| abstract |
| Background In modern society, the function of generation that shares diversity as a community of emotion and love rather than uniformity, flexibility rather than formalization, and application of rules and rules is emerging. It is very meaningful to identify the differences in perceptions of generations in light of the rapidly changing state and phenomena of a generation that have a common social and cultural sentiment at this point. This study is a study on the recognition of social big data associations related to the 'generation Y' and 'generation Z', which are emerging as an important trend in the market. In this paper, we applied a scientific technique called associative big data research using SNS and verified and compared the perceptions of two specific generations that reflect the recent era. Generation Y and Generation Z are very interested in and influenced by the previous generation, Generation X, and they have a lot of emotions that are common to the previous generation. Generation Y has a high preference in terms of the product itself, and Generation Z is more interested in the intangible technologies (App, SNS) that can be used through the product, and the emotional analysis on social inequality shows a very low preference.
Methods This study considers previous research on 'New Generation' and uses SNS that can collect a lot of objective data to analyze each generation's perception using two keywords 'Y Generation' and 'Z Generation' which are currently attracting attention. We used big data and Social MetrixTM, which provides analysis by Opinion Mining, one of the big data analysis methods on the web.
Result As a result of comparative analysis of generation Y and Z generation through analysis of social big data, they are generations optimized for various new technology devices such as smartphones, Internet, Internet of Things, and SNS, optimized for individual, and centered on current and future consumption. The common characteristics were found. They also confirmed that their characteristics would be a new cultural and economic consumer, and could find and analyze differences on specific issues.
Conclusion Analyzing the relevant words related to generation through research methods and processes using social big data reveals insights on social awareness and social trends, and makes new decisions about new information and services of interest. It became possible. In the future, we will be able to distinguish and utilize useful information among the numerous information produced in the era of social media, and to make scientific and systematic planning to gain trust in information-aware research from information users. |
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| Key Words |
| 신세대, Y세대, Z세대, New Generation, Generation Y, Generation Z |
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