• Journal of Fashion Business
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• v.23 no.4
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• pp.38-52
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• 2019

This study aimed to examine the factors associated with emotional imagery from Obanggansaek and to analyze the difference between emotional imagery and the preference for Obanggansaek according to demographic characteristics. This study surveyed the responses of 320 participants to a questionnaire. The subjects consisted of men and women in their 20s-50s living in Gyeongnam and Busan region. The data were processed with SPSS 20.0 and were analyzed using factor analysis, t-tests, ANOVA, and Duncan's multiple range test. The results obtained were as follows. Five emotional imagery factors were associated with Obanggansaek: modernity, attractiveness, conspicuousness, soft/hard feeling, and newness. The analysis of emotional imagery for Obanggansaek according to demographic characteristics showed a significant difference in modernity, attractiveness, conspicuousness, and newness with respect to gender; in attractiveness with respect to marital status; in modernity, conspicuousness, soft/hard feeling, and newness with respect to age; in attractiveness and conspicuousness with respect to monthly income; and in attractiveness, soft/hard feeling, and newness with respect to occupation. The analysis of preference for Obangganasek according to demographic characteristics showed that women, married people, people in their 50s, and specialists preferred Obanggansaek the most. The interaction effect between preference for Obanggansaek and the demographic variables showed significant differences between gender and age, gender and occupation, marital status and monthly income, age and occupation, and monthly income and occupation.