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Analysis of Football Fans' Uniform Consumption: Before and After Son Heung-Min's Transfer to Tottenham Hotspur FC
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Yeong-Hyeon Choi (Dept. of Clothing and Textiles, Hanyang University)
Kyu-Hye Lee (Dept. of Clothing and Textiles, Hanyang University)
Vol. 26, No. 3, Page: 91 ~ 108
10.13088/jiis.2020.26.3.091
Keywords
Football Uniform, English Premier League, Text Mining, Social Network Analysis
Abstract
Korea’s famous soccer players are steadily performing well in international leagues, which led to higher interests of Korean fans in the international leagues. Reflecting the growing social phenomenon of rising interests on international leagues by Korean fans, the study examined the overall consumer perception in the consumption of uniform by domestic soccer fans and compared the changes in perception following the transfers of the players. Among others, the paper examined the consumer perception and purchase factors of soccer fans shown in social media, focusing on periods before and after the recruitment of Heung-Min Son to English Premier League's Tottenham Football Club. To this end, the EPL uniform is the collection keyword the paper utilized and collected consumer postings from domestic website and social media via Python 3.7, and analyzed them using Ucinet 6, NodeXL 1.0.1, and SPSS 25.0 programs. The results of this study can be summarized as follows. First, the uniform of the club that consistently topped the league, has been gaining attention as a popular uniform, and the players' performance, and the players' position have been identified as key factors in the purchase and search of professional football uniforms.
In the case of the club, the actual ranking and whether the league won are shown to be important factors in the purchase and search of professional soccer uniforms. The club’s emblem and the sponsor logo that will be attached to the uniform are also factors of interest to consumers. In addition, in the decision making process of purchase of a uniform by professional soccer fan, uniform’s form, marking, authenticity, and sponsors are found to be more important than price, design, size, and logo. The official online store has emerged as a major purchasing channel, followed by gifts for friends or requests from acquaintances when someone travels to the United Kingdom. Second, a classification of key control categories through the convergence of iteration correlation analysis and Clauset-Newman-Moore clustering algorithm shows differences in the classification of individual groups, but groups that include the EPL's club and player keywords are identified as the key topics in relation to professional football uniforms. Third, between 2002 and 2006, the central theme for professional football uniforms was World Cup and English Premier League, but from 2012 to 2015, the focus has shifted to more interest of domestic and international players in the English Premier League. The subject has changed to the uniform itself from this time on. In this context, the paper can confirm that the major issues regarding the uniforms of professional soccer players have changed since Ji-Sung Park’s transfer to Manchester United, and Sung-Yong Ki, Chung-Yong Lee, and Heung-Min Son’s good performances in these leagues. The paper also identified that the uniforms of the clubs to which the players have transferred to are of interest. Fourth, both male and female consumers are showing increasing interest in Son's league, the English Premier League, which Tottenham FC belongs to. In particular, the increasing interest in Son has shown a tendency to increase interest in football uniforms for female consumers. This study presents a variety of researches on sports consumption and has value as a consumer study by identifying unique consumption patterns. It is meaningful in that the accuracy of the interpretation has been enhanced by using a cluster analysis via convergence of iteration correlation analysis and Clauset-Newman-Moore clustering algorithm to identify the main topics. Based on the results of this study, the clubs will be able to maximize its profits and maintain good relationships with fans by identifying key drivers of consumer awareness and purchasing for professional soccer fans and establishing an effective marketing strategy.
