창의적 소비에 대한 유튜브 비디오 네트워크의 특성과 댓글을 통한 소비자 반응 분석: Ikea hack을 중심으로

Lately creative consumers have increased, who use products differently from original usage or recommended methods. Some of them make their own how-to videos of creative consumption, upload them on social media networks such as YouTube, and share them with those who have similar interests. The current study aims to investigate consumers’ reactions to creative consumption videos by examining Ikea hack video networks on YouTube and by analyzing comments written on the videos. For this aim, we collected 500 videos using the keyword ‘Ikea hack’ with NodeXL and analyzed the video network commented by the same user. We also collected 6,800 comments written to the most viewed and commented video. The co-occurrence of words in the comments was analyzed for semantic network analysis and topic modelling. For analysis, we collected a video network consisting of 494 video nodes and 273 unique links. The density of the network is 0.002 and clustering coefficient is 0.133, showing loosely connected network. To understand the characteristics of the network, centrality and performance (i.e., the number of views, comments, likes and dislikes) indices were obtained, and the network was visualized with different methods and grouped into small clusters. The results show that those who write comments do so selectively on videos that fit their interests, forming small clusters, and there are two groups of people, those who produce and upload videos and those who consume the videos and react to them by writing comments. The content analyses of the comments show that people express their surprises and compliments on excellent Ikea hack ideas. Communication is mostly about emotional support and information exchange. Communication through comments lets users feel sense of belonging to implicit community formed by people who share similar interests and encourages the idea of creative consumption to be diffused throughout the world.