• The Research Journal of the Costume Culture
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• v.28 no.2
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• pp.181-198
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• 2020

Using the developed wedding planner selection criteria scale, this study examined whether wedding planner selection criteria differ according to consumer characteristics such as demographic characteristics and wedding preparation behaviors. The main survey for this study was conducted via the Internet with 295 consumers aged 20-30 living in the Seoul metropolitan area. The data collected from the survey processed and analyzed using the statistical programs SPSS 21.0 t-test. Analyzing how wedding planner selection criteria differ according to consumers' demographic characteristics and wedding preparation behaviors, results shown for the wedding planner selection criteria were all four points on average except for individual characteristics and important sub-factors regardless of the consumers' characteristics, and various results were derived depending on the consumers' characteristics. This study has various practical implications in that it verified the difference in wedding planner selection criteria according to consumer characteristics and determined how much money consumers were willing to play for wedding planners. It is recommended that future studies take various approaches to investigate how wedding planner users are satisfied with or place importance on wedding planner services and conduct empirical using the selection criteria developed in this study to compare influential variables that affect behavior intention and willingness to pay according to consumer type.

• The Research Journal of the Costume Culture
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• v.26 no.2
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• pp.217-232
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• 2018

As the types of wedding ceremonies become diversified, and consumers' needs become more selective, greater importance is given to wedding planners' roles in the wedding industry, and consumers require differentiated types of wedding service. As a preliminary qualitative study in this field, an ethnographic study was conducted to identify factors valued by consumers when selecting a wedding planner in the wedding planner market, which has rapidly grown in recent years. An in-depth interview was performed with eight participants in terms of wedding planner utilization type and consumers' understanding of wedding preparation with a wedding planner. The collected data were analyzed through taxonomy, component analysis and decision table analysis; for validation, professional wedding planners were asked to review the items valued by consumers in selecting a wedding planner. Four factors - expense characteristic, wedding planners, wedding consulting companies, and customer characteristics - were identified, along with eight sub-factors (capability, service attitude, technical communication, personal factors, wedding planner encounter paths, spouse's satisfaction status, and companies). Out of these, price (within budget), wedding planners' capability, wedding planners' service attitude are expected to be meaningful in further research because they were found to be attributes commonly valued by every respondent. This study is significant in that it has made a new approach to understanding wedding planner selection attributes through ethnographic research and identified new wedding planner selection attributes.

• The Research Journal of the Costume Culture
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• v.27 no.4
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• pp.323-335
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• 2019

Identifying the selection criteria of wedding planners, who are the main human resource that contribute to the overall satisfaction level of a wedding's preparation, can produce important data for the wedding industry as it faces a transition period. To develop a scale for wedding planner selection criteria, preliminary items were prepared based on in-depth interviews with an experienced wedding planner group and a comprehensive review of previous studies, such as studies on selection criteria in the wedding industry and service work similar to wedding planners and wedding planner selection criteria. The preliminary items were tested for content validity using a focus group interview, comprising people in the wedding industry, and were refined accordingly. Then, the definitive quantitative questionnaire items were developed after conducting a preliminary survey. The main survey for this study was conducted using the responses of 295 consumers taking an Internet questionnaire. Exploratory factor analysis, Cronbach's alpha, and confirmatory factor analysis were adopted to develop the scale, which was tested for convergent validity and discriminant validity. This study is academically significant in that it developed a selection criteria scale tailored to wedding planners to address an area that has not been covered in previous studies. It is recommended that future studies conduct empirical analyses using the selection criteria developed in this study to compare influential variables that could affect behavior intention.

• The Research Journal of the Costume Culture
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• v.29 no.2
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• pp.240-251
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• 2021

The purpose of this study is to establish the relationship between wedding companies and wedding planners and understand the influence of relationship factors on the relationship performance and relationship continuation intention of wedding companies. We conducted an online survey from June to July 2017, and collected 201 responses which were used during analysis. Statistical analysis, including technical statistical analysis, factor analysis, reliability analysis, and regression analysis, was undertaken using SPSS 23. This study shows that among the relationship factors affecting the wedding planner and the wedding company, the computational tie-up has a significant impact on both the financial and non-financial performance of the wedding company, while emotional tie-ups have a significant impact on the non-financial performance of the wedding company, but not on financial performance. As for the effects of relationship commitment to wedding planners on wedding shops' relationship continuation intention, each factor for relationship commitment significantly affected wedding shops' relationship continuation intention. Regarding the effects of wedding shops' relational performance on relationship continuation intention, each factor of performance significantly affected relationship continuation intention. Therefore, wedding companies should make continuous efforts to maintain this relationship and recognize the need for robust relationships with wedding planners as a sure and important competitive tool for attracting customer and generating revenue.

