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

  • 제47권4호
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  • Pages.729-742
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  • 2023
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  • 1225-1151(pISSN)
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  • 2234-0793(eISSN)
한국의류학회 (The Korean Society of Clothing and Textiles)
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빈티지 의류 소비에서의 소비자 가치구조 분석 -텍스트 마이닝 기법과 수단-목적 사슬 분석을 중심으로-

Analysis of Consumer Value Structure in Vintage Clothing Consumption -Based on Text Mining and Means-End Chain Analysis-

  • 원유정 (서울대학교 의류학과) ;
  • 강찬희 (서울대학교 의류학과) ;
  • 이유리 (서울대학교 의류학과/서울대학교 생활과학연구소)
  • Yujeong Won (Dept. of Fashion and Textiles, Seoul National University) ;
  • Chanhee Kang (Dept. of Fashion and Textiles, Seoul National University) ;
  • Yuri Lee (Dept. of Fashion and Textiles, Seoul National University/Research Institute of Human Ecology, Seoul National University)
  • 투고 : 2023.05.11
  • 심사 : 2023.07.31
  • 발행 : 2023.08.31
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초록

This two-part study explores the changes in the types of perceived value and consumption channels for vintage clothing and the relationship between the two variables. In Study 1, we used text mining with the keyword "fashion+vintage." Emotional value was the most frequently mentioned, and environmental value increased the most. We also revealed an increasing trend in online channels for vintage clothing consumption. In Study 2, we analyzed 30 interviews with consumers who had purchased vintage clothing through online channels. We identified 7 attributes and 20 goals for vintage consumption online and pinpointed three strong connections. First, consumers reported high levels of service satisfaction due to the usefulness of algorithms. Second, the authenticity and heritage information available through online and mobile channels were associated with consumers' perceptions of value related to financial benefits. Third, consumers sought to find rare products through online channels, leading to a strong influence on their sense of achievement. Overall, this study proposed ways to increase the value of vintage clothing perceived by consumers through consumption online.

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