Consumer perceptions of fresh leafy vegetables in Japan
Consumer perceptions of fresh leafy vegetables in Japan
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DOI：
10.1108/bfj-09-2017-0500
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发表时间：
2018-08
影响因子：
3.3
通讯作者：
Y. Yano;D. Blandford;A. Maruyama;Tetsuya Nakamura
中科院分区：
文献类型：
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作者：
Y. Yano;D. Blandford;A. Maruyama;Tetsuya Nakamura
目的本文的目的是调查日本消费者对食用新鲜叶菜的好处的看法。设计/方法/方式一个在线公告板调查，在日本进行了一个开放式的问题，消费新鲜叶菜的原因收集的回应。共897个答案进行了分析，使用词共现网络分析。社区检测方法和中心性措施被用来解释所产生的网络地图。结果-使用社区检测算法，作者确定了六个主要群体的话，代表受访者的核心动机消费叶菜。虽然日本消费者认为健康益处是最重要的，但感官因素，如质地，颜色和适口性，以及便利因素也会影响态度。作者发现，中心性的措施可以是有用的，在确定关键字出现在各种情况下的消费者的反应。独创性/价值-这是第一篇使用定量文本分析，以研究消费者对新鲜叶菜的看法。分析还提供了指针，从文本数据创建视觉上可解释的共现网络地图，并讨论了社区结构和中心性在解释这种地图的作用。
Purpose The purpose of this paper is to investigate Japanese consumer perceptions of the benefits of consuming fresh leafy vegetables. Design/methodology/approach An online bulletin board survey was conducted in Japan to collect responses to an open-ended question about reasons for consuming fresh leafy vegetables. A total of 897 responses were analysed using word co-occurrence network analysis. A community detection method and centrality measures were used to interpret the resulting network map. Findings Using a community detection algorithm, the authors identify six major groups of words that represent respondents’ core motives for consuming leafy vegetables. While Japanese consumers view health benefits to be most important, sensory factors, such as texture, colour, and palatability, and convenience factors also influence attitudes. The authors find that centrality measures can be useful in identifying keywords that appear in various contexts of consumer responses. Originality/value This is the first paper to use a quantitative text analysis to examine consumer perceptions for fresh leafy vegetables. The analysis also provides pointers for creating visually interpretable co-occurrence network maps from textual data and discusses the role of community structure and centrality in interpreting such maps.