Journal of the Korean Society of Costume (복식)

The Korean Society of Costume (한국복식학회)
권호 표지

Attitude toward Fashion Cultural Products and Purchase Intention - A Comparison of American, Japanese, and Chinese Who Visited Korea -

패션문화상품에 대한 태도와 구매의도 -방한 미국인, 일본인, 중국인의 비교 연구-

  • Cho, Yun-Jin (Dept. Clothing and Textiles, Seoul National University) ;
  • Lee, Yu-Ri (Dept. Clothing and Textiles, Seoul National University/Research Institute of College of Human Ecology, Seoul National University)
  • 조윤진 (서울대학교 의류학과) ;
  • 이유리 (서울대학교 의류학과/서울대학교 생활과학연구소)
  • Published : 2007.12.31
Download PDF
⟨ Previous Next ⟩

Abstract

An empirical study was conducted on fashion cultural products, targeting foreigners from diverse cultures. Its purpose was to identify foreigners' attitudes toward fashion cultural products of which design sources were derived from the Korean culture. The quantitative research using questionnaires was targeted at Americans, Chinese and Japanese who visited Korea. The questionnaires were back-translated into different languages for completion by the test subjects. Out of a total of 424 surveys returned, 393 were deemed usable. As a result of data analyses using SPSS 12.0 and AMOS 5.0, we found that: First, two attitude factors, the authenticity and aesthetic elements, exerted a significant effect on the intent to purchase. However, the last attitude factor, care and carriage convenience, did not significantly influence the purchase intention. Second, there was no significant difference in the attributes regarded as important when purchasing fashion cultural product between people from the U.S. and Japan. However, people from China showed differences in the attributes compared to the U.S. and Japan. Third, we found that attitudes toward fashion cultural products were different among respondents of three countries. It was revealed that the Chinese liked Korea's fashion cultural products the most, followed by Americans and Japanese. This research is significant because investigating foreigners' attitudes toward fashion cultural products for reaching out to a broader market abroad would contribute to help building an market entry planning.

