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DOI :     Journal Korea Society of Visual Design Forum , Vol.62, No.0, 7 ~ 21, 2019
An Effect on a Consumption Behaviors according to a Value Recognition toward Traditional Cultural - Consumer group comparison based on recognition of traditional cultural values -
황복희 Bok Hee Hwang , 이영선 Young Sun Rhee
Background This study investigated consumer's value recognition toward Korean traditional culture and related consumption behavior focused on Hanbok, Hanok, and Korean food. Methods The questionnaire was administered to 745 men and women in their 20s and 60s living in Seoul and the metropolitan area. Using SPSS WIN 20.0 and AMOS 20.0, factor analysis, confirmatory factor analysis, cluster analysis and analysis of variance were performed. Result First, according to the empirically identified result, the sub-dimensions of their value recognition were divided into 5 factors such as emotional/ aesthetic, societal, historical, symbolic, and instrumental one. Secondly, according to value recognition consumers were divided into four groups; a group having higher interest, a group pursing succession, a group pursing practical interest, and a group having lower interest. Lastly, the difference of consumption behaviors in each group was identified. There was a significant difference between groups in preference and purchasing experience of traditional Korean cultural products. In addition, there was a significant difference between the satisfaction and long - term orientation of Korean traditional cultural products. Conclusion This study identified the sub-dimensions of value recognition of Korean traditional culture and confirmed that consumers were divided into groups with sub-dimensions. It can be suggested that market segmentation and development of cultural products should be promoted based on the difference in purchasing behavior of traditional cultural products among groups due to recognition of traditional cultural values.
Key Words
전통문화 가치인식, 전통문화상품, 소비행동, The value recognition of traditional culture, Traditional Culture Products, Consumption behavior
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