테니스웨어 소비자의 댓글 감성분석

한기향 한국스포츠학회 2023 한국스포츠학회지 Vol.21 No.3

As tennis wear emerges as a prominent fashion trend within sportswear, its market has seen substantial growth. This study aims to analyze consumers' perceptions of tennis wear by examining reviews from individuals who have purchased tennis dresses from online shopping platforms that gained traction in the post-COVID-19 era. To fulfill this objective, we collected consumer reviews from Naver Shopping using Python 3.8, focusing on the keyword "tennis one piece". Reviews up until July 15, 2023, were web-crawled, accumulating a total of 944 reviews for analysis. Methods such as frequency analysis, TF-IDF, and sentiment analysis were employed using Textom. Frequency analysis revealed "pretty" as the most mentioned term (372 times), followed by "like", "wear", "buy", and "length". In the TF-IDF results, "wear" ranked first, with subsequent mentions of "like", "pretty", "length", and "purchase". By juxtaposing the outcomes of frequency analysis and TF-IDF, we deduced that "size" was the predominant attribute consumers considered during purchase. Other significant attributes included "material", "delivery", "color", and "underpants". Sentiment analysis illustrated that out of the 944 reviews, those expressing positive sentiments were most prevalent, trailed by neutral and then negative sentiments. It is evident that consumers generally harbor positive feelings toward their purchased tennis dresses, with minimal negative sentiment. For the sustained growth of the tennis wear market, understanding consumer needs is pivotal. We anticipate that our findings will provide a foundation for ongoing academic research and contribute to industry advancements.

빅데이터 분석을 활용한 레깅스 인식변화에 관한 연구 : 코로나-19를 기준으로

한기향 한국스포츠학회 2021 한국스포츠학회지 Vol.19 No.3

본 연구는 코로나-19 이후 변화된 레깅스에 대한 소비자 인식을 빅데이터 분석을 통해 비교 분석하였다. Textom 을 사용하여 네이버와 다음에서 데이터를 수집하였으며, 수집 기간은 2016년 12월 1일부터 2019년 12월 31일의 기간을 코로나-19 이전으로 2020년 1월 1일부터 2021년 4월 30일까지의 기간을 코로나-19 이후 기간으로 설정하였다. 정제 된 데이터를 바탕으로 빈도분석, TF-IDF, 감성 분석, 그리고 의미연결망 분석 및 CONCOR 분석을 실시하였다. 검색어 인 레깅스를 제외하고 코로나-19 이전은 “안다르”가 이후엔 운동복의 빈도가 가장 높았으며, TF-IDF는 코로나-19 이전은 “안다르”가 코로나 이후엔 여성이 가장 높게 나타났다. 감성 분석은 코로나-19 전후 모두 긍정의 비율이 부정의 비율보다 높았으며, 코로나-19 이후 긍정의 비율이 더 상승한 것으로 나타났다. CONCOR 분석결과, 코로나 이전은 상품 및 특성, 안다르, 운동복 그리고 뮬라웨어의 4개 그룹으로 범주화되었으며, 이후는 브랜드 및 활용과 특성, 안다르 그리고 SNS의 영향으로 범주화되었다. 코로나-19 이전과 달리 코로나-19 이후 많은 브랜드가 등장했으며, 레깅스의 착용 용 도도 다양해진 것을 확인할 수 있다. 또한, SNS에서 인기를 얻고 있는 셀럽들의 영향을 확인할 수 있으나, 반면 브랜드 광고모델의 영향은 감소한 것을 유추할 수 있다. This study compared consumer perceptions of leggings that have changed since the outbreak of Covid-19 with big data analysis. Using Textom, data was collected from Naver and Daum, and the collection period from December 1, 2016 to December 31, 2019 was set to pre-Covid-19 and from January 1, 2020 to April 30, 2021 to post-Covid-19. Based on refined data, frequency analysis, TF-IDF, emotional analysis, semantic network analysis, and CONCOR analysis were conducted. Except for the search term leggings, in frequency analysis “Andar” was the highest before Covid-19, while sportswear was the highest after Covid-19, and the TF-IDF showed that “Andar” was the highest before Covid-19 and women was the highest after Covid-19. Emotional analysis showed that the rate of positivity was higher than the rate of negativity for both before and after Covid-19, and after Covid-19, the rate of positivity increased even more. According to the CONCOR analysis, pre-Covid-19 was categorized into four groups: Products and Features, Andar, Sweatwear and Mulawear, post-Covid-19 was categorized into three groups: Brand and Utilization and Characteristics, Andar and SNS Impact. Unlike before Covid-19, many brands have appeared, and the use of leggings has also diversified. In addition, the impact of popular celebrities can be seen on SNS, while the impact of brand advertising models has likely decreased.