Keywords

References

  1. Turner, L. W., & Reisinger, Y. (2001). Shopping satisfaction for domestic tourists. Journal of Retailing and Consumer Service, 8(1), pp. 15-27 https://doi.org/10.1016/S0969-6989(00)00005-9
  2. 이진화, 김민자, 이진민 (2005), 한국 패션문화상품의 고부가가치화를 위한 대응전략 연구. 한국의류학회지, 29(7), pp. 968-977
  3. 한국관광공사 (2005). 외국 관광객 소비 실태 조사. 자료검색 일 2006. 7. 22. 자료출처 .http://www.mct.go.kr
  4. Lee, S.E., & Littrell, M.A. (2003). Web sites for cultural products marketing potential for US consumers. Journal of Fashion Marketing and Management. 7(4), pp. 356-370 https://doi.org/10.1108/13612020310496958
  5. 이은영 (2001). 패션마케팅. 서울: 교문사. pp. 315-316
  6. Blackwell, R.D., Miniard, P.W., & Engel, J.F. (2001). Consumer behavior (9th ed). Orlando, FL: Harcourt College Publishers, p. 81
  7. 임종원, 이재일, 홍성태, 이유재 (2006). 소비자행동론: 이해와 마케팅에의 전략적 활용 (제3판). 서울: 경문사, .pp 432-434
  8. 김세범, 전영종, 허남일 (2000). 소비자행동론 (개정판), 서울: 형설출판사, p. 134
  9. 문병준, 김재범, 서용구, 정인식, 차태훈. 최진아 (2004). 글로벌 마케팅 (개정판). 서울: 경문사, ,pp 38-43
  10. Douglas. S.P., & Craig. C.S. (1997). The changing dynamic of consumer behavior: Implications for cross-cultural research. International Journal of Research in Marketing. 14(4), pp. 379-395 https://doi.org/10.1016/S0167-8116(97)00026-8
  11. Clark, T. (1990). International marketing and national character: A review and proposal for integrative theory. Journal of Marketing. 54(4), pp. 66-79 https://doi.org/10.2307/1251760
  12. Hofstede. G. (1983). The cultural relativity of organizational practices and theories. Journal of International Business Studies, 14(2), pp. 75-89 https://doi.org/10.1057/palgrave.jibs.8490867
  13. Adler, N. (1983). A typology of management studies involving culture. Journal of International Business Studies. 14(2), pp. 29-47 https://doi.org/10.1057/palgrave.jibs.8490517
  14. 임종원, 이재일, 홍성태, 이유재 (2006). 소비자행동론: 이해와 마케팅에의 전략적 활용 (제3판). 서울: 경문사, pp. 113-115
  15. Solomon, M.R. (2001). Consumer behavior (5th ed). New Jersey: Prentice-Hall, pp. 212-214
  16. Fishbein, M? & Ajzen, I. (1975). Belief, attitude, intention and behavior. Reading, MA.: Addison-Wesley, p. 223
  17. Kim, S., & Littrell, M.A. (1999). Predicting souvenir purchase intentions. Journal of Travel Research, 38(2), pp. 153-162 https://doi.org/10.1177/004728759903800208
  18. Chung J.E., Pysarchik. D.T. (2000). A model of behavioral intention to buy domestic versus imported products in a Confucian culture. Marketing Intelligence & Planning. 18(5), pp. 281-291 https://doi.org/10.1108/02634500010343982
  19. Lee, S.E., & Littrell, M.A. (2006). Marketing cultural product on the internet: Targeting Cultural Creatives. Clothing and Textiles Research Journal. 24(1), pp. 33-45 https://doi.org/10.1177/0887302X0602400103
  20. Assael, H. (2004). Consumer Behavior: Strategic Approach. Boston: Houghton Mifflin Company, pp. 224-228
  21. 임종원, 이재일, 홍성태, 이유재 (2006). 소비자행동론: 이해와 마케팅에의 전략적 활용 (제3판). 서울: 경문사, PP. 116-118
  22. 섬유패션 수출입통계 (2006). 한국의류산업협회 자료검색일 2007. 6.20, 자료출처. http://kaia.or.kr
  23. Littrell, M.A., Baizerman, S., Kean. R., Gahring, S., Niemeyer, S., Reilly, R., & Stout. J. (1994). Souvenirs and tourism styles. Journal of Travel Research, 33(1), pp. 3-11 https://doi.org/10.1177/004728759403300101
  24. Kim, S., & Littrell, M.A. (2001). Souvenir buying intentions for self versus others. Annals of Tourism Research, 28(3), pp. 638-657 https://doi.org/10.1016/S0160-7383(00)00064-5
  25. Nasif, E.G., Al-daeaj, H., Ebrahimi, B., & Thibo-deaux, M.S. (1991). Methodological problems in cross-cultural research: An updated review. Management International Review, 31, pp. 79-91
  26. Miller, N.J., Campbell, J.R., Littrell, M.A., & Trav-nicek, D. (2005). Instrument development and evaluation for measuring USA apparel Product design attributes. Journal of Fashion Marketing and Management, 9(1), pp. 54-70 https://doi.org/10.1108/13612020510586406
  27. Yu, E, & Littrell, M.A. (2003). Product and process orientations to tourism shopping. Journal of Travel Research, 42(20), pp. 40-50
  28. Kim, S., & Littrell, M.A. (1999). Predicting souvenir purchase intentions. Journal of Travel Research, 38(2), pp. 153-162 https://doi.org/10.1177/004728759903800208
  29. 김계수 (2004). AMOS 구조방정식 모형분석. 서울: 데이터솔루션. pp. 406-411
  30. 노형진 (2005). SPSS/Amos에 의한 사회조사분석-범주형 데이터 분석 및 공분산구조분석. 서울: 형설출판사. pp. 432-434