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A Study on Consumer Value Perception through Social Big Data Analysis: Focus on Smartphone Brands
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소셜 빅데이터 분석을 통한 소비자 가치 인식 연구 : 신규 스마트폰을 중심으로

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Type
Academic journal
Author
Hyong-Jung Kim (서강대학교) Jin-Hwa Kim (서강대학교)
Journal
Society for e-Business Studies The Journal of Society for e-Business Studies Vol.22 No.1 KCI Excellent Accredited Journal
Published
2017.2
Pages
123 - 146 (24page)

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A Study on Consumer Value Perception through Social Big Data Analysis: Focus on Smartphone Brands
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Abstract· Keywords

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The information that consumers share in the SNS (Social Networking Service) has a great influence on the purchase of consumers. Therefore, it is necessary to pay attention to new research methodology and advertising strategy using Social Big Data. In this context, the purpose of this study is to quantitatively analyze customer value through Social Big Data. In this study, we analyzed the value structure of consumers for the three smartphone brands through text mining and positive/negative image analysis. Analysis result, it was possible to distinguish the emotional aspects (sensitivity) and rational aspects (rationality) for customer value per brand. In the case of the Galaxy S7 and iPhone 6S, emotional aspects were important before the launch, but the rational aspects was important after release date. On the other hand, in the case of the LG G5, emotional aspects were important before and after launch. We can propose two core advertising strategies based on analyzed consumer value. When developing advertising strategy in the case of the Galaxy S7, there is a need to emphasize the rational aspects of product attributes and differentiated functions. In the case of the LG G5, it is necessary to consider the emotional aspects of happiness, excitement, pleasure, and fun that are felt by using products in advertising strategy. As a result, this study will provide a good standard for actual advertising strategy through consumer value analysis. Advertising strategies are primarily driven by intuition or experience. Therefore, it is important to develop advertising strategies by analyzing consumer value through social big data analysis.
#빅데이터 #텍스트 마이닝 #감성분석 #소비자 가치 #광고전략 #Big Data #Text Mining #Sentimental Analysis #Consumer Value #Advertising Strategy

Contents

1. 서론
2. 소비자 가치 연구
3. 연구 방법 및 절차
4. 연구 결과
5. 결론 및 시사점
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UCI(KEPA) : I410-ECN-0101-2017-004-002302588