빅데이터를 활용한 편의점 원두커피에 관한 인식 연구

A Study on Perception of Convenience Store Ground Coffee Using Big Data

This study constitutes the first domestic research on convenience store ground coffee, laying the groundwork for subsequent studies and providing practical insights for strategic planning in coffee shops by analyzing consumer perceptions through big data from online communities. Data were collected from Naver Blogs and Naver Cafes between January 1, 2017, and December 31, 2023. The collected data underwent NLP(Natural Language Processing), morphological analysis, and data cleansing, followed by analyses such as TF(Term Frequency), TF-IDF(Term Frequency-Inverse Document Frequency), network centrality analysis, and topic modeling. The analysis revealed that consumers perceive convenience store ground coffee as offering the aroma and taste comparable to those of coffee shops at a lower price point, thanks to the use of expensive machines and high-quality coffee beans, combined with convenient accessibility. Based on these findings, we discussed the potential development directions for coffee shops, including the introduction of high-end coffee, enhancement of servicescapes and human services, and the rapid development of diverse new menu items. Finally, the study's limitations were described, suggesting possibilities for future research.