Korean Journal of Human Ecology (한국생활과학회지)

Korean Association of Human Ecology (한국생활과학회)
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Images and Consumer Attitudes & Behaviors of Hanji Clothing Products

한지 의류제품의 이미지와 소비자 행태

  • 나미희 (한국생산기술연구원) ;
  • 김희숙 (혜전대학교 패션스타일리스트과) ;
  • 최종명 (충북대학교 패션디자인정보학과)
  • Received : 2014.06.29
  • Accepted : 2014.07.08
  • Published : 2014.08.30
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Abstract

The purpose of this research is to examine the images and interest degree and purchase intension of consumer and images according to demographic characteristics for Hanji clothing products. 207 subjects evaluated images for Hanji clothing and attitudes and behaviors of consumer were analysed. For statistical analysis, frequency analysis, factor analysis, mean, pearson correlation coefficients, regression, crosstabs and ANOVA were used. The results were as follows: Image factors of Hanji clothing products were 'luxurious', 'practical', 'wellbeing', and 'traditional'. differences of according to the age and occupation were showed at 'practical', 'wellbeing', and 'traditional' image. Hanji clothing products having highest consumer interest degree and purchase intention were shirts, scarf and handkerchief and Hanji clothing products having highest experience of use was socks. interest degree, experience of use, and purchase intention for Hanji clothing products were increased at high age, office worker. For consideration of Hanji clothing products according to demographics variables, age of 20's-30's and students considered design and functionality and age over 40's and office workers regarded price and quality as important consideration.

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References

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