The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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Perceived risks in purchase decision of paper fashion products - Focusing on bags and wallets made with Jumchi-Hanji papers -

종이소재 패션제품 구매결정에서의 지각된 위험 - 줌치한지 종이소재 가방과 지갑 제품을 중심으로 -

  • Hong, Heesook (Dept. of Fashion and Textiles, Jeju National University) ;
  • Kim, Heyseong (Dept. of Fashion and Textiles, Jeju National University)
  • 홍희숙 (제주대학교 패션의류학과) ;
  • 김혜성 (제주대학교 패션의류학과)
  • Received : 2017.08.13
  • Accepted : 2018.06.18
  • Published : 2018.06.30
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Abstract

This study examined the risk components and risk types perceived in the context of purchasing decisions of paper fashion products. This study also identified the levels of perceived risk by consumers and the differences between age groups in risk perception. First, qualitative data were collected through a focus group interview with 7 Korean females in their 20s to 50s. The interviewees were presented with two types of paper materials (undyed and dyed Jumchi-Hanji) and products (bags and wallets) made with the papers. The interviewees mentioned 11 risk components which were classified into five types of risks: performance (easily torn/lack of durableness, lint/pilling/wear-out, lack of water-resistant, no washability, and deformation and discoloration over time), social-psychological (old and traditional image), aesthetic (lack of design diversity, unsatisfactory appearance due to repair), financial (expensive price, lack of usability in daily life) and time/convenience (difficulty in handling) risks. Based on the results of the interview, a measurement for evaluating the risk perception of paper fashion products was developed. Second, quantitative data were collected from 64 Korean women in their 20s to 50s using the measurement. Respondents who were presented with the paper materials and the products perceived the performance risk more strongly than the social-psychological risk and aesthetic risk. In addition, differences between age groups were found: younger respondents perceived performance risk and social-psychological risk more strongly than older respondents, but older respondents perceived financial risk more than younger respondents. Based on this study, strategies for the risk reduction of paper fashion products were proposed.

Keywords

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