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포스트 코로나19 시대의 패션 소비문화에 대한 빅데이터 분석 -중국 패션 네트워크인 LADYMAX.cn의 기사를 중심으로

Fashion Consumption Culture in the Post-COVID-19 Era Identified through Big Data Analysis -Focusing on Articles in the Chinese Fashion Network LADYMAX.cn-

패션비즈니스 = Fashion business v.25 no.2 , 2021년, pp.80 - 97  
빈삼 (전북대학교 의류학과 ) ;  염혜정 ( 전북대학교 의류학과 인간생활과학연구소 ) ;  심수인 ( 전북대학교 의류학과 인간생활과학연구소)
Abstract

In this study, the changes in fashion consumption culture in the post-COVID-19 era were examined through big data analysis. Considering that the Chinese market plays a pivotal role in the global fashion industry, big data was collected in the most famous and professional fashion network in China, LADYMAX.cn. As a result of text mining and social network analysis, three major changes were identified as the emerging fashion consumption culture in the post-COVID-19 era. First, as a trend in new media consumption, COVID-19 disease and the development of digital technology tended to encourage consumers to put more importance on the relationship between bloggers and fans than previously. Second, as a trend in reward consumption, consumers tended to be rewarded for their hard work to relieve and comfort their high stress caused by spending a long time worrying about the prolonged COVID-19 situation. Third, as a trend in home-economy consumption, consumers tended to prefer homewear and sportswear more because they were spending longer times at home as the social distancing period was prolonged.

주제어

#빅데이터   #패션 소비문화   #포스트 코로나19 시대   #텍스트 마이닝 분석   #사회네트워크 분석  

표 / 그림 (7)

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염혜정(26) 심수인(6)

참고문헌 (66)

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