정보원으로서 패션 유튜브 크리에이터에 대한 소비자 반응- 유튜버의 성별과 연령 특성에 따른 비교 -
Consumer Response of Fashion YouTube Creators as Informants - Generational and Gender Differentiation -
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With the recognition of YouTube as an information searching tool, YouTube creators have become sources ofinformation to consumers. This study aims to analyze the consumers’ response of famous fashion YouTubers in Korea,and to identify differences in consumer response based on the gender and generation of YouTubers. During the periodfrom the opening of fashion creators’ YouTube channels, we collected postings on blogs and Internet cafes using textom. As a result of preliminary investigation, six fashion YouTubers were selected. First, all the selected fashion YouTuberswere well recognized by consumers as fashion informants. However, Milanonna has been shown to act as a life advisorand as an informant for luxury brands at the same time. Second, female fashion YouTubers were perceived with themesrelated to daily life, beauty behavior, emotions, and mood rather than fashion itself, whereas, male fashion YouTubersappeared more interested in fashion accessories, especially basic style. Third, the Z-generation fashion YouTuber showedthe most non-fashion keywords, and the Millennials fashion YouTuber showed keywords related to fashion items andproduct purchase properties. However, consumer responses of OPAL fashion YouTubers have emerged with items suchas life experiences, wisdom, and advice. Also, the OPAL fashion YouTuber showed a variety of consumer assessmentsand the YouTuber’s personal background. By analyzing the differences in consumers’ response of fashion YouTubersbased on gender and age in this study, it is possible to establish an appropriate strategy to attract target consumers andfind their appeal points.
Abstract
With the recognition of YouTube as an information searching tool, YouTube creators have become sources ofinformation to consumers. This study aims to analyze the consumers’ response of famous fashion YouTubers in Korea,and to identify differences in consumer response based on the gender and generation of YouTubers. During the periodfrom the opening of fashion creators’ YouTube channels, we collected postings on blogs and Internet cafes using textom. As a result of preliminary investigation, six fashion YouTubers were selected. First, all the selected fashion YouTuberswere well recognized by consumers as fashion informants. However, Milanonna has been shown to act as a life advisorand as an informant for luxury brands at the same time. Second, female fashion YouTubers were perceived with themesrelated to daily life, beauty behavior, emotions, and mood rather than fashion itself, whereas, male fashion YouTubersappeared more interested in fashion accessories, especially basic style. Third, the Z-generation fashion YouTuber showedthe most non-fashion keywords, and the Millennials fashion YouTuber showed keywords related to fashion items andproduct purchase properties. However, consumer responses of OPAL fashion YouTubers have emerged with items suchas life experiences, wisdom, and advice. Also, the OPAL fashion YouTuber showed a variety of consumer assessmentsand the YouTuber’s personal background. By analyzing the differences in consumers’ response of fashion YouTubersbased on gender and age in this study, it is possible to establish an appropriate strategy to attract target consumers andfind their appeal points.
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