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DOI :
Journal Korea Society of Visual Design Forum , Vol.67, No.0, 59 ~ 69, 2020
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| Title |
| Effects of Hanbok Experience on Consumer Recognition and Consumer Behavior towards Hanbok |
| 고순화 Soon-hwa Ko , 황복희 Bok-hee Hwang , 이영선 Young-sun Rhee |
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| abstract |
| Background Young people are experiencing, interacting with , and enjoying Hanbok through various other routes such as SNS. As a result, interest in Hanbok has been heightened by young generation. At this time, the purpose of this study was to investigate the effect of young people's experiences of Hanbok on the perception of Hanbok and their effects on the future consumer behavior.
Methods A survey was conducted and subjects consisted of men and women in their 10s and 30s. Data from 454 subjects were analyzed using frequency analysis, reliability analysis, exploratory factor analysis, and regression analysis of SPSS 20.0.
Result First, the direct experience of Hanbok had a negative effect on the practicality among the perceptions of Hanbok. Second, the esthetics had the greatest effect on the purchase intention among the consumer perceptions of Hanbok. Third, the entertainment performance among the consumers' perception of Hanbok had the greatest influence on the recommendation intention and it had a positive effect on the purchase intention.
Conclusion These results indicate that the aesthetic characteristics of Hanbok should be emphasized to activate the purchase of Hanbok as a traditional cultural product. The results of this study suggest that marketer should develop the various cultural events and marketing strategies for consumer to recognize the pleasure and familiarity through Hanbok as a cultural contents and in order to encourage traditional Hanbok makers and expand their market. |
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| Key Words |
| 한복체험, 소비자 인식, 소비자 행동, Hanbok Experience, Consumer Recognition, Consumer Behavior |
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