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A Study for Consumer Perceptions of Bakery Cafe using Text Network Analysis
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- 경성대학교 산업개발연구소 바로가기
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- 제39권 제3호 (2023.09)바로가기
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- 페이지
- pp.60-68
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- 저자
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- 언어
- 영어(ENG)
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- URL
- https://www.earticle.net/Article/A435948
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초록
- 영어
- This study utilized big data to understand consumers' perceptions of bakery cafes, which have become a post-COVID-19 consumer trend This study utilized big data to understand consumers' perceptions of bakery cafes, which have become a post-COVID-19 consumer trend. By doing so, aimed to use it as a basis for understanding the meaning of consumer behavior using bakery cafes. To do so, we collected titles and original posts containing the word "bakery cafe" from web pages, blogs, and cafes on Naver, Daum, Google, and Twitter from January 1, 2020 to July 4, 2023. Through the Textom and UCINET 6.0 to frequency analysis, identify structural characteristics of the network, key word centrality analysis, and CONCOR(CONvergence of iterated CORrelation) analysis. The results of this study are as follows: First, The top 10 words with the highest frequency of appearance are ‘bakery cafe’, ‘cafe', ‘bakery', ‘bakeies', ‘big store', ‘recommended', ‘matzip', ‘coffee', ‘variety', ‘varieties'. Second, The degree centrality analysis results show that the top 10 words are ‘bakery cafe’, ‘cafe', ‘bakery', ‘big store', ‘recommended', ‘matzip', ‘coffee', ‘variety', ‘varieties', ‘dessert’. So overall, higher frequency and higher importance words indicate that they are more central to the connection. Through a CONCOR analysis, keywords were divided into three clusters. Each cluster was named as ' bakery cafe image, 'bakery cafe usage status', and 'bakery cafe selection properties'. And specially, Each cluster contains a neighborhood associated with a bakery cafe. Therefore, it is necessary to establish a marketing strategy for bakery cafes based on the results of this study.
목차
ABSTRACT
1. INTRODUCTION
2. LITERATURE REVIEW
2.1 Bakery Cafe
2.2 Text Network Analysis
3. METHODS
4. Results
4.1 Frequency Analysis of Key Words
4.2 Structural Characteristics of the Network
4.3 Degree Centrality Analysis
4.4 CONCOR Analysis
5. CONCLUSION AND LIMITATION
REFERENCES
키워드
bakery cafe text network analysis consumer perceptions keyword frequency analysis저자
간행물 정보
발행기관
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- 발행기관명
- 경성대학교 산업개발연구소 [INDUSTRIAL DEVELOPMENT INSTITUTE KYUNGSUNG UNIVERSITY]
- 설립연도
- 1985
- 분야
- 사회과학>지역개발
- 소개
- 연구소는 경영및 경제 전반에 관한 이론과 실무의 연구개발을 통하여 산학협동을 기하고 이를 토대로 국민경제의 발전에 기여함을 목적으로 한다
간행물
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- 간행물명
- 산업혁신연구 [The Journal of Industrial Innovation]
- 간기
- 계간
- pISSN
- 2005-2936
- eISSN
- 2800-0080
- 수록기간
- 1985~2026
- 등재여부
- KCI 등재
- 십진분류
- KDC 325 DDC 658
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