코로나19 기간 골프웨어 트렌드 변화에 대한 텍스트 담론분석

Abstract

The aim of study was to extract keywords related to ‘golf wear’ through analysis of search information exposed on media such as portal sites and SNS, and to analyze what trend changes related to golf wear appear before and after COVID-19. For this purpose, UCINET for windows ver. Network analysis was conducted using 6 and NetDraw, and the degree of relationship between words was quantified and the centrality of connectivity was analyzed to visualize the keywords that appeared using NetDraw. A total of 11,208 texts of the top 30 keywords of the past two years extracted from web pages such as portal sites and social network service(SNS), and 18,889 texts of the top 30 keywords of the past two years were extracted, which means that the keywords of the past two years are approximately higher than those of the past two years. An increase of 68.5% was confirmed. The top 10 keywords with high co-appearance frequency from 2019 to 2020 are golf wear (1,643), brand (1,449), men (1,245), sports (956), season (706), and functionality (534). cases), sponsorship (514 cases), LPGA (490 cases), price (388 cases), and new products (366 cases) were found to be in the top 10. Next, the centrality of connection is golf wear (0.151), brand (0.143), men (0.091), sports (0.069), season (0.050), functionality (0.043), sponsorship (0.041), LPGA (0.030), and price (0,029), and a new product (0.022). The top 10 keywords with high co-occurrence from 2021 to 2022 are golf wear (3818), launching (2534), COVID-19 (1725), pandemic (1537), fashion (949), and golf. Popularity (865 cases), women (729 cases), social distancing (678 cases), design (662 cases), and MZ(Millennial and Gen Z) generation (595 cases).