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

The Korean Society of Clothing and Textiles (한국의류학회)
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A Study on the Failure Experiences of Online Fashion Shopping Mall Startups -Applying Text Mining and Grounded Theory-

온라인 패션 쇼핑몰 창업의 실패 경험에 관한 연구 -텍스트 마이닝과 근거이론을 적용하여-

  • Min Jeong Seo (Korean Living Science Research Institute, Hanyang University)
  • 서민정 (한양대학교 한국생활과학연구소)
  • Received : 2023.08.09
  • Accepted : 2023.11.14
  • Published : 2023.12.31
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Abstract

Many entrepreneurs who launched online fashion shopping malls faced failure compared to those who achieved success. Recognizing the importance of research that reflects reality, this study explores entrepreneurs' experiences during the failure process of online fashion shopping malls. Two studies utilized YouTube videos documenting such online fashion shopping malls' failure. Study 1 employed text mining techniques, including high-frequency analysis and topic modeling, while Study 2 used a qualitative research method, specifically grounded theory. Study 1 identified the prominent experiences of operating online fashion shopping malls, while Study 2 provided a holistic perspective on the failure processes. The integrated findings from both studies highlight that entrepreneurs' passion for fashion motivates them to establish online fashion shopping malls, yet they encounter numerous challenges during the operational process. Insufficient business preparation and operational capabilities contribute to their failure to achieve financial goals. Despite efforts to boost sales and profit, entrepreneurs often close their businesses due to inadequate funds and waning motivation. The outcomes of this study can inform us about the operational challenges faced by online fashion shopping malls and offer valuable insights for developing new strategies to sustain and improve them.

Keywords

Acknowledgement

이 논문은 2022년 대한민국 교육부와 한국연구재단의 지원을 받아 수행된 연구임 (NRF-2022S1A5B5A16052214).

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