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

Other Titles
Consumers’ perceptions of professional laundry shops using semantic network analysis
Authors
김지연이규혜
Issue Date
Dec-2019
Publisher
복식문화학회
Keywords
세탁전문점; 소비자 인식; 의미 네트워크 분석; professional laundry shops; consumers’ perceptions; semantic network analysis
Citation
복식문화연구, v.27, no.6, pp.645 - 653
Indexed
KCI
Journal Title
복식문화연구
Volume
27
Number
6
Start Page
645
End Page
653
URI
https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/146597
DOI
10.29049/rjcc.2019.27.6.645
ISSN
1226-0401
Abstract
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.
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서울 생활과학대학 > 서울 의류학과 > 1. Journal Articles

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Lee, Kyu Hye
COLLEGE OF HUMAN ECOLOGY (DEPARTMENT OF CLOTHING & TEXTILES)
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