텍스트 마이닝 기법 기반 국내 홈 퍼니싱 브랜드의 소비자 인식 및 동향 비교분석 : IKEA와 한샘을 중심으로

초록

As IKEA have launched the domestic market in South Korea, the furniture market has attracted high interest in home furnishing and continues to grow its sales continuously. However, there is not much empirical analysis on user perceptions of the domestic home furnishing brand. Therefore, this study decided that it is timely to compare consumers' perceptions and trends of IKEA and HANSSEM in domestic furniture market. We implemented a topic modeling analysis with the text mining technique based on the user 's postings on Twitter. As a result, we have identified 7 topics about IKEA, 5 topics about Hanssem and keywords, and suggested the consumer's perception and marketing strategy from the viewpoint of brand image, design, usability and service. Through this study, we not only be able to gain insight into the current trends and user perspectives of the domestic home furnishing market, but also suggest the use of text mining techniques that complement the limitations of current literature review methods in design field.

키워드