• Journal of Digital Convergence
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• v.17 no.2
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• pp.339-345
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• 2019

This study explores the Experiential Theory of John Dewey and Donald Norman's definition of user experiences to analyze the new cultural experience of trying on Hanbok among the young generation. In order to find out the demographic characteristics, the survey was conducted online. An in-depth interview was held among six women in their 20's who were randomly selected to obtain diverse consumer's opinions. According to the interview, rather than recognizing the traditional beauty of Hanbok, the interviewers recognized the aesthetic sensibility of modernized Hanbok. In addition, the uniqueness of wearing Hanbok which has become the non-ordinary culture and the desire to share the experience is analyzed through characteristics such as particularity. In order to develop cultural contents that are highly marketable, consistent analyzation and research of the fluctuating desire of customers are essential since users perceive their experience to be special.

• Science of Emotion and Sensibility
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• v.25 no.4
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• pp.33-44
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• 2022

Rental services have recently come to be provided in which people can experience traditional Korean culture in the form of Hanok villages, allowing everyone can easily rent and wear hanbok, a traditional Korean garment, regardless of gender and age. Users of hanbok rental services share photos of themselves wearing hanbok on social media, contributing to the increasing popularity of hanbok experiences. However, the trend of wearing hanbok has no become established in people's daily lives, apart from the specific places that offer hanbok experiences. To promote hanbok as everyday clothes, hanbok design should be developed to provide wearers with both convenience and emotional satisfaction. Using 28 emotion words that express consumers' emotions toward hanbok that were extracted from previous studies, this study measured consumers' emotions toward different types of hanbok with on a seven-point Likert scale. Emotion words and categories that obtained scores of five points or above, signifying a rating of "felt fairly" or higher in relation to specific hanbok types were extracted. This study also examined differences in the average scores for emotional categories according to hanbok types and gender. The results indicated that only average scores for the "favorable feeling" category showed a significant difference between men and women. Finally, differences in the average scores for emotional categories were examined by classifying hanbok types: traditional (e.g., baenaet-jeogori, saekdong-jeogori, traditional hanbok for adults, and traditional wedding clothes) and modern (e.g., daily hanbok for children, for women, and for men). The results indicated significant differences between traditional and modern hanbok in six emotional categories (i.e., the cheerful, esthetic, harmonious, fresh, favorable, and stable feeling). This study derived analytic results for terms related to emotions that hanbok wearers feel according to types of hanbok. The findings can be used by hanbok retailers and rental services to provide consumers with greater emotional satisfaction.

• Journal of the Korean Institute of Landscape Architecture
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• v.45 no.3
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• pp.80-91
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• 2017

This study identifies factors of Hanbok-trippers - a term for people who dress in Hanbok(Korean traditional costume) while going on a trip - who converge on Gyeongbokgung Palace by determining the characteristics of class, places to visit and preferred places. This study interprets the voluntary hobby activities of Hanbok-trippers from a viewpoint of a landscape prosumer and the meaning of the urban landscape. As a result of in-depth interviews, on-site survey, and observation surveys focused on Hanbok-trippers, there were various levels of participants. They are classified into three groups - leading group, entry group, temporary-experience group - according to their cognitions, types of Hanbok use, activities, etc. The leading group and entry group are a voluntary hobbyist class due to the ongoing tendencies of their participation. There are differences in the purpose and factors of visiting Gyeongbokgung Palace as a place for a Hanbok-trip. The leading group visited Gyeongbokgung Palace for cultural activities, regular get-together, public relations, and as a gathering place to go neighboring destinations. In this case, the main factors of the visit are the traditional landscape, convenient transportation, chances for traditional culture exhibitions and events in Gyeongbokgung Palace and its neighborhood. The entry group visits Gyeongbokgung Palace because of its traditional landscape and cultural activities nearby. The traditional landscape and many Hanbok-trippers are main factors of visiting Gyeongbokgung Palace for the Temporary-experience group. This study found that Gyeongbokgung Palace has a new sense of place of 'Introductory course of Hanbok-trip', 'Hanbok Playground' because temporary-experience group visits there to experience a Hanbok-trip for the first time. Hanbok-trippers consume places and landscape in actual places offline, producing a new landscape at the same time, and has the characteristics of a 'landscape prosumer' by producing landscape images online through their own personal or social media. Their colorful and voluntary movements contribute to the dynamism of the urban landscape and can become a new cultural asset for the city. The voluntary hobbyist class can be considered a new type of participants in bottom-up planning such as urban regeneration and place marketing. This study has significance in that it conceptualized the 'landscape prosumer' through the voluntary hobbyist class of Hanbok-trippers with the concept of the 'prosumer' that has been studied only in the consumer studies and marketing fields, and has identified the significance of the urban landscape.

• Journal of the Korean Society of Clothing and Textiles
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• v.41 no.4
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• pp.698-708
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• 2017

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.

