Korean and Chinese Consumers’ Perception on Herbal Cosmetics: Clustering of Unstructured data

Abstract

Purpose: This study examines and compares Korean and Chinese consumers' perceptions of herbal cosmetics, as demand for natural cosmetics is increasing. Methods: Based on a big data methodology, this study uses text mining and semantic network analysis to identify major keywords that appeared in consumers' comments on herbal cosmetics. Results: Results reveal that Korean consumers paid more attention to herbal cosmetics products' distribution process and packaging conditions. Moreover, Korean consumers recognize herbal cosmetics as cosmetics for women of higher age. Chinese consumers focused more on the products' attributes, including other people's evaluations of the products and the ingredients of herbal cosmetics. Conclusion: As the market size of Korean herbal cosmetics expands, this study will help establish marketing strategies to target a wider consumer base and to provide basic data for establishing more effective marketing strategies when Korean herbal cosmetics brands enter the Chinese market.