Abstract

The aim of this 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.

Methodology

UCINET for windows ver. 6 and NetDraw were used for network analysis. The degree of relationship between words was quantified and the centrality of connectivity was analyzed to visualize the keywords that appeared using NetDraw.

Results

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.

Top 10 Keywords (2019-2020)

• Golf wear (1,643)
• Brand (1,449)
• Men (1,245)
• Sports (956)
• Season (706)
• Functionality (534)
• Sponsorship (514)
• LPGA (490)
• Price (388)
• New products (366)

Centrality of Connection (2019-2020)

• 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)
• Price (0.029)
• New product (0.022)

Top 10 Keywords (2021-2022)

• Golf wear (3818)
• Launching (2534)
• COVID-19 (1725)
• Pandemic (1537)
• Fashion (949)
• Golf popularity (865)
• Women (729)
• Social distancing (678)
• Design (662)
• MZ (Millennial and Gen Z) generation (595)