KOREASCHOLAR

Consumers’ perceptions of professional laundry shops using semantic network analysis 의미 네트워크 분석을 활용한 세탁전문점에 대한 소비자 인식 연구

Ji-Yeon Kim, Kyu-Hye Lee
  • 언어KOR
  • URLhttp://db.koreascholar.com/Article/Detail/386320
복식문화연구 (服飾文化硏究)
27권 6호 (2019.12)
pp.645-653
복식문화학회 (The Costume Culture Association)
초록

Laundry services are becoming more specialized and diversified. Therefore, this study investigated consumers’ perceptions of professional laundry shops by analyzing social media data. For this purpose, text data from blogs, cafés, and Q&A sections (‘Ji-Sik-In’) on the portal site, naver.com, was collected. Sixty-four keywords were extracted from 2,213 social texts and transformed into a one-mode matrix using KrKwic, a program for the analysis of Korean text. Semantic network analysis was conducted to understand the network structure and the results were visualized using NodeXL. Keywords included fashion items and materials that require specialized professional laundry services, words related to the establishment of laundry shops, and laundry shop brands. Essential keywords of professional laundry shops included ‘luxury,’ ‘footwear,’ ‘removal,’ ‘bag,’ ‘leather,’ ‘sneakers,’ ‘padding,’ ‘premium,’ ‘dyeing,’ and ‘franchise.’ These results could be used to deduce that consumers perceive a professional laundry shop as a franchise shop offering specialized professional laundry services. A cluster analysis was conducted to identify the types of consumer perceptions of professional laundry shops. The network was divided into three groups: ‘specialized professional laundry service,’ ‘laundry and repair of winter coats and jackets,’ and ‘the establishment of a professional laundry shop.’ According to the results, consumers perceive professional laundry shops as franchises that offer specialized professional laundry services rather than general laundry services. Therefore, professional laundry shops need a strategy to develop special laundry services that differentiate them from other companies and communicate with consumers about these services.

목차
Abstract
I. Introduction
Ⅱ. Literature Review
Ⅲ. Methods
    1. Semantic network analysis
    2. Data collection and analyses
Ⅳ. Results and Discussion
    1. Keywords of professional laundry shop
    2. Network structure and centrality of keywords
    3. Types of consumers’ perception of professionallaundry shop
Ⅴ. Conclusion
References
저자
  • Ji-Yeon Kim(한국패션유통정보연구원 전략기획팀) | 김지연
  • Kyu-Hye Lee(한양대학교 의류학과) | 이규혜 Corresponding author