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

The Korean Society of Clothing and Textiles (한국의류학회)
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Korean Consumers' Political Consumption of Japanese Fashion Products

국내 소비자의 일본 패션제품에 대한 정치적 소비 연구

  • Received : 2019.11.14
  • Accepted : 2020.01.14
  • Published : 2020.04.30
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Abstract

In 2019, Japan announced trade regulations against Korean products; consequently, the sales of Japanese products in Korea dropped due to a Korean consumers' boycott. This study measured the Korean consumers' political consumption behavior toward Japanese fashion products. Unstructured text data from online media sources and consumer posted sources such as blog and SNS were collected. Text mining techniques and semantic network analysis were used to process unstructured data. This study used text mining techniques and semantic network analysis to process data. The results identified boycotting Japanese fashion products and buycotting alternative products and Korean brands due to consumers' political consumption. Two brand cases were investigated in detail. Online text data before and after the political action were compared and significant changes in consumption as well as emotional expressions were identified. Product related industry sectors were identified in terms of the political consumption of fashion: liquor, automobile and tourism industry sectors were closely linked to the fashion sector in terms of boycotting. More "boycott" and "buycott" fashion brands (reflected in consumer attitudes and feelings) were detected in consumer driven texts than in media driven sources.

Keywords

References

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