Study on Changes in Perceptions of E-Sports Using Social Big Data : Focusing on the Hangzhou Asian Games

This study aimed to analyze consumer perceptions of e-sports following the conclusion of the Hangzhou Asian Games using big data analysis. Data collection was conducted from October 9, 2023,<br/>the day after the closing of the Hangzhou Asian Games, to December 11, 2024, using the keyword &quote-sports.&quot Big data were collected from blogs, news articles, online communities, and web documents on Naver, Daum, and Google through the Textom platform. The data were analyzed using Word Frequency Analysis, Term Frequency-Inverse Document Frequency (TF-IDF) Analysis, Latent Dirichlet Allocation (LDA) Topic Modeling, and Opinion Mining Analysis. The results revealed that consumers exhibited significant interest in e-sports competitions, teams, and the nationalities of teams they support during international tournaments. Additionally, four distinct topics related to e-sports were identified. Based on these findings, this study provided a comprehensive understanding of consumer perceptions of e-sports from a macro perspective and offered practical implications for industry practitioners to promote the e-sports industry.