A study on Keyword Information Characteristics of Product Names for Online Sales of Casual Hanbok = A study on Keyword Information Characteristics of Product Names for Online Sales of Casual Hanbok

다국어 초록 (Multilingual Abstract)

Recently, Korean culture is being paid attention around the world through movies, dramas, and popular music. At the same time, as the exposure of hanbok through the media increases, the interest of young people in casual hanbok is also increasing.
However, despite these interests, the actual purchase rate or wearing rate is lower than ready-to-wear apparels. To analyze the reasons, we examined the price, composition, and washing method of three major casual hanbok brands, Dolsilnai, Leesle, and Isae compared to Zara, which achieved the highest sales among global SPA brands.
By referring to frequent keywords of ready-to-wear brands and casual hanbok brands, and generalizing similar keywords to relatively high search volume using google trends, keywords that can effectively increase exposure when included in search terms were proposed by category such as design, material, color, and modifier.