빅데이터 텍스트마이닝을 통한 지속가능한 패션과 디지털 실행 - ‘지속가능+패션+디지털’ 키워드 분석을 중심으로 - = Sustainable Fashion and Digital Practice through Big Data Text Mining - Key Words Analysis of ‘Sustainability+Fashion+Digital’ -

국문 초록 (Abstract)

본 연구는 지속가능성과 디지털이 미래 패션의 생산과 소비의 모습을 결정하는 데 있어서 중요한 역할을 할 것으로 전제하고, 빅데이터 텍스트마이닝 분석을 통해 패션산업에 있어 지속가능성과 디지털 실행에 대해 형성되고 있는 소비자 인식과 주요 의제를 파악하는 것을 목적으로 한다. 이론적 배경으로 패션산업에서의 지속가능성과 디지털 실행에 대해 알아보고, 빅데이터 활용 패션 선행연구를 고찰하였다. 연구 방법으로는 소셜매트릭스 프로그램인 텍스톰을 활용하였으며, 네이버와 구글을 수집 채널로 하였다. ‘지속가능+패션+디지털’을 키워드로 설정하였고, 수집 기간은 2020년 1월 1일부터 2023년 11월 30일까지로 하였다. 연구의 결과는 다음과 같다. 빈도, TF-IDF, 워드 클라우드 시각화, N-gram 분석 결과 가장 많이 출현한 단어는 ‘지속가능’, ‘디지털’, ‘패션’, ‘브랜드’, ‘활용’, ‘글로벌’, ‘기업’, ‘제품’ ‘기술’, ‘친환경’, ‘고객’ 순이었으며, 지속가능, 패션, 그리고 디지털의 연결성을 확인하였다. UcINet을 활용하여 네트워크 시각화와 CONCOR 분석을 실시한 결과 ‘지속가능+디지털 패션의 핵심 가치’, ‘디지털 주도 지속가능+디지털 패션의 방향’, ‘지속가능 주도 지속가능+디지털 패션의 방법’, ‘지속가능+디지털 패션 시스템’의 4개의 군집을 도출하였다. 대체적으로 군집 간 균형 있는 사이즈와 연결을 보였으며, ‘지속가능’과 ‘디지털’이 같은 군집에 포함된 것을 확인할 수 있었다. 본 연구 결과는 대량의 빅데이터를 활용하여 지속가능성과 디지털이 패션산업의 미래를 만들어가는 방향임을 재확인하고 주요 의제를 규명하였다는 데에 의의가 있다. 현재 소비자에 대한 이해정도에 기반하여 타깃 소비자 경험을 정의 또는 재정의하는 패션기업의 비즈니스 전략 수립과 정부 정책을 수립하는 데에도 기초적인 자료로 활용될 수 있을 것이다. 연구 결과와 제한점을 토대로 시사점과 후속연구를 위한 제언을 제시하였다.

다국어 초록 (Multilingual Abstract)

This study stems from the premise that sustainability and digital technology will be pivotal in shaping the future of fashion production and consumption. The purpose of this study is to identify consumer perceptions and key agendas shaping sustainability and digital practice in the fashion industry through big data analysis. For the theoretical background, it reviewed the sustainability with digital practice in fashion industry and literature related to fashion using big data. Textom, a social matrix program, was used to collect and analyze data from the collection channel of Naver and Google. ‘Sustainability+ Fashion+Digital’ was set as the keyword, and the collection period was from January 1, 2020 through November 30, 2023. As for the text analysis, frequency, TF-IDF, word cloud visualization, and N-gram analysis were performed. The words which appeared most often were ‘sustainability’, ‘digital’, ‘fashion’, ‘brand’, ‘utilization’, ‘global’, ‘company’, ‘product’, ‘technology’, ‘eco-friendly’, and ‘customer’, confirming the connection between sustainability-fashion-digital. For the network analysis, network visualization and CONCOR analysis using UcINet were performed. Four distinct groups emerged: 'core values ​​of sustainable+digital fashion', 'direction of digital-led sustainable+digital fashion', 'method of sustainability-led sustainable+digital fashion', 'sustainable+digital fashion system'. The groups were balanced in size as well as connection and it was confirmed that ‘sustainable’ and ‘digital’ were included in the same group. The findings of this study reconfirmed that sustainability and digital are the direction for creating the future of the fashion industry and identified the agendas through utilizing a large amount of big data. The findings could be used as basic data to establish business strategies for fashion companies and government policies that define or redefine target consumer or public experiences based on the current level of understanding.

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