• The Research Journal of the Costume Culture
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• v.27 no.5
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• pp.461-478
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• 2019

As the concept of "marriage age" gradually disappears, the consumption class of the wedding market includes not only X and Y generations but also Z generations, and each generation has its own characteristics as it is already known, and there are differences in the consumption. So this research analyzed age-related behavior differences in both awareness of and preparation for marriage. Three hundred sixteen unmarried Korean males and females comprised the study population and data was collected from March 5, 2019, to April 3, 2019. The SPSS Statistics 23.0 Package was used for analysis, specifically the functions of frequency, cross tabulation, factor analysis, chi-squared test, Cronbach's alpha, Duncans's new multiple range test (MRT), and analysis of variance (ANOVA). Marriage motivation was analyzed by three factors, and there were significant differences in two types. Marital involvement was analyzed by two factors, and both factors showed significant age-related differences. Concerns relating to marriage preparation were analyzed by four factors, and two varied according to respondent age. Regarding marriage preparation behaviors, the analysis revealed that the marriage preparation method appreciably differed between age groups. Our analysis also found significant age-related differences in "the main media usually used to acquire information" and "the paths preferred for acquiring information in preparing for marriage". We expect that study results will be useful for identifying new research directions, understanding the dimensions of the wedding industry, and developing related marketing strategies.

• Korean Journal of Cognitive Science
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• v.31 no.3
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• pp.77-102
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• 2020

Some progress has been made in the study of the category coherence effect, which states that the attributes of soldiers or nuns with similarities in dress and behavior, and easily distinguished from other categories, are likely to be generalized. However, few studies have examined the fundamental psychological mechanisms that underlie this category coherence effect, and this study aims to fill this gap. For this purpose, two experiments were conducted after selecting categories with high coherence (nuns, soldiers, and flight attendants) and those with low coherence (interpreters, wedding planners, and florists). In experiment 1, we observed that the members of a category were presumed to have certain reasons to prefer [property X] (presumption of reasons for preference), with this presumption becoming stronger when [property X] was observed repeatedly in high-coherence categories than in the case of low-coherence categories. Experiment 2 showed that for the high-coherence categories, the presumption of reasons for preference was stronger when [property X], rarely seen in everyday life (base rate of 30%), was observed, while the presumption of reasons for preference was weaker when [property Y] (base rate 70%), frequently seen in everyday life, was observed. In the low-coherence categories, the presumption of reasons for preference tended to be weak for both rare and frequent attributes. That is, there were significant effects of the two-way interaction between category coherence and base rate on the presumption of reasons for preference. This study has implications for psychological essentialism and stereotyping.

• Korean Journal of Cognitive Science
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• v.33 no.3
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• pp.135-154
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• 2022

The purpose of this study was to confirm that the property generalization to social categories with low coherence is stronger when stress due to COVID-19 is perceived as high, compared to when stress is perceived as low. To this end, this study selected categories with high coherence(nun, soldier, flight attendant) and categories with low coherence(wedding planner, interpreter, florist), and recruited 336 participants to perform a category-based inductive generalization task(inferring how many properties repeatedly observed by some category members would appear across all category members), and measured their perceived COVID-19 stress. As a result, this study showed that when the cohesion of social categories is high, the effect of property generalization is stronger than when it is low, and the effect of property generalization is stronger in those who perceive stress due to Corona 19 higher than those who perceive it as low. In addition, this study confirmed that people who perceive COVID-19 stress strongly tend to generalize strongly to properties that are repeatedly observed in the low coherence category. This study is important in that it shows that there is a cognitive mechanism that is at the root of the phenomenon that stereotypes and prejudices deepen and discriminatory behaviors increase after the outbreak of COVID-19, such as COVID-19 stress and the resulting increase in attribute generalization tendency.