텍스트마이닝을 통한 언택트 시대의 공간 소비 행동에 대한 대중의 인식 변화에 관한 연구

Abstract

(Background and Purpose) Understanding environmental changes and analyzing changes in public perception of the consumption space for the development of offline space-oriented industries is an important starting point to comprehend public consumption behavior and predict changes in related industries. Therefore, in the context of the COVID-19 pandemic, text mining was used to determine changes in public perception of the consumption space. Based on this, the purpose of this study was to derive the role and implications of the offline space-oriented industry ahead of the post-COVID-19 era. (Method) Text mining was performed using Textom to analyze public perception of the consumption space. Data collection was conducted throughout the first and second half of 2020, when deterioration and mitigation were repeated in terms of timing; the changes in public perception were derived from a comparative analysis that was conducted on the collected data. (Results) First, although there was a concern regarding the overall atmosphere of society, the public’s flexible response was based on quickly adapting to the sudden changes caused by COVID-19. Second, four attributes of the consumption space were not removed or added, and only detailed objectives could be seen to change. As can be seen from these results, future spaces need to flexibly change their purpose and structure. Third, the word "offline" did not disappear in the data from the second half of 2020. Through this, even if the COVID-19 situation worsened toward the second half of 2020, the public's desire for, and the necessity of, offline spaces remained. In addition, digital technology was developed to communicate online, but as offline exchanges and face-to-face contact were restricted, the public’s overall level of depression increased. Fourth, based on the difference between physical and psychological consumption keyword clusters in the first and second half of 2020, we found that the longer the COVID-19 situation goes on for, the more people look for offline-oriented consumption spaces for internal or surrounding consumption. (Conclusions) Exchange and communication are expected to be an area that cannot be replaced or resolved online, which is expected to be an important keyword for the changing offline space-oriented industry. Therefore, it is necessary to flexibly change the purpose and structure of the space in line with the rapidly changing environment, and a strategic approach to exchanges and communication in offline-centered consumption spaces is needed.