빅데이터 분석을 활용한 하이서울패션쇼에 대한 소비자 인식 조사

한기향 한국패션비즈니스학회 2019 패션 비즈니스 Vol.23 No.5

The purpose of this study is to research consumers’ perception of the HiSeoul fashion show, which is being used by new designers as a means of promotion, and to propose a strategy for revitalizing new designer brands. This was done in order to secure basic data from fashion consumers, to help guide marketing strategies and promote rising designers. In this research, the consumers’ perception of HiSeoul fashion show was verified using text-mining, data refinement and word clouding that was undertaken by TEXTOM3.0. Also, semantic network analysis, CONCOR analysis and visualization of the analysis results were performed using Ucinet 6.0 and NetDraw. “HiSeoul fashion show” was used as the keyword for text-mining and data was collected from March 1, 2018 to April 30, 2019. Using frequency analysis, TF-IDF, and N-gram, it was also shown that consumers are aware of places where shows are held, such as DDP and Igansumun. It was also revealed that consumers recognize rising designer brands, designer's names, the names of guests attending the show and the photo times. This study is meaningful in that it not only confirmed consumers' interest in new designer brands participating in the HiSeoul Fashion Show through big data but also confirmed that it is available as a marketing strategy to boost brand sales. This study suggests using HiSeoul show room to induce consumer sales, or inviting guests that match the brand image to promote them on SNS on the day the show is held for a marketing strategy.

국내 의류 기업의 베트남 패션 시장 진출

한기향,원명심 한국의류학회 2008 한국의류학회 학술대회논문집 Vol.2008 No.-

데이터마이닝을 적용한 여성 골프웨어 판매 예측 모델 연구 : 거시경제요인과 소비자판매가격을 중심으로

한기향 한국디지털정책학회 2021 디지털융복합연구 Vol.19 No.11

중년남성의 골프웨어 쇼핑성향과 판매원 서비스 중요도

한기향,원명심 건국대학교 조형연구소 2004 조형연구 Vol.12 No.-

The purpose of this study was to examine the golf wear shopping orientation of middle-aged men who attain economic security and are one of the major consumer groups. The type of services favored by middle-aged men and salesperson's assessment of services provided by themselves were explored to find out whether there were any differences between the consumers and salespersons. The subjects in this study were male consumers of 40 or over living in Gyeonggi province, new cities and Daejeon and golf wear salespersons, who worked in department stores for two weeks, from April 16 through 29, 2002. 380 questionnaires collected from the consumer group were chosen for analysis, and out of 210 questionnaires from the sales representative group, 207 questionnaires were selected for analysis. The golf wear shopping orientation of the middle-aged men was classified into seven factors: pleasure pursuing, brand considering, complying with the vogue, company seeking, convenience pursuing, economy pursying, on sales associates. When cluster analysis was implemented over three factors out of them, including pleasure pursuing, brand considering and complying with the fashion, there appeared four clusters: pleasure-pursuing group, complying group, indifferent group and brand-interested group. And the middle-aged men were affected by three motivation factors when they bought golf wear: design-fashion, golf wear: design-fashion, goal-directed or economic motivations. The importance of salesperson's groups. In particular, the two groups disagreed with each other the most about the significance of sales skills.

