authentication, export, and customize, betweeness centrality was skin, use, brand, products, and basic makeup. Finally, CONCOR analysis resulted in a cluster of five groups: cosmetic attributes, ingredients, products, sales, and using cosmetics. These analysis results confirm consumer perceptions related to cosmetics, key components and sales channels for cosmetics In addition, it is judged that it will propose meaningful implications for establishing effective data presentation and marketing strategies for research related to demand for cosmetics after COVID-19 pandemic.

참고문헌 (Reference)

1 이승주, "화장품 특허 네트워크 분석" 한국지능시스템학회 31 (31): 230-237, 2021

2 임희숙 ; 신재욱, "화장품 용기에 적용된 움직임 구조에 관한 연구" 한국일러스아트학회 24 (24): 29-37, 2021

3 김진숙, "화장품 문화 동향과 특성에 따른 K-뷰티의 맞춤형 수출 증대 방안 - 중국과 동남아를 중심으로" 한국인체미용예술학회 22 (22): 43-60, 2021

4 김용학, "한국 대중가요의 의미 연결망－1960년대부터 2000년대까지의 변화를 중심으로" 대중서사학회 21 (21): 145-171, 2015

5 홍수남, "코로나19 시기의 뷰티소비심리가 구매행동 및 구매만족도에 미치는 영향" 대한미용학회 18 (18): 369-377, 2022

6 김유승 ; 권오혁, "뷰티 소비자의 환경의식 수준이 클린뷰티 브랜드 애착 및 구매의도에 미치는 영향" 한국디자인문화학회 27 (27): 113-127, 2021

7 최미정, "바이오 화장품에 대한 소비가치가 구매 행동에 미치는 영향 -브랜드 충성도의 매개효과를 중심으로" 한국미용학회 28 (28): 784-793, 2022

8 황신해 ; 구동영 ; 김정군, "기능성 화장품 마케팅의 소셜 빅데이터 분석 활용 : H사 사례를 중심으로" 한국디지털정책학회 17 (17): 35-41, 2019

9 Ministry of Food and Drug Safety, "World market trend survey and analysis data book for customized cosmetics" 2022

10 Ogk, Cheol, "WHO declares COVID-19 pandemic"

11 Paranyushkin, D., "Visualization of text’s polysingularity using network analysis" 2 (2): 256-278, 2011

12 Kim, D. W., "Use cases of big data by field" 34 : 39-52, 2013

13 Kim, S. S., "The effect of perception of customized cosmetics on purchase intention" 16 (16): 25-41, 2022

14 박현아 ; 이인희, "The Effect of Clean Beauty Cosmetics on Consumer's Engagement on Consumer Norms and Consumption Behavior" Korean Society of Cosmetology 28 (28): 153-164, 2022

15 진승완 ; 이인희, "The Effect of Clean Beauty Consumer's Experience Value on Engagement and Purchase Satisfaction" The Korean Society of Beauty and Art 23 (23): 333-350, 2022

16 Nooy, W. D., "Exploratory social network analysis with Pajek. Revised and expanded" Cambridge University Press 2005

17 Kyung, G. Y., "Customized Cosmetics Market Trends" 8 (8): 13-31, 2020

18 Lee, Y. K., "Cosmetic consumption propensity according to the use of social media among Generation Z women" 15 (15): 47-64, 2019

19 Freeman, L. C., "Centrality in social networks conceptual clarification" 1 (1): 215-239, 1978

20 안진정, "COVID-19 이후의 화장품 구매동향 연구" 인문사회과학연구소 30 (30): 210-231, 2022

21 Borgatti, S. P., "Analyzing Social Networks" Sage 296-, 2013

22 Yang, S. J., "A study on consumer acceptance intention for AI-based customized basic cosmetics-Exploring the moderating effect of self-efficacy on basic cosmetics consumption" 72 (72): 17-33, 2022

23 Kim, Y. H., "A network of meanings of Korean popular songs" 21 (21): 145-171, 2015