Earticle

초록

영어

This study analyzes Korean and Chinese consumer perceptions of Hanbang (traditional Korean herbal) cosmetics, specifically focusing on Sulwhasoo’s Jaum two-piece set. Using topic modeling, 7,000 consumer reviews from Naver (Korea) and Baidu (China) were examined to uncover the key themes that influence consumer satisfaction and dissatisfaction. The results reveal significant similarities and differences between the two markets. In both countries, the product is frequently purchased as a gift, and price sensitivity is a major concern. However, Korean consumers prioritize delivery experiences and product functionality, while Chinese consumers focus more on product quality and effectiveness. These findings highlight the need for targeted strategies in each market. For success in Korea, competitive pricing and improved logistics are crucial, whereas in China, maintaining high product quality and capitalizing on the gifting culture are essential. Additionally, global expansion requires educating consumers on the benefits of Hanbang cosmetics, ensuring product consistency, and adapting to regional preferences. This research provides valuable insights for cosmetic companies aiming to enhance their market presence both locally and internationally.

목차

Abstract
1. Introduction
2. Related Research
2.1 Text Mining-based Review Analysis
2.2 Review Analysis of Cosmetic Product
3. Research Methodology
3.1 Data Collection and Preprocessing
3.2 Topic Modeling Analysis Procedure
4. Topic Modeling Analysis Results
4.1 Analysis Results of Korean Reviews
4.2 Analysis Results of Chinese Reviews
5. Conclusion and Business Implication
5.1 Conclusion
5.2 Business Implications
References

키워드

저자

• Soo Kyung Kim [ Professor, School of International Studies, Dankook University ] First Author/Corresponding Author
• Jung Seung Lee [ Associate Professor, School of Business, Hoseo University ] Co-Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  JITAM [Journal of Information Technology Applications and Management]

• 간기

  격월간

• pISSN

  1598-6284

• eISSN

  2508-1209

• 수록기간

  1999~2026

• 십진분류

  KDC 005 DDC 005