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A Research on Difference Between Consumer Perception of Slow Fashion and Consumption Behavior of Fast Fashion: Application of Topic Modelling with Big Data

융합경영연구 / The Journal of Economics, Marketing and Management, (E)2288-7709
2021, v.9 no.1, pp.1-14
https://doi.org/https://doi.org/10.20482/jemm.2021.9.1.1
YANG, Oh-Suk (Division of Business Administration and Accounting, College of Business Administration, Kangwon National University)
WOO, Young-Mok (Division of Economics & International Trade, College of Business Administration, Kangwon National University)
YANG, Yae-Rim (Information Management for Business, University College London)
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Abstract

Purpose: The article deals with the proposition that consumers' fashion consumption behavior will still follow the consumption behavior of fast fashion, despite recognizing the importance of slow fashion. Research design, data and methodology: The research model to verify this proposition is topic modelling with big data including unstructured textual data. we combined 5,506 news articles posted on Naver news search platform during the 2003-2019 period about fast fashion and slow fashion, high-frequency words have been derived, and topics have been found using LDA model. Based on these, we examined consumers' perception and consumption behavior on slow fashion through the analysis of Topic Network. Results: (1) Looking at the status of annual article collection, consumers' interest in slow fashion mainly began in 2005 and showed a steady increase up to 2019. (2) Term Frequency analysis showed that the keywords for slow fashion are the lowest, with consumers' consumption patterns continuing around 'brand.' (3) Each topic's weight in articles showed that 'social value' - which includes slow fashion - ranked sixth among the 9 topics, low linkage with other topics. (4) Lastly, 'brand' and 'fashion trend' were key topics, and the topic 'social value' accounted for a low proportion. Conclusion: Slow fashion was not a considerable factor of consumption behavior. Consumption patterns in fashion sector are still dominated by general consumption patterns centered on brands and fast fashion.

keywords
Slow Fashion, Fast Fashion, Text Mining, Topic Modelling

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