Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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College Students' Hanbok Rental Behaviors and Factors Affecting Their Hanbok Rental Intention

남녀대학생의 한복대여행태 및 한복대여의도 영향요인

  • Park, Sanghee (Dept. of Fashion Industry, Baewha Women's University) ;
  • Lee, MiYoung (Dept. of Fashion Industry & Textiles, Inha University)
  • 박상희 (배화여자대학교 패션산업과) ;
  • 이미영 (인하대학교 의류디자인학과)
  • Received : 2018.11.27
  • Accepted : 2019.02.19
  • Published : 2019.02.28
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Abstract

The purpose of this study is to explore university students' Hanbok rental behavior and to examine factors that influence their intention to rent Hanbok. Questionnaires were distributed in Universities in the Seoul metropolitan area, and the final 202 responses were used for data analysis. For data analysis, descriptive statistics, factor analysis, cluster analysis, t-tests, and multiple regressions analysis were used. Sixty-one percent of those who have experienced Hanbok rental said they rented Hanboks to experience tourism and 22 percent said they rented Hanboks to take pictures, and the main rental places are tourist attractions such as Jeonju Hanok Village. Respondents indicated that the design and color of Hanbok were important product attributes when they consider renting a Hanbok. They also indicated that the opinions of other users posted on the Internet/Social Network were their main source of information for Hanbok rental. The result of cluster analysis showed that there were two groups of Hanbok rental consumers based on clothing consumption values: novelty-seeking group and practicality-seeking group. The two groups were different in terms of few factors of the benefit sought of Hanbok rental, product attributes, and information sources. Regression analysis revealed that traditional culture perception, purpose-built Hanbok pursuit benefit, pragmatic pursuit benefit, attitude toward Hanbok, and the previous Hanbok rental experience significantly affected respondents' intention to rent Hanbok. Based on the results, this study summarizes the key features of each group and provides suggestion for developing strategic marketing activities.

Keywords

Table 1. Questionnaire Development

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Table 2. Hanbok Rental Experiencer’s Hanbok Rental Behavior

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Table 3. Product Attributes and Information Sources Considered When Rent a Hanbok

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Table 4. Results of Factor Analysis on Consumption Value

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Table 5. Cluster Analysis of Consumption Value

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Table 6. Results of Factor Analysis on Benefit Sought

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Table 7. Consumption Value Group Difference in Consumer’s Rental Behavior

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Table 8. Regression Analysis on Intention to Rent Hanbok

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