• 한국의류학회지
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• 제48권2호
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• pp.269-281
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• 2024

This study analyzed the influence of consumers' perceptions and benefits sought from Hanbok on purchasing behavior. Selection criteria and purchase intentions were used to study Hanbok purchase behavior. Data were collected from 332 female respondents between the ages of 20 and 50 using questionnaires and analyzed with SPSS. Hanbok perception was determined by three factors: pride, development potential, and appearance suitability. Benefits sought from Hanbok were determined by another set of three factors: personality, tradition, and comfort. In selecting Hanbok, pride and development potential influenced design, and pride influenced convenience. All perception factors influenced Hanbok purchase intentions, with development potential being the most important factor. As for Hanbok benefits, consumers were classified into three groups: groups seeking high-quality Hanbok, groups seeking tradition/personality, and groups seeking comfort. When selecting Hanbok, design was less important to the group seeking comfort than the other two groups. The group seeking high-quality Hanbok valued convenience the most and had the highest purchase intentions.

• 한국가정과교육학회지
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• 제33권2호
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• pp.81-93
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• 2021

본 연구의 목적은 고등학생의 한복 이미지, 한복 선호 유형, 전통한복 인식을 알아보고 성별 및 한복수업 참여 여부에 따른 차이를 확인하는 것이다. 이를 위해 부산 지역 고등학생 438명의 자료를 수집한 후 SPSS를 사용하여 빈도 분석, 교차 분석, t-검정, F-검정으로 분석하였다. 본 연구 결과는 다음과 같다. 첫째, 대부분의 고등학생은 한복을 우아한 이미지로 인식하고 있었으나 대중매체 및 온라인상에서 화려한 한복 디자인에 노출되어 한복에 대한 화려한 이미지도 가지고 있는 것으로 나타났다. 한복 이미지는 성별, 한복수업 참여 여부 및 성별을 고려한 집단에서 통계적 유의미성이 확인되었다. 촌스러운 이미지는 남학생이 여학생에 비해 높은 비율을 보였고, 한복수업 미참여 남학생 집단이 수업 참여 남학생 집단에 비해 3배 이상 높은 비율로 나타났다. 둘째, 고등학생이 선호하고 있는 한복 유형은 전통한복이었으며 그 다음으로는 퓨전한복, 생활한복, 패션한복 순으로 나타났다. 한복 선호 유형은 성별, 한복수업 참여 여부 및 성별을 고려한 집단에 따라 차이를 보였다. 특히 패션한복에 대한 선호는 한복수업참여 집단이 미참여 집단에 비해 높은 비율로 나타났다. 셋째, 고등학생의 전통한복에 대한 인식도는 보통 이상이었고 하위요소별로 살펴보면 심미성, 지속가능성, 실용성 순으로 나타났다. 전통한복 인식은 한복수업 참여 여부, 성별, 한복수업 참여 여부 및 성별을 고려한 집단에서 유의미한 차이를 보였다. 여학생이 남학생에 비해 그리고 한복수업 참여 학생이 미참여 학생에 비해 전통한복을 긍정적으로 평가한 것으로 나타났다.

• 복식
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• 제53권3호
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• pp.155-163
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• 2003

The purposes of this study were to identify the differences of the Casual Hanbok's image perception according to wearing situation and to certify factors affecting the Casual Hanbok's purchase. Self administered questionnaires were used. The subjects were 596 women in Chonbuk Province and done during August. 2002. Proportion, percentage, mean, factor analysis, ANOVA and multi-regression were done for data analysis. The results were as follows ; 1. Factors in the Casual Hanbok's image perception were fashion, elegant, comfort, innovation and tradition. The total variences were 53.84%. Especially tradition and innovation factors were very Important. 2. Casual Hanbok's perceived image in formal situation were higher in factors of fashion, elegance, comfort, innovation, and tradition than the perceived image in mind. And the image of informal situation was higher in factors of fashion, elegant and innovation than the perceived image in mind. 3. Purchasing intention was affected by the Casual Hanbok's fashion, elegance, innovation, and tradition, and their influence was 18.10%. Casual Hanbok wearing frequencies affected the purchasing intention significantly.

• 한국생활과학회지
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• 제15권1호
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• pp.157-168
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• 2006

This research is to investigate the perception and satisfaction of high school students for Saenghwal Hanbok school uniforms. With this study we will be able to provide useful information for clothing companies as well as schools which are planning to introduce Saenghwal Hanbok as a uniform. The research subjects included 446 high school students of Chungcheong and Gyeonggi areas. The results of this study are as follows: 1. Male students evaluated Saenghwal Hanbok affirmatively in terms of its activity convenience. Female students, on the other hand, thought highly of it in such aspects as modern beauty, aesthetic color, distinction, symmetry, wearability, tidiness, color harmony, color unity, decoration details, and suitability for special occasions as well as modem daily life. 2. The satisfaction with Saenghwal Hanbok as a school uniform stayed, on an average, below a mid-level. It appeared that high schools with long history showed more interest than comparatively newly-established schools. Also, students with obesity liked Saenghwal Hanbok more than normal students. 3. The students' demand for price cut was highest among other demands of Saenghwal Hanbok school uniform. In addition, almost all items including wearability, material, color, activity convenience, and patterns appeared to need more improving.

