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http://dx.doi.org/10.5850/JKSCT.2022.46.2.349

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

Kim, Soon Ah (Industry Academic Cooperation Foundation, Mokwon University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.46, no.2, 2022 , pp. 349-366 More about this Journal
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
Involvement; Arousal seeking tendency; Hanbok involvement; Hanbok preference; Purchasing behavior of Hanbok;
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Times Cited By KSCI : 2  (Citation Analysis)
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