Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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A Study on Space Consumption Behavior of Contemporary Consumers -Focusing on Analysis of Social Media Big Data-

현대 소비자의 공간소비행동에 관한 연구 -소셜미디어 데이터 분석을 중심으로-

  • Ahn, Suh Young (Dept. of Clothing & Textiles, Yonsei University) ;
  • Koh, Ae-Ran (Dept. of Clothing & Textiles, Yonsei University)
  • 안서영 (연세대학교 의류환경학과) ;
  • 고애란 (연세대학교 의류환경학과)
  • Received : 2020.08.13
  • Accepted : 2020.09.17
  • Published : 2020.10.31
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Abstract

This study examines the millennial generation, who express themselves and share information on social media after experiencing constantly changing 'hot places' (places of interest) in contemporary cities, with the goal of analyzing space consumption behaviors. Data were collected via an Instagram crawler application developed with Python 3.4 administered to 19,262 posts using the term 'hot places' from November 1 and December 15, 2019. Issues were derived from a text mining technique using Textom 2.0; in addition, semantic network analysis using Ucinet6 and the NetDraw program were also conducted. The results are as follows. First, a frequency analysis of keywords for hot places indicated words frequently found in nouns were related to food, local names, SNS and timing. Words related to positive emotions felt in experience, and words related to behavior in hot places appeared in predicate. Based on importance, communication is the most important keyword and influenced all issues. Second, the results of visualization of semantic network analysis revealed four categories in the scope of the definition of "hot place": (1) culinary exploration, (2) atmosphere of cafés, (3) happy daily life of 'me' expressed in images, (4) emotional photos.

Keywords

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