• 패션비즈니스
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• 제23권1호
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• pp.74-88
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• 2019

The purpose of this study is to explore university students' Hanbok rental behavior and to examine factors that influence their intention to rent Hanbok. Questionnaires were distributed in Universities in the Seoul metropolitan area, and the final 202 responses were used for data analysis. For data analysis, descriptive statistics, factor analysis, cluster analysis, t-tests, and multiple regressions analysis were used. Sixty-one percent of those who have experienced Hanbok rental said they rented Hanboks to experience tourism and 22 percent said they rented Hanboks to take pictures, and the main rental places are tourist attractions such as Jeonju Hanok Village. Respondents indicated that the design and color of Hanbok were important product attributes when they consider renting a Hanbok. They also indicated that the opinions of other users posted on the Internet/Social Network were their main source of information for Hanbok rental. The result of cluster analysis showed that there were two groups of Hanbok rental consumers based on clothing consumption values: novelty-seeking group and practicality-seeking group. The two groups were different in terms of few factors of the benefit sought of Hanbok rental, product attributes, and information sources. Regression analysis revealed that traditional culture perception, purpose-built Hanbok pursuit benefit, pragmatic pursuit benefit, attitude toward Hanbok, and the previous Hanbok rental experience significantly affected respondents' intention to rent Hanbok. Based on the results, this study summarizes the key features of each group and provides suggestion for developing strategic marketing activities.

• 패션비즈니스
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• 제27권2호
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• pp.140-152
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• 2023

In this study, in-depth interviews with Hanbok experts on the development direction of the Hanbok culture industry were performed to listen to professional and future-oriented opinions for the development of Hanbok culture and the Hanbok industry. Interviews were conducted with 12 experts to identify the perception of the Hanbok culture industry and to confirm the possibility of sustainable development of Hanbok as a global culture. First, the results of this study should be preceded by the establishment of concepts such as traditional Hanbok, daily Hanbok, fusion Hanbok, and new Hanbok, and design, education, and government support suitable for each field are required. Second, the responsible craftsmanship of the Hanbok industry, the development of Hanbok design with the aesthetics and convenience of Hanbok designers, multi-dimensional research with high academic use, and systematic support for various Hanbok-related programs and events by the government are needed. Third, the government should promote and actively wear Hanbok through various media to revitalize the Hanbok culture, such as establishing a Hanbok wearing day, reviving etiquette education in school, and providing local-based Hanbok wearing experience education. Fourth, in order to cultivate professional manpower, detailed Hanbok education by field is necessary, and specialized education tools, such as distribution, VMD, and stylist are proposed.

• 한국의류학회지
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• 제41권4호
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• pp.698-708
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• 2017

How consumers perceives Korean heritage is the most essential motivation to purchase traditional products. This study investigates if there is a difference in the value perception of traditional culture on preferences for and the long-term relationship of Hanboks. It also investigates differences in the preference and consumption behavior of Hanboks depending on the degree of experience for Hanbok. For this research purpose, data were collected from 745 residents between the ages of 20-60 in the Seoul and metropolitan areas through online and offline surveys. The data were analyzed by descriptive statistics, factor analysis, and path analysis, using the SPSS-WIN 20.0, AMOS 20.0 program. The value recognition toward traditional culture derived aesthetic and symbolic factors. The result of grouping according to the experience of the Hanbok indicated that the two groups of traditional cultural values influenced preferences for Hanboks. In the middle group, only the symbolic value had a significant influence on the preference of Hanbok. It was found that the less experienced group had no traditional culture value factor which had a significant effect on the preferences for Hanboks. Based on the results of this study, it is expected to be used as basic data to establish a marketing strategy to increase the preferences for traditional culture such as Hanboks by increasing various traditional culture experiences as well as Hanboks.

• 디지털융복합연구
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• 제17권2호
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• pp.339-345
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• 2019

본 연구는 젊은 세대들이 한복에 관심을 가지고 직접 경험을 하는 한복체험이라는 새로운 문화의 사용자 경험에 대한 연구로 존 듀이(John Dewey)의 경험이론과 도널드 노먼(Donald Norman)이 정의한 사용자경험을 통해 경험의 정의를 살피고 사용자의 경험을 분석하는데 목적을 둔다. 우선적으로 인구 통계학적 특성을 알아보기 위해 일반인을 대상으로 온라인 설문조사를 진행하였고 설문 결과에 따라 주요 체험자인 20대 여성 6명을 임의로 선정하여 다양한 사용자 의견을 얻기 위해 대면 인터뷰를 진행하였다. 인터뷰 결과의 공통된 의견을 분류하였을 때 체험자들은 한복의 전통성을 인지하기 보다는 현대화된 한복의 심미성을 먼저 인지하였고 한복체험이라는 경험을 함께 공유하고자 하는 욕구로 사회성, 비일상적인 문화가 되어 버린 한복을 특별하다 인지하는 특이성과 같은 특징이 분석되었다. 또한 사용자들은 자신이 직접 겪은 경험을 특별하다 인지하기 때문에 시장성 있는 문화콘텐츠 개발을 위해서는 지속적으로 사용자들의 욕구를 분석하고 연구해야 할 것이다.

