빅데이터 분석을 통한 코로나19 전후 스타벅스에 대한 소비자 인식에 관한 연구 (Understanding the Effects of COVID-19 on the Starbucks Perception through Big Data Analytics: A Comparative Study)

서지정보

· 발행기관 : (사)한국조리학회
· 수록지 정보 : Culinary Science & Hospitality Research / 27권 / 6호 / 1 ~ 14페이지
· 저자명 : 김예지, 김현성, 김학선

초록

This study was conducted to present strategic basic data and information for Starbucks marketing with the effect of pandemic of COVID-19. In order to achieve the research objectives, the semantic network analysis for data of 2019 and 2020 was adopted to explore the network of top frequency words related to the keywords "Starbucks". Data was collected by Textom program and data analysis was performed by Ucinet 6.0 with Centrality analysis and CONCOR analysis. As results, three dimensions "Promotion", "Brand" and "Products" were explored both for 2019 and 2020. Specifically, "COVID-19" group with words like "delivery", "non face-to-face", "untact" and "online shop" was extracted for 2020. It was the first delivery store in 20 years after Starbucks opened in Korea, and customers who prefer non- face-to-face are a new way to prefer takeout such as online shop and drive-thru system. Several implications for the practical operation and future research for coffee shop industry with the background of the outbreak of COVID-19 were discussed based on the findings of this research.

영어초록

This study was conducted to present strategic basic data and information for Starbucks marketing with the effect of pandemic of COVID-19. In order to achieve the research objectives, the semantic network analysis for data of 2019 and 2020 was adopted to explore the network of top frequency words related to the keywords "Starbucks". Data was collected by Textom program and data analysis was performed by Ucinet 6.0 with Centrality analysis and CONCOR analysis. As results, three dimensions "Promotion", "Brand" and "Products" were explored both for 2019 and 2020. Specifically, "COVID-19" group with words like "delivery", "non face-to-face", "untact" and "online shop" was extracted for 2020. It was the first delivery store in 20 years after Starbucks opened in Korea, and customers who prefer non- face-to-face are a new way to prefer takeout such as online shop and drive-thru system. Several implications for the practical operation and future research for coffee shop industry with the background of the outbreak of COVID-19 were discussed based on the findings of this research.

참고자료

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