KOREASCHOLAR

This study analyzed the expression of hanbok in online fashion styling games, and examined the main themes of and user reactions to hanbok fashion styling games through semantic network analysis and sentiment analysis. KrKwic, Textom, and NodeXL were used for data collection and analysis. The findings of the study are as follows: First, depending on the designer’s expressive method, hanbok fashion styling games provide typical traditional hanbok, modern hanbok, and dress-like fusion hanbok, demonstrating contents with various themes for different sexes, classes, and situations. Second, as a result of analyzing the themes of hanbok-related styling game contents, it turned out that the main themes are tradition, color, historical drama, fusion hanbok, holiday, and love. Most of them produce modernized hanbok that reflect the situation and utility rather than strictly traditional ones. Third, as a result of analyzing user reviews of hanbok styling game contents, positive factors mostly turned out to be the satisfaction of the hanbok contents, with the users also showing positive intent to wear hanbok. Through this, it was found out that hanboks portrayed in game contents could potentially cause the user’s positive intent to wear hanbok. Negative factors turned out to be the discordance between the intrinsic image of hanbok and the game character’s image.

Abstract
I. Introduction
Ⅱ. Theoretical Background
    1. Avatar characters’ costume in the online game
    2. Fashion styling game
Ⅲ. Research Method
    1. Data collection
    2. Data analysis
Ⅳ. Result
    1. Expression of Hanbok styling in fashion gamecontents
    2. Topics and key words for Hanbok styling gamecontents
    3. User review analysis
Ⅴ. Conclusion
References

• Yeong-Hyeon Choi(한양대학교 의류학과) | 최영현
• Kyu-Hye Lee(한양대학교 의류학과) | 이규혜 Corresponding author