Journal of the Korea Fashion and Costume Design Association (한국의상디자인학회지)

Korea Fashion and Costume Design Association (한국의상디자인학회)
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Millennial parents' perception of babywearing products: A text analysis approach

밀레니얼 세대의 Babywearing 제품에 대한 인식: 텍스트 분석 접근

  • Lee, Wan-Gee (Human-Tech Convergence Program, Dept. of Clothing & Textiles, Hanyang University) ;
  • Park, Myung-Ja (Human-Tech Convergence Program, Dept. of Clothing & Textiles, Hanyang University) ;
  • Lee, Kyu-Hye (Human-Tech Convergence Program, Dept. of Clothing & Textiles, Hanyang University)
  • 이완기 (한양대학교 의류학과 휴먼테크융합전공) ;
  • 박명자 (한양대학교 의류학과 휴먼테크융합전공) ;
  • 이규혜 (한양대학교 의류학과 휴먼테크융합전공)
  • Received : 2021.03.27
  • Accepted : 2021.05.26
  • Published : 2021.06.30
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Abstract

The baby-tech industry, which combines IT with existing parenting product, is attracting increasing amounts of attention. Consequently various types of baby products incorporating functionality and design are being launched. In recent years, particularly as the market segments increases for babywearing products, parenting products that account for the child's comfort and parents' convenience are required. Therefore, this study examines the characteristics and consumer perception of babywear products, which are important for the emotional stability, development, and rearing of children. The study utilizes text mining and a network analysis by collecting unstructured text data. An examination of the network, based on the frequency of keywords for each babywear product and the degree of the connection to the centering index, revealed that consumers value convenience and price when purchasing products. The consumer perception and consideration factors that appear individually according to the product were also identified. In addition, studying body parts with high TF-IDF values revealed a difference in the body parts considered by consumers for each product. Lastly, through the visualization data based on the keywords that appeared in public, commonly appearing keywords, and those that appeared individually were examined. Through SNS, product characteristics as well as a new parenting culture that shared child-rearing routines were confirmed. This study suggests planning and marketing directions for the development of babywear products that meet consumer needs.

Keywords

References

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