• Journal of the Korea Academia-Industrial cooperation Society
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• v.14 no.1
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• pp.74-79
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• 2013

The purpose of this study is to identify the factors that influence consumers when they purchase or rent Hanbok. We investigated the factors which affect consumers buying Hanbok, out of expectation that the rising interest in Hanbok caused by diversification of design and other various reasons would have a positive impact on purchases. Reflecting the increase of consumers renting Hanbok in the study, we also analyzed the factors that have an influence on rentals and compared the determinants of purchasing Hanbok and that of renting it. It turned out that consumers are mainly influenced by design, popular colors they prefer, and recommendation of clerks or friends. Through the comparison, we discovered that the purchasing group is more influenced by design while the renting group is more influenced by recommendation of friends and clerks. This result suggests that it would be an effective marketing strategy for shops to strengthen competitiveness by diversifing design of Hanbok, and for rental shops to do so by placing professional salesperson.