Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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The Influence of Perception and Benefits Sought from Hanbok on Purchasing Behavior

한복에 대한 인식과 추구혜택이 한복 구매행동에 미치는 영향

  • Seoyoung Suh (Dept. of Clothing and Textiles, Chungnam National University) ;
  • Jungsoon Lee (Dept. of Clothing and Textiles, Chungnam National University)
  • Received : 2023.10.23
  • Accepted : 2024.02.02
  • Published : 2024.04.30
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Abstract

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.

Keywords

Acknowledgement

본 연구는 정부(과학기술정보통신부)의 재원으로 한국연구재단의 지원을 받아 수행된 연구임(No. 2022M3C1C5A02094018).

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