Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
권호 표지
DOI QR코드

DOI QR Code

Value Structure of Experiential Rental Hanbok Companies Based on Means-end Chain Theory

수단-목적 사슬이론에 따른 체험용 대여한복업체의 가치구조

  • Kim, Min Ji (Dept. of Human Ecology, Jeonbuk National University) ;
  • Kim, Soon-Young (Dept. of Fashion Design, Jeonbuk National University/Research Institute of Human Ecology, Jeonbuk National University)
  • 김민지 (전북대학교 생활과학과) ;
  • 김순영 (전북대학교 의류학과/전북대학교 인간생활과학연구소)
  • Received : 2021.10.21
  • Accepted : 2022.01.20
  • Published : 2022.04.30
Download PDF
⟨ Previous Next ⟩

Abstract

This study explores the value structure of experiential rental Hanbok companies using the means-end chain theory. For this, soft laddering was conducted for nine experiential rental Hanbok companies located in Jeonju Hanok Village. Next, the value structure was created. The results are as follows. First, the elicited values are in the following order: "creation of wealth," "promotion of Korean culture," "aesthetic value," "self-actualization," "community development," and "transmission of tradition." Second, most attributes are connected to "creation of wealth." Third, "promotion of Korean culture" and "community development" are similar to Holden's instrumental values. Fourth, some attributes linked to "aesthetic value" express what the experiential rental Hanbok companies consider to be beautiful. Fifth, the companies pursue "company satisfaction" through "consumer satisfaction" and "company differentiation," which leads to "self-actualization" and "aesthetic value." Sixth, it seems that "transmission of tradition" can be achieved through "expertise/expert training," indicating that some companies think expertise is necessary for the transmission of Hanbok and do it. This study is significant because it is a new attempt to understand the core values of experiential rental Hanbok companies and provides insights into their growth.