• 복식
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• 제42권
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• pp.43-58
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• 1999

The purpose of this study was to investigate the effect of perceived risk and product express-ive self-image on the consumer's adoption of casua hanbok. A questionnaire was developed and data colle-cted from 269 women in Pusan. Data were analyzed to investigate the relation-ship among purchase intention perceived risk and product epressive self-image. Marketing implication about risk reduction was discussed. The results of this study were as follows. 1. Consumer's perceived risk on adoption o casual hanbok classified into four factors They were the risk on the confirmation of advantage of casual hanbok the risk on the negative viewpoint of others the risk on the complexity of dressing and care and the risk on the shortcoming of casual hanbok. It was explained that casual hanbok is innovative product. 2. According to the level of adoption of casual hanbok. consumers were categorized into three groups i.e. adopter potential adopter rejector. They differed in the degree of risk perception age and subjective knowledge redlated to casual hanbok. 3. Consumer's subjective knowledge age and two types of risk has predicting power to the purchase intention. Consumer's subjective knowledge was the best predicted factor and risk perception was negatively related to purchase intention. 4. The significant differences among the categ-orized consumer group was founded in the ideal self image and product expressive self-image 5. The gap of perception between ideal self-image and product expressive self-image was significantly different in each categorized consumer groups.

• 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.

• 한국의상디자인학회지
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• 제22권2호
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• pp.137-149
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• 2020

The purpose of this study is to identify the perception of New-Hanbok Skirts that female consumers have and to analyze the design preference based on the analysis of designs of skirt products currently in distribution. Based on the analysis of the New-Hanbok brand website, the research was conducted through a survey of 355 women in their 20s and older. The survey consisted of 24 questions which were divided into pattern, color, material, and recognition type questions. The research results are as follows. First, most adult women answered that a New-Hanbok skirt is appropriate to wear at a holiday, anniversary, or outer dress for the spring and autumn seasons, and the design is the most important thing when considering buying. However, the ratios of wearing experience and possession were very low. Second, the preferred design aspects of a New-Hanbok skirt were the Jarak-skirt or Deot-skirt, calf-length, 5cm width of the waistband, 3cm uniform crease, a normal length waistband, bright neutral colors, and a waistband in different colors. For the double skirt, the design that shows 4cm of lining fabric and the different colors of upper fabric was the most preferred. The most preferred material was plain cotton. On the other hand, small floral patterns were preferred for patterned materials, and opaque upper fabric was most preferred for the double skirt. Through this study, it was confirmed that the Hanbok is seen as a positive aspect for modern consumers.

• 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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• 제23권1호
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• pp.129-142
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• 2021

This study aims to identify the perception of New-Hanbok one-piece dresses that female consumers have purchased and to analyze the design preference based on design types and brands. Analysis was conducted on New-Hanbok brand websites, and additional research was carried out through a survey of 402 women in their 20s and older. The survey consisted of 36 questions, which were divided into categories including pattern, color, material, and recognition of the one-piece dress. The research results are as follows. First, the preferred design form of the New-Hanbok one-piece dress was long length, medium fit, princess line, round git, rectangular git, regular width git, V neckline, regular width dongjeong, front closing with a wide overlap of the chest are a, narrow goreum, a skirt part with moderate crease spacing and number of pleats, A-line skirt silhouette, long and narrow sleeves, diagonal shoulder line, and a cuff at the end of each sleeve. Second, the preferred colors of the New-Hanbok one-piece dress were bright, neutral, or light and were predominately monochromatic Third, the preferred fabric conveyed a contemporary atmosphere through its print pattern. The most favored fabric material was cotton. Through this study, more systematic design development research should be carried out focusing on the current situation and identifying problems, thereby improving traditional culture.

• 한국의상디자인학회지
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• 제22권4호
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• pp.49-62
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• 2020

This research investigates how interest develops across a set of tasks within a course defined by a specific knowledge domain. The current study examined the relationships among self-concept, self-efficacy, Korea-related factors, and evaluation, in the context of learning about the Hanbok costume at Chinese universities. A survey (n=300) was conducted using an online survey website (www.sojump.com) from the 1st to the 25th of June. The structural equation model (SEM) analysis, including total and specific forms of self-evaluation with Hanbok courses, showed that self-concept was positively associated with self-efficacy. Conversely, K-culture interest and K-country image did not significantly affect self-efficacy in clothing, but positively affected Hanbok's self-efficacy. Meanwhile, the more self-efficacy perceived, the higher the level of evaluation. Overall, our findings imply that supporting the students' Korean culture interest, country image perception, and self-concept for regulation can enhance self-evaluation and self-realization success. Theoretical and practical implications for Hanbok courses are discussed.