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The Influence of Consumer's Involvement and Arousal Seeking Tendency on Preference of Hanbok and Purchasing Behavior of Hanbok

소비자의 관여와 감각추구성향이 한복선호도와 한복구매행동에 미치는 영향

  • Kim, Soon Ah (Industry Academic Cooperation Foundation, Mokwon University)
  • 김순아 (목원대학교 산학협력단)
  • Received : 2021.11.09
  • Accepted : 2022.03.09
  • Published : 2022.04.30

Abstract

The purpose of this study was to reveal the influence of consumers' Hanbok involvement and arousal seeking tendency on their Hanbok preference and purchasing behavior. The survey subjects were male and female consumers ranging in age from teens to those in their fifties. An online survey was conducted, and 627 people were analyzed. Version 26.0 of SPSS was used to perform a t-test as well as frequency, correlation, factor, reliability, and regression analyses. As a result, both Hanbok involvement and arousal seeking tendency derived four factors each. All four factors of Hanbok involvement had a significant effect on Hanbok preference. Two factors of arousal seeking tendency had a significant effect on Hanbok preference. Hanbok preference had a partially significant effect on Hanbok purchasing behavior. Hanbok involvement and arousal seeking tendency had a partially significant impact on Hanbok purchasing behavior. In conclusion, this study is meaningful in that it, for the first time, derived the factor of Hanbok involvement by considering the concept of involvement as it relates to Hanbok and identified that involvement and arousal seeking tendency are variables that affect Hanbok preference and purchasing behavior.

Keywords

Acknowledgement

본 논문은 2019년 대한민국 교육부와 한국연구재단의 지원을 받아 수행된 연구임(NRF-2019S1A5B5A07111501).

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