• 한국의상디자인학회지
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• 제11권3호
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• pp.143-151
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• 2009

This paper starts with the assumption that in order for the popularization of hanbok leading to greater interest among the public for Hanbok and its uses in everyday life, the period for Hanbok events each year must be solidified, making it a standardized provide opportunities for participation regardless of demographic. Globalization of Hanbok most occur through a combination of related academic fields, division of roles in fields of expertise, and a scientific understanding of Hanbok. Thus various Hanbok-related programs such as contests, fashion shows, experience centers and exhibitions should be provided in one unified setting. Government sponsored Hanbok cultural events have generally been aimed at foreigners or foreign human residency, while events in Korea hae generally been carried out by a more diverse rage of groups, making it difficult for the general population to obtain information or participate actively. In order for hanbok to maintain its tradition as the national costume of Korea, Long-term develop plans must be set. Along with popularization in order to bring hanbok into everyday life, methods for the globalization of hanbok must be explored, providing opportunities to spotlight the diversity and characteristics of Korean costumes, in various events which promote participation, festival-forming and globalization of hanbok culture considering elements such as time (yearly, monthly etc.) and audience (age group, social level etc.).

• 복식
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• 제53권5호
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• pp.97-110
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• 2003

This study was done to investigate the wearing experience, the taste and attitudes toward Korean Costume(Traditional and Saenghwal Hanbok). Data were collected by self-administered question from 307 elementary school children and 307 mother during 7, 2002. Conclusions are as follows : 1. Hanbok was worn mainly in the first birthday of children and 6∼7years old. But it was rarely worn in 4th∼6th grade of elementary school. Most of children had worn the Traditional Hanbok, about 30% had worn the Saenghwal Hanbok. 2. Childrens liked Saenghwal Hanbok more than Traditional Hanbok, girls liked Hanbok more than boys did. And 31.4% of boys disliked Hanbok, the main motives for dislike were concerned with the discomfort to move, the feel of cloth and becoming. Boys prefered the style of ´vest/ Jeokori/ Bajii´ in Traditional Hanbok, and ´half-sleeve Jeokori/ Baji´ in Saenghwal Hanbok. Girls prefered the style of ´Dangeui/ Chima´ in Traditional Hanbok, and ´One piece/ Jeokori´ in Saenghwal Hanbok. Childrens prefered analogous color scheme to contrasting color scheme. Boys prefered the blue groups, girls prefered the orange and red groups. 3. Childrens had more positive attitudes towards Saenghwal Hanbok than Traditional Hanbok. Mothers had positive attitudes towards both these types. And the attitudes toward Saenghwal Hanbok and Traditional Hanbok of childrens were more positive than mother´s. Therefore the following suggestions may be proposed for the development of Hanbok for children. 1. Hanbok is need to be designed considering activity, feeling and becomingness for teenagers. 2. Hanbok design must be kept seperated Traditional Hanbok and Saenghwal Hanbok. Traditional Hanbok is need to emphases tradition, Saenghwal Hanbok is need to apply a western style and have a practical use.

• 한국의류산업학회지
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• 제24권2호
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• pp.217-228
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• 2022

The growth of the fashionable hanbok market has led to a significant increase in the number of entrepreneurs or prospective entrepreneurs with small hanbok businesses. To develop the hanbok industry, the public sector is developing and providing education and support programs to enhance the competencies of individual hanbok brand entrepreneurs. This study conducted a survey of 213 subjects such as business operators, workers, and prospective workers in the changing hanbok industry. This study investigated their hanbok education experiences as well as future demands for education and public support programs. To explore differences based on individual characteristics, this study measured such characteristics using entrepreneurial orientation as well as the artistic and entrepreneurial competencies important in running a hanbok brand and analyzed the relationship demand for education and public support. Hanbok brand worker characteristics were classified into four groups based on individual characteristics: "traditionalist," "entrepreneur," "opportunist," and "businessman." Differences existed in terms of detailed education experience and demand as well as demand for public support, depending on the group. The results of this study contribute to development of hanbok curriculums that consider individual characteristics, the effective incubation of new and prospective hanbok brand entrepreneurs, as well as the research on founding small-scale fashion businesses.

