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http://dx.doi.org/10.12940/jfb.2021.25.2.80

Fashion Consumption Culture in the Post-COVID-19 Era Identified through Big Data Analysis -Focusing on Articles in the Chinese Fashion Network LADYMAX.cn-  

Bin, Sen (Dept. of Clothing & Textile, Jeonbuk National University)
Yum, Haejung (Dept. of Clothing & Textile, Institute of Human Ecology, Jeonbuk National University)
Shim, Soo In (Dept. of Clothing & Textile, Institute of Human Ecology, Jeonbuk National University)
Publication Information
Journal of Fashion Business / v.25, no.2, 2021 , pp. 80-97 More about this Journal
Abstract
In this study, the changes in fashion consumption culture in the post-COVID-19 era were examined through big data analysis. Considering that the Chinese market plays a pivotal role in the global fashion industry, big data was collected in the most famous and professional fashion network in China, LADYMAX.cn. As a result of text mining and social network analysis, three major changes were identified as the emerging fashion consumption culture in the post-COVID-19 era. First, as a trend in new media consumption, COVID-19 disease and the development of digital technology tended to encourage consumers to put more importance on the relationship between bloggers and fans than previously. Second, as a trend in reward consumption, consumers tended to be rewarded for their hard work to relieve and comfort their high stress caused by spending a long time worrying about the prolonged COVID-19 situation. Third, as a trend in home-economy consumption, consumers tended to prefer homewear and sportswear more because they were spending longer times at home as the social distancing period was prolonged.
Keywords
big data; fashion consumption culture; post-COVID-19 era; text mining analysis; social network analysis;
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