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3.4 Search Behavior based on Differences in Five Kawaii
Categories
Next, we analyzed the search behaviors of users on the basis of the differences in
the five Kawaii categories. It is thought that the keyword and the kawaii pattern
under which a user searches for the keyword are closely related to each other. For
example, when a user looks for “skirt” under the category of kawaii (cute), he/she
thinks that “cute” is related to “skirt.” Therefore, we analyzed different keywords
for each kawaii category (Table 2). The proportion of fashion or sundry items
searched in each kawaii category was as follows: yurukawa, 48%;