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

The Korean Society of Clothing and Textiles (한국의류학회)
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The Effect of Value Recognition toward Traditional Culture on Preference and Long-term Relationship about Hanbok -Group Comparison according to Degree of Experience of Hanbok-

전통문화에 대한 가치인식이 한복에 대한 선호도와 장기적 관계에 미치는 영향 -한복체험 정도에 따른 집단비교-

  • Jun, Ji Hyun (Dept. of Clothing & Textiles, Chungnam National University) ;
  • Hwang, Bok Hee (Dept. of Clothing & Textiles, Chungnam National University) ;
  • Rhee, Young Sun (Dept. of Clothing & Textiles, Chungnam National University)
  • Received : 2017.03.30
  • Accepted : 2017.05.29
  • Published : 2017.08.31
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Abstract

How consumers perceives Korean heritage is the most essential motivation to purchase traditional products. This study investigates if there is a difference in the value perception of traditional culture on preferences for and the long-term relationship of Hanboks. It also investigates differences in the preference and consumption behavior of Hanboks depending on the degree of experience for Hanbok. For this research purpose, data were collected from 745 residents between the ages of 20-60 in the Seoul and metropolitan areas through online and offline surveys. The data were analyzed by descriptive statistics, factor analysis, and path analysis, using the SPSS-WIN 20.0, AMOS 20.0 program. The value recognition toward traditional culture derived aesthetic and symbolic factors. The result of grouping according to the experience of the Hanbok indicated that the two groups of traditional cultural values influenced preferences for Hanboks. In the middle group, only the symbolic value had a significant influence on the preference of Hanbok. It was found that the less experienced group had no traditional culture value factor which had a significant effect on the preferences for Hanboks. Based on the results of this study, it is expected to be used as basic data to establish a marketing strategy to increase the preferences for traditional culture such as Hanboks by increasing various traditional culture experiences as well as Hanboks.

Keywords

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