A Study on Consumer Perceptions of Hanbok Using Big Data

Abstract

This study analyzes big data using text-mining techniques to examine consumers' perceptions and preferences regarding Hanbok following the changes in Hanbok-wearing culture since the 2010s. Unstructured text data were collected using “Hanbok” as the primary keyword, and frequency analysis, TF-IDF analysis, degree centrality analysis, cluster analysis, and sentiment analysis were conducted. The results can be summarized as follows. First, a perceptual shift toward valuing experiential aspects of Hanbok is evident. Second, demand for Hanbok associated with ritual use has remained stable. Third, unlike in the past, overall perceptions of Hanbok are predominantly positive. Taken together, these findings suggest that Hanbok has evolved into cultural content grounded in experiential and aesthetic values as well as positive emotions, extending beyond its traditional image as standardized ritual attire.

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