고객인가 관객인가: 기업형·독립형 편집샵에 대한 소비자 인식의 텍스트마이닝 분석

초록

This study explores whether consumer perceptions and the roles consumers assign to stores differ according to the operation type (corporate versus independent) of high-end multi-brand select shops in Korea. Consumer-generated texts mentioning two corporate and two independent select shops were collected from Naver blogs and online communities. Frequency analysis, semantic network centrality analysis and LDA topic modeling were conducted, and group differences were tested using chi-square and nonparametric tests. Results show that in posts about independent shops, the names of carried brands formed the core of the semantic network and practical purchase-related information was dominant. In contrast, in posts about corporate shops, keywords related to visiting experiences, such as commercial districts and cafes, were central. The distribution of the derived topics also differed significantly between the two groups: corporate shop documents were concentrated on topics related to place and visiting experiences, while independent shop documents were distributed across topics related to brand information and purchase-transaction topics. These findings suggest that posts about independent shops are oriented toward clear purchase goals for specific brands, whereas posts about corporate shops describe visits as part of the experiential consumption of the surrounding commercial district. In other words, consumers appear in these posts more as customers with clear purchase goals in the case of independent shops and more as spectators who enjoy the visual display staged by the store and its commercial district in the case of corporate shops. This study contributes to the retailing literature by using consumer-generated content to show that the role of multi-brand select shops extends beyond brand curation and diverges by operation type into a place of experience and spectacle versus a destination for brand purchase.

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