• 한국의류학회지
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• 제47권6호
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• pp.1012-1026
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• 2023

This study used the Q-methodology to identify and categorize the types of subjective perceptions of Korean hanbok among foreigners currently living in Korea, and to explore the characteristics of each type. We used the QUANL PC program to analyze the data. We categorized foreigners' perceptions of hanbok into three types. The first type comprised the "hanbok experience novice tradition affirming" individuals who thought hanbok was beautiful, affirming Korean culture and traditional clothing. They encountered hanbok for the first time upon arriving in Korea. The second type was the "design preference positive change". These individuals thought hanbok's design was beautiful and belived Korea's image improved because of hanbok. The third type was the "change-seeking tradition negative". This group believed that hanbok was not traditional Korean clothing and required modernizing. The first category comprised mostly individuals from Nepal, the second category was Myanmar, and the third category was China. Thus, different nationalities have different perceptions of hanbok. Future research should explore how foreigners from diverse nationalities perceive hanbok and coduct a comparative analysis based on nationality.

• 한국의상디자인학회지
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• 제19권4호
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• pp.139-155
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• 2017

This paper identified the values and awareness of Koreans in 20s regarding Hanbok, the traditional clothing of Korea, and proposed an approach to promote the traditional clothing culture. The subject of the survey were male and female Koreans in their 20s who wear modern street clothes in places people frequently visit including in the metropolitan area and Chungcheong-do as well as those who wear Hanbok in Seoul and Jeonju, Jeollabuk-do. In accordance with the analysis of the survey, Koreans in their 20s rented Hanok rather than buying it. The respondents wore Hanbok for events, festivals or national holidays or while travelling. Elements to improve in Hanbok rental services were designs, materials, washing and stains. The decision factors for renting Hanbok were 'personal tendency' and 'advice from an expert.' While Koreans in their 20s had a positive awareness of Hanbok, they thought it was difficult to buy, rent and put on Hanbok and that it was not comfortable to wear. There was not sufficient opportunity and means to wear Hanbok due to insufficient accessories or shoes to match. On the basis of the analysis of the survey results, the following approach was proposed for the development of the traditional clothing culture. First of all, develop traditional clothing designers who can satisfy the personalities of Koreans in their 20s. It is necessary to develop experience-focused and participatory programs that provide systematic education regarding traditional clothing to pass down this tradition. In addition, it is necessary to create a social and cultural atmosphere that enables the Koreans in their 20s to easily wear Hanbok by popularizing Hanbok.

• 한국조경학회지
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• 제45권3호
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• pp.80-91
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• 2017

본 연구는 최근 젊은 층을 중심으로 확산되고 있는 한복나들이의 행위 주체인 한복나들이객과 그들이 방문하고, 선호하는 장소의 특성을 밝힘으로써 경복궁에 한복나들이객이 집중되는 요인을 규명하는 것이다. 한복나들이객의 자발적 취미활동을 경관 프로슈머적 관점에서 해석하고, 도시경관적 의의를 고찰하고자 한다. 한복나들이객을 대상으로 심층인터뷰, 현장인터뷰, 현장관찰조사를 실시한 결과, 한복나들이객은 다양한 층위가 있었다. 한복나들이객은 한복에 대한 인식, 이용방식, 활동에 따라 선도그룹, 진입그룹, 단순체험그룹으로 구분되며, 선도그룹과 진입그룹은 한복나들이 활동의 지속성에 따라 자발적 취미계층으로 분류된다. 한복나들이 장소로서 경복궁 방문 목적과 요인에 그룹별 차이가 있었다. 선도그룹은 홍보, 모임, 문화 활동을 위한 장소와 주변 목적지에 방문하기 위한 집결장소로 경복궁을 방문하는 경우가 많았다. 이 경우, 경복궁의 전통적인 경관 외에 교통 편리성, 경복궁과 주변지역의 전통문화 전시 및 행사가 주 요인으로 나타났다. 진입그룹은 경복궁의 전통적인 경관과 주변 문화시설 이용을 목적으로 방문하는 경우가 많았다. 단순체험그룹은 경복궁의 전통적인 경관과 한복 착용자가 많은 점이 방문 요인으로 작용했다. 단순체험그룹은 한복나들이 장소로 경복궁을 최초로 방문하고 있어, '한복나들이 입문 코스', '한복놀이터'로서 경복궁의 새로운 장소성을 확인하였다. 한복나들이 향유계층은 오프라인의 실제 장소에서 장소와 경관을 소비하고, 동시에 새로운 경관을 생산하며, 소셜미디어와 1인 미디어 등 온라인에서 경관 이미지를 생산함으로써 '경관 프로슈머'적 성향을 지닌다. 이들의 다채롭고 자발적인 움직임은 도시경관에 역동성을 부여하며, 이는 도시의 새로운 문화자산이라는 의미를 지닌다. 그동안 국내외 소비자학 및 마케팅 분야에 국한되어 연구된 프로슈머의 개념을 한복나들이객이라는 자발적 취미계층을 통해 '경관 프로슈머'를 개념화하고, 도시경관적 의의를 고찰하였다는 점에서 본 연구의 의의가 있다.