온라인 중고 패션 거래에 대한 한국과 일본 소비자의 경험과 인식에 관한 연구: 의미연결망 분석 방법 활용
Experiences and Perceptions of Korean and Japanese Consumers in Online Second-hand Fashion Transactions: Utilizing Semantic Network Analysis
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As the second-hand fashion market continues to grow worldwide, understanding the differences in global consumer behavior regarding online second-hand fashion transactions is crucial for second-hand transaction platform operators and fash- ion marketers. This study compares the experiences and perceptions of Korean and Japanese consumers regarding second-hand fashion transactions by analyzing customer reviews of Korea’s Bungaejangter and Japan’s Rakuten. To achieve this, frequency analysis, network analysis, centrality analysis, and CONCOR analysis were performed using the Textom program. The CON- COR analysis results showed that Korean consumers form their consumption experiences for second-hand fashion products centered on factors such as transaction process efficiency and reliability, service quality, seller reliability and information accu- racy, and cost-effectiveness. On the other hand, Japanese consumers form their consumption experiences for second-hand fash- ion products centered on convenience of purchase, fast service, information accuracy, and quality evaluation. In addition, the network analysis results showed that Korean consumers value transaction efficiency, fast service, and real-time communication, whereas Japanese consumers prioritize on the physical characteristics of the product, packaging conditions, and information accuracy. These results indicate how online second-hand fashion product purchase behavior and decision-making processes dif- fer depending on consumer characteristics in both countries, and provide important implications for establishing customized marketing strategies for consumers in each country.
Abstract
As the second-hand fashion market continues to grow worldwide, understanding the differences in global consumer behavior regarding online second-hand fashion transactions is crucial for second-hand transaction platform operators and fash- ion marketers. This study compares the experiences and perceptions of Korean and Japanese consumers regarding second-hand fashion transactions by analyzing customer reviews of Korea’s Bungaejangter and Japan’s Rakuten. To achieve this, frequency analysis, network analysis, centrality analysis, and CONCOR analysis were performed using the Textom program. The CON- COR analysis results showed that Korean consumers form their consumption experiences for second-hand fashion products centered on factors such as transaction process efficiency and reliability, service quality, seller reliability and information accu- racy, and cost-effectiveness. On the other hand, Japanese consumers form their consumption experiences for second-hand fash- ion products centered on convenience of purchase, fast service, information accuracy, and quality evaluation. In addition, the network analysis results showed that Korean consumers value transaction efficiency, fast service, and real-time communication, whereas Japanese consumers prioritize on the physical characteristics of the product, packaging conditions, and information accuracy. These results indicate how online second-hand fashion product purchase behavior and decision-making processes dif- fer depending on consumer characteristics in both countries, and provide important implications for establishing customized marketing strategies for consumers in each country.