Keywords

References

  1. Chang, H.-Y., Chang, P.-K., & Lee, H. (2017). Traditional costume experience at a royal palace: The case of Gyeongbok palace. Journal of Tourism Studies, 29(3), 125-146. doi:10.21581/jts.2017.08.29.3.125
  2. Cho, H. (2016). The means-end chain model: A review of research in Korea, 2001-2015. Ewha Management Review, 34(1), 1-25. doi:10.30753/emr.2016.34.1.001
  3. Choi, H.-s., & Song, Y.-C. (2011). 정치·경제·문화적 가치의 세대간 인식 격차에 관한 연구 [A study on the generation gap in political, economic and cultural values]. Public Policy Review, 25(4), 111-132. doi:10.17327/ippa.2011.25.4.005
  4. Choi, I., Lee, M., & Kim, E. (2017). A study on the formative characteristics of Hanbok in SNS proof shot - Focused on the women's Hanbok -. Journal of the Korean Society of Costume, 67(3), 15-30. doi:10.7233/jksc.2017.67.3.015
  5. Choi, U.-h. (2014). Analysis on performance audience's value systems by applying the means-end chain theory-Focused on performance audience in Gwangju- (Unpublished master's thesis). Chonnam National University, Gwangju.
  6. Consumer personality and value. (2014, April). NAVER 지식백과 -심리학용어사전 [NAVER knowledge encyclopedia-Dictionary of psychological terms]. Retrieved from https://terms.naver.com/entry.naver?docId=2094281&cid=41991&categoryId=41991
  7. Gutman, J. (1982). A means-end chain model based on consumer categorization processes. Journal of Marketing, 46(2), 60-72. doi:10.1177/002224298204600207
  8. Han, H.-C., & Lee, H.-G. (2014). A study on trekker's value comparison of Jeju Olle depending on laddering methods by MEC. Journal of Hospitality & Tourism Studies, 16(2), 98-121.
  9. Holden, J. (2006). Cultural value and the crisis of legitimacy: Why culture needs a democratic mandate. London: Demos.
  10. Hwang, B.-H. (2015). An effect on a consumption behaviors according to a value recognition toward traditional culturefocused on Hanbok, Hanok, and Korean food- (Unpublished doctoral dissertation). Chungnam National University, Daejeon.
  11. Hwang, T.-K., & Heo, M.-K. (2019). A phenomenological study on the entrepreneurial experience of tourism ventures : The case of HANBOKNAM. Journal of Tourism Studies, 31(2), 3-26. doi:10.21581/jts.2019.05.31.2.3
  12. Jeon, S.-Y., & Sung, J.-S. (2017). Characteristics of places to visit and Hanbok-trip class as a landscape prosumer - Focused on Gyeongbokgung Palace -. Journal of the Korean Institute of Landscape Architecture, 45(3), 80-91. doi:10.9715/KILA.2017.45.3.080
  13. Jeonju National University of Education Industry-Academic Cooperation Foundation. (2017, December). 전주시 한복문화 산업 육성계획 수립 [Establishment of Jeonju Hanbok culture industry promotion plan] [PDF document]. PRISM. Retrieved from https://prism.go.kr/homepage/
  14. Jun, J. H., Hwang, B. H., & Rhee, Y. S. (2017). The effect of value recognition toward traditional culture on preference and long-term relationship about Hanbok-Group comparison according to degree of experience of Hanbok-. Journal of the Korean Society of Clothing and Textiles, 41(4), 698-708. doi:10.5850/JKSCT.2017.41.4.698
  15. Kim, E. (2012). The study about constructing hierarchical value map on the president, Moohyun Roh: Based on the meansend chain theory and APT laddering (Unpublished doctoral dissertation). Kyungsung University, Busan.
  16. Kim, J.-Y., & Oh, H. J. (2019). A grounded theory study on the growth process as a fashion brand manager. Journal of the Korean Society of Clothing and Textiles, 43(5), 649-665. doi:10.5850/JKSCT.2019.43.5.649
  17. Kim, M., & Kim, B. (2019). Study on the experiential Hanbok culture and user experience. Journal of Digital Convergence, 17(2), 339-345. doi:10.14400/JDC.2019.17.2.339
  18. Kim, M. J. (2021). A study on value structure of experiential rental Hanbok businesses by soft laddering technique (Unpublished master's thesis). Jeonbuk National University, Jeonju.
  19. Kim, M. J., & Kim, S.-Y. (2020). Suggestion for development direction through the design analysis of rental Hanbok in Jeonju Hanok Village-Focus on women's Jeogori and Chima-. Journal of the Korean Society of Clothing and Textiles, 44(4), 657-675. doi:10.5850/JKSCT.2020.44.4.657
  20. Lee, E. H. (2018). A qualitative research on the Hanbok rental experience of millennial generation (Unpublished master's thesis). Sungkyunkwan University, Seoul.
  21. Lee, H., Ahn, K. H., & Ha, Y.-W. (2010). 소비자행동: 마케팅 전략적 접근 (제5판) [Consumer behavior: Marketing strategic approach (5th ed.)]. Paju: Bobmunsa.
  22. Lee, J., & Lee, Y.-J. (2019). An exploratory study of Korean reverse logistics system for clothing. Journal of the Korean Society of Clothing and Textiles, 43(1), 138-153. doi:10.5850/JKSCT.2019.43.1.138
  23. Lee, J. Y. (2017). An analysis on the style features of FashionHanbok for rental. Journal of Basic Design & Art, 18(5), 437-448.
  24. Lee, Y. K. (2011). A study on the cultural value of content industry. Seoul: Korea Culture & Tourism Institute.
  25. Moon, S. Y. (2018, August 25). 리본 레이스 한복의 비극 [Tragedy of ribbon lace Hanbok]. The JoongAng Sunday. Retrieved from https://www.joongang.co.kr/article/22913380
  26. Oh, H. I. (2019). The choice attributes and values of the active senior for the noodles : Applying laddering technique and conjoint analysis (Unpublished master's thesis). Ewha Womans University, Seoul.
  27. Park, H. (2019). A study on recreational Hanbok rental shops since 2010 (Unpublished master's thesis). The Academy of Korean Studies, Seongnam.
  28. Park, S., & Lee, M. (2019). College students' Hanbok rental behaviors and factors affecting their Hanbok rental intention. Journal of Fashion Business, 23(1), 74-88. doi:10.12940/jfb.2019.23.1.74
  29. Park, S.-A. (2017). Service design for Korean traditional costume(hanbok) try on experience/service for the foreign tourist - Focusing on the palace - (Unpublished master's thesis). Ewha Womans University, Seoul.
  30. Reynolds, T. J. (1985). Implications for value research: A macro vs. micro perspective. Psychology & Marketing, 2(4), 297-305. doi:10.1002/mar.4220020408
  31. Reynolds, T. J., & Gutman, J. (1988). Laddering theory, method, analysis, and interpretation. Journal of Advertising Research, 28(1), 11-31.
  32. Rokeach, M. (1968). Beliefs, attitudes, and values: A theory of organization and change. San Francisco, CA: Jossey-Bass.
  33. Rokeach, M. (1973). The nature of human values. New York, NY: Free Press.
  34. Shim, J. (2017). A study on the rental Hanbok - Focusing on the market and consumer changes between 2006 and 2016 -. The Research Journal of the Costume Culture, 25(3), 405-418. doi:10.7741/rjcc.2017.25.3.405
  35. Skytte, H., & Bove, K. (2004). The concept of retailer value: A means-end chain analysis. Agribusiness: An International Journal, 20(3), 323-345. doi:10.1002/agr.20010
  36. Soh, H. (2012). Exploring young adult smokers' cognitive structure of smoking behavior for effective anti-smoking communication campaign messages. The Korean Journal of Advertising, 23(4), 77-96.
  37. Soh, H., & Park, P. (2011). Exploring young consumers' cognitive structure of TV advertising. Advertising Research, (88), 248-272.
  38. Solomon, M. R. (2011). Consumer behavior (9th ed.) (J.-S. Hwang, J.-E. Lee, S. Chun, & J. Choi, Trans.). Seoul: Kyungmoonsa. (Original work published 2010)
  39. Song, G.-I. (2006a). The study on consumer's cognitive structure of domestic bank: Focusing on means-end chain theory and online laddering. Journal of Communication Science, 6(1), 216-254.
  40. Song, G.-I. (2006b). The study on value structure for service employee with on-line software laddering in means-end chain theory. Social Science Research Review Kyungsung University, 22(2), 203-228.
  41. Throsby, C. D. (2004). Economics and culture (J.-W. Sung, Trans.). Paju: Hanul Publishing Group. (Original work published 2001)
  42. Yoo, K.-J. (2005). A study on the commercialization and market structure of culture. Journal of Korea Cultural Industry, 5(2), 169-185.
  43. Yoon, H. (2018). Exploring the motivation and meaning of Hanbok experience in cultural heritage sites. Event & Convention Research, 14(4), 1-21. doi:10.31927/asec.14.4.1