라이브 커머스에 대한 소비자 인식- 코로나19의 영향과 제품군별 차이 -

초록

This study has aimed to study the consumer perceptions of the live streaming commerce of fashion and beauty before and after COVID-19 by understanding the rapid changes in the online market due to COVID-19. The method of analysis was an application of big data analysis through text mining of posts on consumption portal websites and analysis of social networking websites. In order to analyze the data, text mining, UCINET 6, and NodeXL 1.0.1 software was used. The results of the study are as follows. The consumer perception of live commerce before and after COVID-19 has created a number of offline and online based property keywords depending on the outbreak of COVID-19. In addition, the influence of COVID-19 has led to the growth of live commerce properties and has become popular to the public. In the lower categories of live commerce, fashion and beauty, four crowds have been observed. The overall similarities between fashion and beauty were COVID-19, properties of live commerce and different business, and transition to online. Fashion reflected the characteristics of the fashion industry, properties, and generation while the beauty industry reflected the characteristics of K-beauty, brands, informants, and interest in health and beauty. CThe results of this study will serve as the base line data for live commerce research in the field of fashion and beauty.

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