Show/Hide Detailed Information in Korean
국내 프로축구 팬들의 유니폼 소비 분석: 손흥민의 토트넘 홋스퍼 FC 이적 전후 비교
최영현 (한양대학교 일반대학원 의류학과)
이규혜 (한양대학교 일반대학원 의류학과)
Keywords
축구 유니폼, 프리미어리그, 텍스트 마이닝, 소셜 네트워크 분석
Abstract
박지성 선수의 2005년 맨체스터 유나이티드 FC 입단 이후로, 국내에서 프로축구 유니폼 시장이 본격적으로 성장하기시작했다. 이후, 국내 선수들의 해외 리그에서 활약이 계속되면서 국내에서도 잉글랜드 프리미어리그에 대한 대중의 관심이 지속되고 있다. 이러한 시점에서 본 연구는 국내 프로축구 팬들의 유니폼 소비에 전반적인 소비자 인식을 알아보고, 선수의 영입에 따른 소비자 인식 변화를 비교하고자 했다. EPL의 토트넘에서 활동하고 있는 손흥민 선수의 영입 전후를중심으로 소셜 미디어에 나타난 프로축구 팬들의 소비자 인식과 구매 요인을 알아보았다. ‘EPL 유니폼’을 키워드로, 국내포털사이트와 소셜 미디어의 게시글을 수집하고, 텍스트 마이닝, SNA, 회귀분석을 사용하여 분석했다. 연구 결과, 첫째, 선수의 소속 팀, 실적, 포지션과 구단의 실적, 순위, 리그의 우승 여부가 프로축구 유니폼의 구매와 탐색에 있어 주요 요인으로 확인되었다. 가격, 디자인, 사이즈, 로고 등과 같은 항목보다 유니폼의 형태, 마킹, 정품 여부, 스폰서와 더 중요하게작용하고 있었다. 둘째, 구조적 등위성 분석과 군집분석을 통해 국내 프로축구 팬들 사이에서 유니폼과 관련되어 언급되고 있는 주요 주제를 알아본 결과, EPL에 소속된 구단과 유명 선수들이 가장 핵심적인 주제로 나타났다. 셋째, 프로축구유니폼에 대한 시기별 주제는 월드컵과 EPL 리그에 대한 관심에서 EPL에서 활동하는 다양한 국내외 선수들에 대한 관심으로, 2015년 이후에는 유니폼 자체에 대한 것으로 주제가 변화했다. 이를 통해, 선수들의 이적에 따라 선수가 소속된 해당 구단의 유니폼이 관심을 받고 있음을 알 수 있었다. 넷째, 남녀 소비자 모두 손흥민에 대한 관심이 증가함에 따라서토트넘이 소속된 리그인 EPL에 대한 관심도 증가하는 것으로 나타났다. 여성의 경우 손흥민에 대한 관심이 증가함에 따라 축구 유니폼에 대해서도 관심을 가지는 것으로 나타난 반면, 남성의 경우 손흥민 선수에 대한 관심과 축구 유니폼에대한 관심 사이의 관계가 유의하게 나타나지 않았다. 각 구단은 선수와 구단의 성적과 이미지 관리, 스폰서 브랜드 관리에집중하고, 선수의 이적이 결정되면 선수의 자국에 해당 물량의 공급을 늘리며, 인기를 끌고 있는 선수의 등번호가 부착된유니폼의 경우에는 여성을 위한 다양한 사이즈를 제공해야 할 필요가 있다.
Cite this article
JIIS Style
Choi, Y.-H., and K.-H. Lee, "Analysis of Football Fans' Uniform Consumption: Before and After Son Heung-Min's Transfer to Tottenham Hotspur FC", Journal of Intelligence and Information Systems, Vol. 26, No. 3 (2020), 91~108.

IEEE Style
Yeong-Hyeon Choi, and Kyu-Hye Lee, "Analysis of Football Fans' Uniform Consumption: Before and After Son Heung-Min's Transfer to Tottenham Hotspur FC", Journal of Intelligence and Information Systems, vol. 26, no. 3, pp. 91~108, 2020.

ACM Style
Choi, Y.-H., and Lee, K.-H., 2020. Analysis of Football Fans' Uniform Consumption: Before and After Son Heung-Min's Transfer to Tottenham Hotspur FC. Journal of Intelligence and Information Systems. 26, 3, 91--108.
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@article{Choi:JIIS:2020:818,
author = {Choi, Yeong-Hyeon and Lee, Kyu-Hye},
title = {Analysis of Football Fans' Uniform Consumption: Before and After Son Heung-Min's Transfer to Tottenham Hotspur FC},
journal = {Journal of Intelligence and Information Systems},
issue_date = {September 2020},
volume = {26},
number = {3},
month = Sep,
year = {2020},
issn = {2288-4866},
pages = {91--108},
url = {http://dx.doi.org/10.13088/jiis.2020.26.3.091 },
doi = {10.13088/jiis.2020.26.3.091},
publisher = {Korea Intelligent Information System Society},
address = {Seoul, Republic of Korea},
keywords = { Football Uniform, English Premier League, Text Mining and Social Network Analysis
},
}
%0 Journal Article
%1 818
%A Yeong-Hyeon Choi
%A Kyu-Hye Lee
%T Analysis of Football Fans' Uniform Consumption: Before and After Son Heung-Min's Transfer to Tottenham Hotspur FC
%J Journal of Intelligence and Information Systems
%@ 2288-4866
%V 26
%N 3
%P 91-108
%D 2020
%R 10.13088/jiis.2020.26.3.091
%I Korea Intelligent Information System Society