Examining the opinions of potential consumers about plant‐derived cosmetics: An approach combining word association, co‐occurrence network, and multivariate probit analysis
Examining the opinions of potential consumers about plant‐derived cosmetics: An approach combining word association, co‐occurrence network, and multivariate probit analysis
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DOI：
10.1111/joss.12484
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发表时间：
2019-04
影响因子：
2
通讯作者：
Y. Yano;E. Kato;Y. Ohe;D. Blandford
中科院分区：
文献类型：
--
作者：
Y. Yano;E. Kato;Y. Ohe;D. Blandford
这项研究探讨了含有植物源性成分的化妆品的潜在消费者的意见，并研究了个人特征对这些意见的影响。使用词汇联想法从901名日本女性中收集关于植物源化妆品的意见。使用词共现网络分析来确定响应中的主题，包括植物源化妆品的感官特性和功效。以主题为因变量，受访者的个人属性为自变量，进行多变量概率分析。结果表明，虽然受访者认为植物源性化妆品对皮肤温和且使用安全，但他们也认为此类产品价格昂贵且效果缓慢。一些受访者，尤其是老年女性，担心潜在的负面影响。年龄较大的受访者、全职工作者和家庭收入高的受访者不太可能认为植物性产品昂贵。实际应用本研究表明，使用社区检测方法的词共现网络分析可以成为系统识别开放式调查问题的主题的有用工具。通过将这种方法与离散选择分析相结合，可以检查受访者的特征对所确定主题的发生的影响。在当前的研究中，这两种方法的使用为日本潜在消费者对植物源化妆品的看法以及个人的人口和社会经济特征对这些看法的影响提供了有价值的见解。
This study explores the opinions of potential consumers of cosmetic products containing plant‐derived ingredients and examines the impact of personal characteristics on those opinions. A word association approach was used to collect opinions about plant‐derived cosmetics from 901 Japanese females. Word co‐occurrence network analysis was used to identify the main themes in responses, including sensory properties and efficacy of plant‐derived cosmetics. Multivariate probit analysis was performed using the themes identified as dependent variables and personal attributes of respondents as independent variables. The results indicate that while respondents viewed plant‐derived cosmetics to be gentle to the skin and safe to use, they also viewed such products to be expensive and to have a slow effect. Some respondents, especially older women, were concerned about potential negative effects. Older respondents, full‐time workers, and respondents with high household income were less likely to view plant‐based products as expensive.Practical applicationsThis study demonstrates that word co‐occurrence network analysis using a community detection method can be a useful tool for systematically identifying the main themes in responses to open‐ended survey questions. By combining this method with discrete choice analysis it is possible to examine the influence of characteristics of respondents on the occurrence of the themes identified. In the current study, the use of these two approaches provided valuable insights into the opinions of potential Japanese consumers about plant‐derived cosmetics and the impact of demographic and socioeconomic characteristics of individuals on those opinions.