육류 대체품 수용에 대한 SNS 리뷰 감성분석: 프랜차이즈를 대상으로

The purpose of this study was to find out about individuals’ perceptions of meat alternatives and their overall sensibilities. Using big data, we used Naver, Daum, and Google, which are major portal sites in Korea, to investigate consumer perceptions through reviews of ‘Alternative Meat + Review’ and ‘Alternative Meat + Review’ using Textome, a tool specialized in text analytics. A three-year collection period was set from November 1, 2019, to October 31, 2022. In this study, a total of 102,086 review data were generated, and detailed analysis of brand status, sentiment analysis, and franchise was performed based on word frequency, TF-IDF, and keyword frequency related to meat alternatives. Reviews of Review, substitute meat, plants, meat, and the product were at the top. Based on the analysis results, the perception of the brand focuses on the market potential and shows that the environmental impact is significant. In the sentiment analysis, the positivity was overwhelmingly high. Based on the results of the study, if meat alternatives are accepted as an appropriate substitute for meat, it will be possible to provide an appropriate alternative so that consumers do not feel dissatisfied. This study is significant in that it uncovered hidden insights through text mining on meat alternatives and provided meaningful information for the activation of meat alternatives, according to interest and acceptance.