• Journal of the Korean Society of Clothing and Textiles
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• v.46 no.2
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• pp.349-366
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• 2022

The purpose of this study was to reveal the influence of consumers' Hanbok involvement and arousal seeking tendency on their Hanbok preference and purchasing behavior. The survey subjects were male and female consumers ranging in age from teens to those in their fifties. An online survey was conducted, and 627 people were analyzed. Version 26.0 of SPSS was used to perform a t-test as well as frequency, correlation, factor, reliability, and regression analyses. As a result, both Hanbok involvement and arousal seeking tendency derived four factors each. All four factors of Hanbok involvement had a significant effect on Hanbok preference. Two factors of arousal seeking tendency had a significant effect on Hanbok preference. Hanbok preference had a partially significant effect on Hanbok purchasing behavior. Hanbok involvement and arousal seeking tendency had a partially significant impact on Hanbok purchasing behavior. In conclusion, this study is meaningful in that it, for the first time, derived the factor of Hanbok involvement by considering the concept of involvement as it relates to Hanbok and identified that involvement and arousal seeking tendency are variables that affect Hanbok preference and purchasing behavior.

• Journal of the Korean Society of Costume
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• v.51 no.8
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• pp.13-24
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• 2001

With development of our society, the Hanbok, which is the traditional clothing of our country, is mainly used only on the festive days or marriage ceremony or so as a ceremonial dress and seems lack in wearing as plain clothes. But in the other hand. with general public became no more unfamiliar with the representation of Korean realities and accepted them as a part of life in 90', the modernized Hanbok that features seasoning the practicality into the aesthetic natures of the traditional Hanbok has been rooting in our country. The existing researches on the modernized Hanbok, however. are focused only in the design of the modernized Hanbok, the present conditions of the modernized Hanbok business and the actual condition of the modernized Hanbok, and the aspect in systematic research on the customers'purchasing behavior is weak in comparison with other areas. The goal of this research, by focusing in the value which is the most basic concept of psychological components indicating the customers' behavior, was : first. to make clear the value of the modernized Hanbok and divide the customers into various groups : second, to make clear the characteristics on the population statistics by the groups divided on the clothing value : third, to make clear the individual differences among the customers of the modernized Hanbok : and forth, to make clear the basis on which to estimate the modernized Hanbok by the customers'groups. This research adopted the surrey inquiry. The first investigation is carried out on the modernized Hanbok purchasers and salesmen in Insa-dong where the modernized Hanbok business is massed. As correction and complement for the first investigation. the final investigation is carried out in Oct. 2000 with the 480 persons from twenties to sixties consisting of the modernized Hanbok purchasers and experienced persons in wearing it.

• Proceedings of the Costume Culture Conference
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• 2001.07a
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• pp.14-15
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• 2001

• International Journal of Costume and Fashion
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• v.8 no.1
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• pp.53-64
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• 2008

This study defined luxury hanbok, categorized its consumers according to their lifestyles, and examined the differences between the lifestyle groups in preferred images of luxury hanbok and consumer habits. The subjects of the study were 216 luxury hanbok consumers resident in Seoul. The various types of statistical analyses used in this study were frequency, factor analysis, Cronbach's a, cluster analysis, ANOVA, Duncan-test and $X^2$-test. The results of this study were as follows: 1. The lifestyle of luxury hanbok consumers was classified broadly into 4 groups as: brand oriented, economic/appearance oriented, family oriented/socially oriented, self-driven/economic oriented. 2. The preferred images included these five factors: splendor, elegance, uniqueness, simplicity and tradition. The elegant image was aspired to by the brand oriented group. Meanwhile, the traditional image is sought after by both the brand oriented group and the economic/appearance oriented group. 3. The lifestyle groups differed significantly in the selection criterion such as material, brand and rarity. The brand oriented group placed greater importance on material, brand and rarity than other groups. 4. In addition, each group differed in their frequency of purchase, price range, and demographic characteristics.

• Journal of the Korean Society of Clothing and Textiles
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• v.29 no.5 s.142
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• pp.692-702
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• 2005

The purpose of this study was to explore global consumer behavior with fashion products, Korean fashion products, and Korean traditional fashion products (i.e., Han-Bok). Clothing selection criteria for fashion products and Korean fashion products were included as major constructs far the comparison among global consumers based on their nationality. Other consumer behavior variables were shopping place, buying frequency, purchase experience/plan, preferred brand, purchase items, information source, purchasing usage, and the product evaluation of Hanbok. A convenience sample of 236 global consumers was selected for this study. A questionnaire was pilot tested, and the revised questionnaire was used for the interview survey. Descriptive statistics and ANOVA were used for data analysis. Various nationality were existed such as Europe, North America, Japan, China, South East Asia. The results indicated that the most important criteria for fashion buying were design, fit, and size in order. Fit, size, and color item from buying criteria were significantly different among global consumers by nationality. Country of origin was found as less important factor among global consumers. Department store was most favorable shopping place, and once a month is the most mentioned category in buying frequency. Preferred brands were Levi's, Polo, Gucci, and Prada, etc. Secondly, regarding the evaluation of Korean fashion products, textile quality was highly evaluated. Significant difference except design/style category were existed among global consumers by nationality. Thirdly, regarding the evaluation of Hanbok, the product evaluation of Hanbok highly represented as special event clothing, unique image, beautiful details and oriental beauty in order. Significant difference in good quality of textiles, oriental beauty, coordination with good colors and fabrics, beautiful details and unique style and design were existed among global consumers by nationality. Managerial implications were discussed.

• Journal of the Korean Society of Costume
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• v.63 no.6
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• pp.127-139
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• 2013

This research is designed to provide basic data to study the life and culture of multicultural families in Korea by taking a look at the clothing behaviors and attitudes toward traditional dresses. To this end, quantitative research was conducted on Korea-Vietnam multicultural families and Korean families. The surveys of the Korean families were completed by 250 married women in Seoul, and those of Korea-Vietnam multicultural families by 104 married Vietnamese women living in Seoul, Gyeonggi-do and Incheon. The data were analyzed using frequency analysis, factor analysis, t-test, crosstabs and ${\chi}^2$-test. The findings are as follows: First, the comparison of clothing behaviors of the Korean families and the Korea-Vietnam multicultural families found that they had statistically significant differences in values towards clothes, clothes shopping orientation and clothes purchasing behaviors. The Korean women were more involved in clothes and fashion-oriented than their Vietnamese counterparts. However, the Vietnamese women in their 20s were likely to rely more on social trends than their own needs when purchasing clothes compared to their Korean counterparts. Korean families preferred to shop in department stores, while the multicultural families relied more on discount stores and outlets. Second, the comparison of the Korean families and the Korea-Vietnam families in attitudes toward their own traditional dresses and how often to wear them showed statistically meaningful differences. The Korean group had more negative attitudes toward Hanbok, the Korean traditional dresses than the Vietnamese group. The Vietnamese women showed more interest in information on Hanbok than their Korean counterparts. They also were wearing the Korean traditional dresses more often than the Korean families. In addition, the Vietnamese women showed a stronger tendency than the Korean women that they took pride in their country's traditional dresses and believed that they were beautiful.