earticle

영어

This study analyzed consumer perceptions and hair loss management behaviors related to stress-induced alopecia based on social media using big data analysis methods. Text data were collected from Naver, Daum, and Google using the Textom, a big data analysis solution service focusing on stress-induced alopecia and scalp management, from January 2020 to December 2022 for three years. The collected data were refined and analyzed, and cluster analysis was performed using the correlation coefficient used in CONCOR analysis, comparing the number of keywords and their frequency ratios. The keyword collection totaled 202,372 cases, confirming a 13% annual increase in keyword volume from 2020. The top 5 keywords by frequency analysis were 'hair loss (12,795)', 'scalp care (12,680)', 'stress (7,301)', 'hair (2,959)', and 'shampoo (1,795)'. Similar clusters with high similarity in dendrogram were grouped at level 2, forming four hair loss clusters. Cluster 1 showed the distribution of words like shampoo, product, ingredient, and home care, indicating 'direct management'. Cluster 2 comprised words like hospital, treatment, patient, and disease, representing 'medical treatment'. Cluster 3 included keywords like head spa, salon, service, and professional, indicating 'professional care'. Cluster 4 grouped words like hair loss, stress, worry, and concern, representing 'hair loss perception'. The research results of the four clusters show an increasing consumer awareness and interest in hair loss each year. Consumer preferences for hair loss management methods were ranked as 'professional care', 'direct management', and 'medical treatment' in order of preference.