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의류제품 통관데이터 분석을 통한 해외직접구매 특성 연구
진우준,나종연,이유리,서봉원,김송미 한국의류학회 2023 한국의류학회지 Vol.47 No.4
This study attempted to examine the characteristics of fashion cross-border e-commerce(CBEC) by analyzing about 35.7 million cases of customs clearance data received from the Korea Customs Service. The demographic characteristics of consumers and the features of products purchased from 2019 to 2021 were explored. Next, the association rules between products, brands, and websites were analyzed by men and women in their 20s to 50s. The results are as follows. First, women purchased more clothing products than men, and overall, consumers tended to purchase products at low prices every year. Second, the most commonly purchased products were T-shirts, bags, and other shoes. In the list clearance, the purchase frequency of international open markets increased for three years; in general clearance, the proportion of luxury brands was high every year. Finally, in the list clearance, the relationships between bags, other shoes, pants, and overseas open markets were significant, while the relationships between wallets, bags, and luxury brands were significant in general clearance. Based on this study, domestic companies participating in or competing against the CBEC market can develop appropriate strategies for merchandising and sourcing clothing products.
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Z세대의 가치관이 ESG 행동에 미치는 영향: 심리적 웰빙의 매개효과를 중심으로
정예지,진우준,이재철 경남대학교 산업경영연구소 2023 지역산업연구 Vol.46 No.4
The purpose of this study was to investigate the effects of values of generation Z students on ESG acts. The focus was to test the mediating effects of psychological well-being between values and ESG acts. We used SPSS 21.0 for reliability test and bootstrapping and Lisrel 9.2 for CFA, AVE, CR and structural equation model for testing the hypothesis. The final number of surveys analysed in this study was 322. The results of this study revealed: First, egoistic value orientation of university students had non-significant effect on ESG act and well-being, however, social-altruistic value orientation had a positive effects on ESG acts. Second, generation Z students’ psychological well-being partially mediated the relationship between students’ ESG social altruistic value and ESG acts. The study implied that maximization of well-being through increased ESG social-altruistic values can lead to pro-ESG act of university students.
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소셜 빅데이터를 활용한 ‘Z세대’와 ‘그린워싱’의 의미연결망 분석
정예지,진우준 한국콘텐츠산업학회 2024 콘텐츠와 산업 Vol.6 No.2
본 연구는 환경, 윤리 등 ESG 이슈에 민감한 ‘Z세대’와 기업의 친환경 이미지를 과장하거나 허위로 광고하는 ‘그린워싱’에 대한 의미연결망을 분석하고자 진행되었다. 이를 위해 소셜 빅데이터 분석 프로그램인 텍스톰(Textom)을 사용하여 2021년 1월 1일부터 2022년 12월 31일까지 총 2년의 국내 포털 사이트(네이버, 다음)와 해외 검색엔진(구글) 데이터 7,729건을 수집 및 정제한 후 핵심단어의 빈도 분석과 TF-IDF 분석을 수행하였다. 또한 연도별 상위 키워드의 연결망을 시각화하고 군집화하기 위해 Ucinet 6과 NetDraw를 이용하였으며 분석 결과는 다음과 같다. 첫째, 2021년과 2022년 높은 빈도로 등장한 공통 핵심단어는 MZ세대, 그린워싱, 친환경, ESG, 기업이었으며 2022년에는 지속가능, ESG경영, 가치소비가 Z세대 그린워싱과 관련하여 새로운 단어로 부각되었다. 둘째, TF-IDF 분석 결과 2년간 기업 경영과 소비자 가치 관련 핵심단어가 20위 내에 포진되어 있었다. 의미연결망 분석 결과 2021년에는 4개의 군집(기업과 소비자 마케팅, 그린워싱과 친환경 의식, ESG 경영과 기업 평가, Z세대의 지속가능 가치소비)과 2022년에는 5개의 군집(기업 활동 전반에 연계된 MZ세대 그린워싱 인식, 친환경 마케팅 트렌드로서의 그린워싱, 화장품 산업과 지속가능성, 패션 산업과 그린워싱, ESG경영과 가치소비)로 나뉘었다. 이러한 본 연구 결과를 통해 기업이 그린워싱을 방지하고 지속가능한 ESG경영을 진정성 있게 수행함으로써 Z세대의 마음을 얻을 수 있다는 시사점을 도출하였으며 Z세대 소비자와 소셜 미디어 플랫폼의 영향 관계를 활용해 기업의 투명한 소통을 확대할 필요성을 제언하는 바이다. This study aimed to analyze the semantic network between the environmentally and ethically conscious 'Generation Z' and corporate greenwashing, using data collected from Korean domestic portals (Naver, Daum) and international search engines (Google) spanning January 1, 2021, to December 31, 2022. Through the Textom program, 7,729 data were collected and refined, followed by frequency and TF-IDF analysis of core keywords. Visualizing and clustering top keywords by year using Ucinet 6 and NetDraw revealed consistent terms like MZ generation, greenwashing, eco-friendly, ESG, and corporations across 2021 and 2022, with new terms emerging in 2022 like sustainability, ESG management, and value consumption linked to Generation Z's greenwashing concerns. The TF-IDF analysis highlighted core keywords related to corporate management and consumer values. Semantic network analysis identified four clusters in 2021 (corporate and consumer marketing, greenwashing and environmental awareness, ESG management and corporate evaluation, sustainable value consumption by Generation Z) and five clusters in 2022 (MZ generation's perception of greenwashing tied to corporate activities, greenwashing as a trend in eco-friendly marketing, sustainability in cosmetics and fashion industries, ESG management and value consumption). The study suggests that authentic implementation of sustainable ESG practices can resonate with Generation Z, emphasizing the necessity of transparent communication by leveraging the influence of Generation Z consumers and social media platforms.
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패션 소상공인 제품 구매에 대한 탐색적 연구-소비자 생애주기와 구매단계를 중심으로-
김송미,장세윤,이유리,진우준,김하연 한국의류학회 2022 한국의류학회지 Vol.46 No.5
This study explored the process by which consumers purchase products from small fashion business owners via online and mobile channels. In addition, group types were classified given that the purchasing process depends on the consumers' life cycle. The consumer focus group interview (FGI) was conducted on 18 participants that were divided into six groups by age, work, and children. Results revealed that first, consumer journey comprised four stages. Factors influencing need recognition were “attention to information of social media influencer,” “attention to information of affiliated groups,” and “repeated advertising of SME products/brands.” For information searching, “exploring purchase reviews,” “environment for mobile shopping information exploration,” and “continuous product tracking” were important factors. Purchasing and shopping stages were affected by “price-free, improvised purchase decision” and “convenient mobile payment system and point benefits.” After the purchase, “active sharing and repeated purchase when satisfied” and “blocking relationships when dissatisfied” occurred. Second, six consumer groups based on the fashion life cycle are the “Platform lover,” “Influencer follower,” “Trust builder,” “Novelty seeker,” “Convenience seeker,” and “New designer supporter.” Ultimately, small business owners can develop the process of planning and selling fashion products more efficiently.
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