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http://dx.doi.org/10.5934/kjhe.2014.23.4.697

Images and Consumer Attitudes & Behaviors of Hanji Clothing Products  

Na, Mi Hee (Korea Institute of Industrial Technology)
Kim, Hee Sook (Dept. of Fashion Stylist, Hyejeon Univ.)
Choi, Jong Myoung (Dept. of Fashion Design Information, Chungbuk National Univ.)
Publication Information
Korean Journal of Human Ecology / v.23, no.4, 2014 , pp. 697-707 More about this Journal
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.
Keywords
Hanji clothing products; images; interest degree; experience of use; purchase intention;
Citations & Related Records
Times Cited By KSCI : 11  (Citation Analysis)
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