백화점 체험 경향에 관한 대중적 인식 텍스트마이닝 연구

Abstract

Department stores are emphasizing customer experience in the online era as an offline store. Therefore, this paper aims to reveal the trend of experience in department store through online text mining, a big data research. Literature review was conducted on the development of department stores, experience marketing and the department stores as cultural providers. Textmining was followed with keywords ‘department store’ and ‘experience’ to know the public perception of the overall department store experience as a pilot study. Based on the frequency analysis of pilot study, cases were selected for more detailed analysis. In addition, a framework for analysis was prepared using the 4Ps, 4Es and 3 steps of experiential marketing. Then, Text mining was conducted using centrality analysis on selected cases. The result is as follows. Firstly, the public has a high awareness of the department store experience, and the department store experience is diversifying. The categories can be summarized as food and beverage experience, store experience, nature experience, children’s experience, photography/play experience, exhibition experience, art experience, and cultural experience. Secondly, the elements of experience showed high levels of aesthetic elements and entertainment elements indicating passive participation based on store experiece and F&B Experience. The escapist elements that require active participation for a holistic experience were also experienced trough exhibition experience, providing strong immersion using media and the latest technology, utilizing the five senses of viewers. Thirdly, the experience of a department store is perceived as holistic experience, indicating that experiential marketing is an important part of brand communication. Therefore, In planning the experience, the steps before the experience, participation in the experience, and the stage after the experience should be considered at the same time. Lastly, target customers can be broadly divided into young couples, children, young lovers, and friends.