한국의류산업학회지 (Fashion & Textile Research Journal)

  • 제25권2호
  • /
  • Pages.175-184
  • /
  • 2023
  • /
  • 1229-2060(pISSN)
  • /
  • 2287-5743(eISSN)
한국의류산업학회 (The Society of Fashion and Textile Industry)
권호 표지
DOI QR코드

DOI QR Code

베트남 유학생의 K-패션 수용 행동 탐색

An Exploratory Study on K-Fashion Acceptance Behavior among Vietnamese International Students in Korea

  • Min Kyoung Jung (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University) ;
  • So Jung Yun (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University)
  • 투고 : 2023.03.17
  • 심사 : 2023.04.25
  • 발행 : 2023.04.28
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

This study explores aspects of Vietnamese students' acculturation and acceptance behavior of K-fashion, based on the theory of planned behavior (TPB). In-depth interviews were conducted with 8 Vietnamese international students in Korea. The results of the study firstly indicate that K-fashion acceptance behavior of Vietnamese students reflected eight values of K-fashion, two motives of behavior, and two types of K-fashion acceptance behavior. Vietnamese students generally displayed a favorable attitude toward K-fashion. They all switched to K-fashion styles and actively showed their styles through SNS. Second, there was a difference in K-fashion behavior depending on whether the motivation for acculturation was of an active or inactive nature. The distinction between these two groups was determined by applying behavioral reasoning theory (BRT). Students whose motivation for learning Korean was an interest in Korean culture were characterized by active behavior in adapting to Korean culture, while those whose motivation for learning Korean was for strategic reasons, such as finding a good job, exhibited inactive K-fashion acceptance. This study has academic significance in that it enhances the understanding of Vietnamese consumers through the K-fashion acceptance behavior of Vietnamese students in Korea. Vietnamese students who actively embrace K-fashion play an important role in spreading K-fashion, so it could be beneficial to establish a strategy for promoting K-fashion in collaboration with them.

키워드

과제정보

본 연구는 대한민국 교육부와 한국연구재단의 지원을 받아 수행된 연구임(NRF-2020S1A5A2A03042980).

