A Study on Consumers' Perceptions of Omakase and Imokase Using Text Network Analysis

Abstract

This study analyzed consumer awareness of 'Omakase' and 'Imokase', which have rapidly increased consumer interest in the last 2 to 3 years, using big data. Through this, it was intended to be used as basic data to interpret the meaning of consumer behavior for these two restaurant businesses. From January 1, 2022 to December 31, 2022, text data containing Omakase or Imokase were collected from Naver and Daum, and text mining, keyword frequency analysis, centrality analysis, semantic network analysis, and CONCOR analysis were performed. The results of this study are as follows. First, consumers have a positive perception of omakase and imokase. Second, Second, consumers perceive Omakase as follows. ① Region(Gangnam) ② Menu(sushi, Korean beef, sushi, Japanese food, beef) ③ How to use(dinner, lunch, course) ④ Important attributes(price, value for money, friends, use for the first time). Third, consumers perceive imokase as follows. ① region(Gangneung, Euljiro, Seomyeon) ② menu(yang-gobchang, sulsang, danji) ③ How to use(pub, anju) ④ important attribute (omakase, dongsang-imong, imo).