토픽 모델링을 이용한 아웃도어웨어 연구 동향 분석

한기향,이민선 복식문화학회 2023 服飾文化硏究 Vol.31 No.1

This study aims to analyze research trends regarding outdoor wear. For this purpose, the data-collection period was limited to January 2002–October 2022, and the collection consisted of titles of papers, academic names, abstracts, and publication years from the Research Information Sharing Service (RISS). Frequency analysis was conducted on 227 papers in total to check academic journals and annual trends, and LDA topic-modeling analysis was conducted using 20,964 tokens. Data pre-processing was performed prior to topic-modeling analysis; after that, topic-modeling analysis, core topic derivation, and visualization were performed using a Python algorithm. A total of eight topics were obtained from the comprehensive analysis: experiential marketing and lifestyle, property and evaluation of outdoor wear, design and patterns of outdoor wear, outdoor-wear purchase behavior, color, designs and materials of outdoor wear, promotional strategies for outdoor wear, purchase intention and satisfaction depending on the brand image of outdoor wear, differences in outdoor wear preferences by consumer group. The results of topic-modeling analysis revealed that the topic, which includes a study on the design and material of outdoor wear and the pattern of jackets related to the overall shape, was the highest at 30.9% of the total topics. The next highest topic was also the design and color of outdoor wear, indicating that design-related research was the main research topic in outdoor wear research. It is hoped that analyzing outdoor wear research will help comprehend the research conducted thus far and reveal future directions.

초등학교 고학년 남학생들의 스포츠웨어 브랜드 충성도

한기향,원명심 한국의류산업학회 2013 한국의류산업학회지 Vol.15 No.1

This study examines the effectiveness of brand awareness, brand image and brand identification on brand loyalty for the Nike brand. The subjects of this study were 336 elementary school boys. The statistical methods used for this study were factor analysis, Cronbach’s alpha analysis, confirmatory factor analysis and path analysis with SPSS 19.0and AMOS 19.0. The results of this study were as follows. First, brand awareness had a direct effect on brand image and brand loyalty. Brand awareness also had an indirect effect on brand loyalty. Second, brand image directly or indirectly influenced brand loyalty as well as directly influenced brand identification. Third, brand identification directly influenced brand loyalty. The 5th grade group and 6th grade group had different paths; however, the most powerful path was the same as brand awareness to brand image. The results of this study will help fashion companies understand the importance of new consumer groups in their early teens or elementary school.

LDA 토픽 모델링을 이용한 골프웨어 연구 동향 분석

한기향 한국체육과학회 2023 한국체육과학회지 Vol.32 No.4

The purpose of this study is to investigate the trends of golf wear research published in academic journals to understand the characteristics of golf wear related research and provide basic data for the direction of new research topics. LDA topic modeling was used as a method for analysis, and web crawling was used to collect the following information from the Korea Citation Index (KCI) using Python: conference name, article title and abstract, keyword, year, volume (issue), author name, listing status, and published page. The keywords for the crawl were golf wear and golf clothes and the articles published between January 1, 2002 and October 31, 2022 were considered. A total of 128 articles were used in the final analysis, and the results of the analysis are as follows. First, a total of 40 journals published research articles related to golf wear, with 23 articles published in ‘The Korean Society of Sports Science’. Second, LDA topic modeling revealed four golf wear related research topics: “Factors of effecting golf wear selection”, “Effect of golf wear brands on consumer selection”, “Golf wear marketing strategies”, and “Women’s golf wear and golf wear design”. Of the four topics, “Factors of effecting golf wear selection” was the largest group with 47.2% of all topics, including 60 papers, while “Influence of golf wear brands on consumer selection” was the smallest (7%, 9 papers). From the results of the study, it can be inferred that much of the golf wear related research is focused on marketing, and there is a need to deepen research on material development, clothing pattern development, and design development to improve the functionality of golf wear.

국내 버츄얼 인플루언서의 인스타그램 수용자 반응

한기향 한국디지털정책학회 2021 디지털융복합연구 Vol.19 No.11