참고문헌

  1. Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. doi:10.1016/0749-5978(91)90020-T 
  2. Bae, J. W., & Park, H. C. (2020). Exploring the motivation factors of Vietnamese girl students for studying in Korea. Contemporary Society and Multiculture, 10(4), 1-35. doi:10.35281/cms.2020.11.10.4.1 
  3. Berry, J. W. (1992). Acculturation and adaptation in a new society. International Migration, 30, 69-69.  https://doi.org/10.1111/j.1468-2435.1992.tb00776.x
  4. Berry, J. W. (2003). Conceptual approaches to acculturation. In K. Chun, P. Balls-Organista, & G. Marin (Eds.), Acculturation: Advances in theory, measurement and applied research (pp. 17-37). Washington, DC: American Psychological Association. 
  5. Chirkov, V. I., Safdar, S., de Guzman, D. J., & Playford, K. (2008). Further examining the role motivation to study abroad plays in the adaptation of international students in Canada. International Journal of Intercultural Relations, 32(5), 427-440. doi:10.1016/j.ijintrel.2007.12.001 
  6. Choi, H. J. (2009). Study on the characteristics pertaining to the acculturation strategies among immigrated women in Korea. Korean Journal of Social Welfare, 61(1), 163-194. doi: 10.20970/kasw.2009.61.1.007 
  7. Cho, E. S., Lee, J. M., & Rha, J. Y. (2017). Effect of country image on product evaluation and purchase intention of Korean products - Evidence from Vietnam, Indonesia, and Malaysia. Family and Environment Research, 55(2), 153-166. doi:10.6115/fer.2017.012 
  8. Choo, H. J., Lee, H. K., & Xie, J. (2022a). Consumers' cultural identity under glocalization: Vietnamese consumers' global and national identities and their cross-cultural consumption. Asia Pacific Journal of Marketing and Logistics, (ahead-of-print). doi:10.1108/APJML-10-2021-0740 
  9. Choo, H. J., Jang, J. Y., Baek, E., Lee, H. K., & Kim, H. (2022b). A study on the multidimensional consumption value of Vietnamese MZ generation -Focusing on the relationship between consumption value factors, Demographic characteristics, and global consumption propensity. Journal of the Korean Society of Clothing and Textiles, 46(5), 848-867. doi:10.5850/JKSCT.2022.46.5.848 
  10. Chung, J. K. & Yang, K. M. (2004). Recent developments in acculturation theories, Korean Journal Psychology, 23(1), 101-136. 
  11. Colaizzi, P. F. (1978). Psychological research as the phenomenologist views it. In R. Valle & M. King (Eds.), Existential phenomenological alternatives for psychology (pp. 48-710). Oxford University Press. 
  12. Diddi, S., Yan, R. N., Bloodhart, B., Bajtelsmit, V., & McShane, K. (2019). Exploring young adult consumers' sustainable clothing consumption intention-behavior gap: A behavioral reasoning theory perspective. Sustainable Production and Consumption, 18, 200-209. doi: 10.1016/j.spc.2019.02.009 
  13. Fishbein, M., & I. Ajzen. (1975). Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research MA.: Addison-Wesley.
  14. Gupta, A., & Arora, N. (2017). Understanding determinants and barriers of mobile shopping adoption using behavioral reasoning theory. Journal of Retailing and Consumer Services, 36, 1-7. doi:10.1016/j.jretconser.2016.12.012. 
  15. Han, A. R. (2021, August 3). Which foreign language do Vietnamese prefer to study? Kotra News. Retrieved June 5, 2022, from https://dream.kotra.or.kr/kotranews/cms/news/actionKotraBoardDetail.do?SITE_NO=3&MENU_ID=180&CONTENTS_NO=1&bbsSn=243&pNttSn=190054. 
  16. Hofstede Insights. (2022). Hofstede Insights. Retrieved June 5, 2022, from https://www.hofstede-insights.com/country-comparison/southkorea,vietnam 
  17. Homer, P. M., & Kahle, L. R. (1988). A structural equation test of the value-attitude-behavior hierarchy. Journal of Personality and social Psychology, 54(4), 638. 
  18. Jeong, G. Y. (2020). The influence of Vietnamese consumers' interest for Korean wave on Korean brand aura. The Journal of Business Education, 34(1), 43-63. doi:10.34274/krabe.2020.34.1.003 
  19. Kang, Y. H., Lee, H. K., & Kim, W. B. (2020). A Qualitative study on acceptance of Korean wave culture and internalization of ideal beauty among Vietnamese female students in Korea. Fashion & Textile Research Journal, 22(4), 456-468. doi:10.5805/SFTI.2020.22.4.456 
  20. Linh, L. (2015). Cross-cultural study on predictors of eWom behavior of Korean and Vietnamese SNS users - Based on Hofstede's cultural dimensions theory. Unpublished master's thesis, Hanyang University, Seoul 
  21. Liska, A. E. (1984). A critical examination of the causal structure of the Fishbein/Ajzen attitude-behavior model. Social Psychology Quarterly, 47(1), 61-74. doi:10.2307/3033889 
  22. Ministry of Education. (2022, August 30). Announcement of 2022 education basic statistics survey results. Korean Education Statistics Service. Retrieved September 20, 2022, from https://kess.kedi.re.kr/post/6761899?itemCode=04&menuId=m_02_04_02 
  23. Park, C. M. (2012). The impact of individualistic, family, social characteristics of immigrant women on marriage on social integration - A focus on mediating effect of cultural adaption. The Korean Journal of Local Government Studies, 16(3), 416-436. 
  24. Son, J. A., Kim, S. Y., Choo, H. J., & Nam, Y. J. (2015). Clothing adaptation and clothing consumption behavior according to acculturation in married Chinese immigrant women. The Research Journal of the Costume Culture, 23(6), 972-986. doi:10.7741/rjcc.2015.23.6.972 
  25. Son, J. A., Nam, Y. J., & Kweon, J. H. (2013). Study on clothing life of Korea-Vietnam multicultural families - Focus on clothing behaviors and attitudes toward traditional dresses. Journal of the Korean Society of Costume, 63(6), 127-139. doi:0.7233/jksc.2013.63.6.127  https://doi.org/10.7233/jksc.2013.63.6.127
  26. Tandon, A., Dhir, A., Kaur, P., Kushwah, S., & Salo, J. (2020). Behavioral reasoning perspectives on organic food purchase. Appetite, 154, 104786. doi: 10.1016/j.appet.2020.104786 
  27. Tartakovsky, E. (2012). Factors affecting immigrants' acculturation intentions - A theoretical model and its assessment among adolescent immigrants from Russia and Ukraine in Israel. International Journal of Intercultural Relations, 36(1), 83-99. doi:10.1016/j.ijintrel.2011.02.003 
  28. Westaby, J. D. (2005). Behavioral reasoning theory - Identifying new linkages underlying intentions and behavior. Organizational Behavior and Human Decision Processes, 98(2), 97-120. doi:10.1016/j.obhdp.2005.07.003 
  29. Woo, H. A., & Noh, J. H. (2022). The effects of SNS WOM information characteristics on Korean tourism attitude, WOM intention, and behavioral intention - Focusing on Vietnamese students. International Journal of Tourism and Hospitality Research, 36(5), 139-153. doi:10.21298/IJTHR.2022.5.36.5.139 
  30. Wu, E. K., & Mak, W. W. (2012). Acculturation process and distress: Mediating roles of sociocultural adaptation and acculturative stress. The Counseling Psychologist, 40(1), 66-92. doi:10.1177/0011000011410893