중국인들의 K-뷰티 선호도에 관한 감정 단어 분석: 샤오홍수(小红书)에서의 화장품과 관련된 댓글을 중심으로 (Analysis of Emotional Words about Chinese Preference for K-beauty: Focused on the Comments about Makeup in Little Red Book (Xiaohongshu))

서지정보

· 발행기관 : (사)한국관광레저학회
· 수록지 정보 : 관광레저연구 / 34권 / 3호 / 577 ~ 595페이지
· 저자명 : 샤오진화, 이상기, 조미령

초록

In order to analyze the Chinese love for K-Beauty, this study selected the popular Little Red Book platform in China. All comments on "K-Beauty" in the last six and a half years (January 2015 to June 2021) were collected on this platform, and big data analysis was carried out. In this study, 8901 data were collected by the network data analysis program Textom, and the unnecessary words were cleaned and analyzed by TF-IDF, and 100 main keywords were obtained. The analysis results of this study are as follows. First, it was found that among the 100 keywords, “face mask”, “skin”, “skin essence”, “effect”, “true”, “moisturizing”, etc. accounted for a relatively large proportion. Second, there were 7,518 (86.46%) positive emotion words and 1,007 (11.58%) negative emotion words. Third, the positive words about "K-Beauty" are “suitable”, “easy to use”, etc. while negative words such as "not good" , "greasy" , " red blood" , "disappointment" , and " fake" gradually appeared. Finally, based on the analysis results, marketing suggestions were made to "K-beauty" companies.

영어초록

In order to analyze the Chinese love for K-Beauty, this study selected the popular Little Red Book platform in China. All comments on "K-Beauty" in the last six and a half years (January 2015 to June 2021) were collected on this platform, and big data analysis was carried out. In this study, 8901 data were collected by the network data analysis program Textom, and the unnecessary words were cleaned and analyzed by TF-IDF, and 100 main keywords were obtained. The analysis results of this study are as follows. First, it was found that among the 100 keywords, “face mask”, “skin”, “skin essence”, “effect”, “true”, “moisturizing”, etc. accounted for a relatively large proportion. Second, there were 7,518 (86.46%) positive emotion words and 1,007 (11.58%) negative emotion words. Third, the positive words about "K-Beauty" are “suitable”, “easy to use”, etc. while negative words such as "not good" , "greasy" , " red blood" , "disappointment" , and " fake" gradually appeared. Finally, based on the analysis results, marketing suggestions were made to "K-beauty" companies.

참고자료

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