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Attitude toward Fashion Cultural Products and Purchase Intention - A Comparison of American, Japanese, and Chinese Who Visited Korea -  

Cho, Yun-Jin (Dept. Clothing and Textiles, Seoul National University)
Lee, Yu-Ri (Dept. Clothing and Textiles, Seoul National University/Research Institute of College of Human Ecology, Seoul National University)
Publication Information
Journal of the Korean Society of Costume / v.57, no.10, 2007 , pp. 74-86 More about this Journal
Abstract
An empirical study was conducted on fashion cultural products, targeting foreigners from diverse cultures. Its purpose was to identify foreigners' attitudes toward fashion cultural products of which design sources were derived from the Korean culture. The quantitative research using questionnaires was targeted at Americans, Chinese and Japanese who visited Korea. The questionnaires were back-translated into different languages for completion by the test subjects. Out of a total of 424 surveys returned, 393 were deemed usable. As a result of data analyses using SPSS 12.0 and AMOS 5.0, we found that: First, two attitude factors, the authenticity and aesthetic elements, exerted a significant effect on the intent to purchase. However, the last attitude factor, care and carriage convenience, did not significantly influence the purchase intention. Second, there was no significant difference in the attributes regarded as important when purchasing fashion cultural product between people from the U.S. and Japan. However, people from China showed differences in the attributes compared to the U.S. and Japan. Third, we found that attitudes toward fashion cultural products were different among respondents of three countries. It was revealed that the Chinese liked Korea's fashion cultural products the most, followed by Americans and Japanese. This research is significant because investigating foreigners' attitudes toward fashion cultural products for reaching out to a broader market abroad would contribute to help building an market entry planning.
Keywords
fashion cultural products; foreign visitors; attitude toward fashion cultural products; purchase intention;
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Times Cited By KSCI : 1  (Citation Analysis)
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