Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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Consumers' Responses to Information Created by Fashion YouTube Creators - Generational and Gender Differences -

정보원으로서 패션 유튜브 크리에이터에 대한 소비자 반응 - 유튜버의 성별과 연령 특성에 따른 비교 -

  • Choi, Yeong-Hyeon (Dept. of Clothing and Textiles, Hanyang University) ;
  • Lee, Kyu-Hye (Human-Tech Convergence Major / Dept. of Clothing and Textiles, Hanyang University)
  • 최영현 (한양대학교 의류학과) ;
  • 이규혜 (한양대학교 의류학과 휴먼테크융합전공)
  • Received : 2021.03.12
  • Accepted : 2021.04.30
  • Published : 2021.04.30
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Abstract

With the recognition of YouTube as an information search tool, YouTube creators have subsequently become sources of information to consumers. Accordingly, this study aims to analyze the consumers' response of famous fashion YouTubers in Korea, and to identify differences in consumer response based on the gender and generation of YouTubers. During the period from the opening of fashion creators' YouTube channels, we collected postings on blogs and Internet cafes using textom. As a result of preliminary investigation, six fashion YouTubers were selected. First, all the selected fashion YouTubers were well recognized by consumers as fashion informants. However, Milanonna has been shown to act as a life advisor and as an informant for luxury brands at the same time. Second, female fashion YouTubers were perceived with themes related to daily life, beauty, emotions, and mood rather than fashion itself; whereas, male fashion YouTubers appeared to be more interested in fashion accessories, especially with respect to the basic style. Third, Generation Z fashion YouTubers used the most non-fashion keywords, and their Millennial counterparts used keywords related to fashion items and product purchase properties. However, consumer response to OPAL fashion YouTubers have emerged with items such as life experiences, wisdom, and advice. Moreover, OPAL fashion YouTubers showed a variety of consumer assessments and the YouTuber's personal background. This study's analysis of the differences in the consumer response to fashion YouTubers based on gender and age enables the establishment of an appropriate strategy to attract target consumers and identify their appeal points.

Keywords

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