• The Research Journal of the Costume Culture
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• v.25 no.3
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• pp.405-418
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• 2017

The purpose of this study is to investigate changes in the rental Hanbok market and consumer during the past 10 years. This study was done by analyzing internet news about rental Hanbok and in-depth interview. The results provide basic data that can be used to understand the rental Hanbok market. Results showed the followings: First, the rental Hanbok market has expanded and consists of two types of rental Hanbok; ceremonial and experiential. The experiential Hanbok is new but a big part in rental Hanbok market. It is not existed until 2007 but it accounted for more than 60% of internet news about rental Hanbok in 2016. Second, there is a significant difference in consumer behavior between the two types of rental Hanbok. Ceremonial Hanbok showed consistent consumer behavior between 2006 and 2016. Consumer want to get benefits such as TPO(occasion suitability), economy, exhibition, trendy and exceptionality through renting Hanbok. On the other hand, experiential Hanbok, consumers are motivated by having unique, conformity and sharing memories. Based on these results, different sets of information reveal the unique features of the two types of rental Hanbok. And also needed to develop new designs and marketing strategies for them.

• Journal of the Korean Society of Clothing and Textiles
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• v.46 no.2
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• pp.331-348
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• 2022

This study explores the value structure of experiential rental Hanbok companies using the means-end chain theory. For this, soft laddering was conducted for nine experiential rental Hanbok companies located in Jeonju Hanok Village. Next, the value structure was created. The results are as follows. First, the elicited values are in the following order: "creation of wealth," "promotion of Korean culture," "aesthetic value," "self-actualization," "community development," and "transmission of tradition." Second, most attributes are connected to "creation of wealth." Third, "promotion of Korean culture" and "community development" are similar to Holden's instrumental values. Fourth, some attributes linked to "aesthetic value" express what the experiential rental Hanbok companies consider to be beautiful. Fifth, the companies pursue "company satisfaction" through "consumer satisfaction" and "company differentiation," which leads to "self-actualization" and "aesthetic value." Sixth, it seems that "transmission of tradition" can be achieved through "expertise/expert training," indicating that some companies think expertise is necessary for the transmission of Hanbok and do it. This study is significant because it is a new attempt to understand the core values of experiential rental Hanbok companies and provides insights into their growth.

• Journal of the Korean Society of Clothing and Textiles
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• v.44 no.4
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• pp.657-675
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• 2020

This study suggests a direction for design development through an analysis of the experiential rental Hanbok design in Jeonju Hanok Village. As a research method, 268 outfit photographs of tourists wearing experiential rental Hanbok for women were collected as design analysis data from Jeonju Hanok Village. Frequency analysis was then performed by dividing into form, color, material·pattern, and detail. The controversy over the design of experiential rental Hanbok revolves around how and how much tradition is reflected. This is a very important part of the design analysis and development direction. If necessary, traditionality was discussed using the Hanbok style of the Joseon Dynasty as a standard. Development directions derived from the analysis are summarized as follows. First, avoid the distorted shape of skirts. Second, develop underwear for traditional silhouettes. Third, expand traditional colorations and avoid the excessive use of accent colors. Fourth, it is necessary to develop rental Hanbok materials with decorative features. Fifth, there is a need to design flat pattern construction for rental Hanbok that reflects a standardized production method and a changed aesthetics.

• The Journal of the Convergence on Culture Technology
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• v.9 no.5
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• pp.83-90
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• 2023

The recent trend in younger generations of wearing traditional costumes or incorporating fusion hanbok into daily wear necessitates the development of modern hair accessories to complement hanbok. The purpose of this study is to develop practical and modern hair accessory designs inspired by royal women's hair ornaments that complement hanbok, and therefore expand the scope of fashion content development utilizing hanbok culture as well as meeting the demand for various experiences of traditional culture. This research studied the literature on traditional hairstyles and accessories of Queen Yeong and constructed models of these accessories for the purpose of empirical research. The production process first required creating a basic foundation of nylon mesh reflecting the silhouette of a traditional hairstyle, and then grafting a digital textile printed fabric using majestic and extravagant royal relics on top, thus employing the trompe l'oeil technique to ultimately give the impression of wearing traditional jewelry. As a result, a total of six hair accessory designs were completed, produced with hairbands, hair pins, and hair ties. In addition, the accessories are designed to be easily worn regardless of the wearer's hair style, and the stiff yet flexible nylon mesh effectively expresses the shape of a voluminous hairstyle and creates an optical illusion, blending into the hair. These research results present a unique aesthetic and cultural experience to the greater public seeking both daily entertainment and value from rarity.

• Journal of Korean Home Economics Education Association
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• v.31 no.4
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• pp.63-79
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• 2019

The purpose of this study was to suggest valuable maker education programs by implementing and evaluating a Home Economics(HE) maker education program developed based on the content of "Hanbok and Creative Clothing" for high school students. The results of this study are as follows. First, the HE maker education model for high school students was designed and developed. The HE maker education model was developed by integrating and modifying the TMSI model of the maker education model and Laster's HE practical action teaching model. The HE maker education model consisted of 4 steps: tinkering(T: 4-hour class), practical reasoning(P: 3-hour class), making together(M: 4-hour class), and sharing and spreading(S: 1-hour class) with a total of 12-hour lesson plans. The theme of the developed HE maker program is 'Practice and spread of creative traditional culture of life (Hanbok)'. Second, the results of online survey of 240 high school students who participated in this maker class showed that HE maker class had positive effects in the order of experiential(4.26), cognitive(4.22), emotional(4.18), social(4.18), and practical(4.10). It is expected that the findings of this study will contribute to diversifying the curriculum of Home Economics, thereby improving the quality of Home Economics Education.

• Journal of Korean Home Economics Education Association
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• v.23 no.3
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• pp.19-36
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• 2011

We investigated middle school students' awareness of Han-style(Korean cuture) in order to promote it, and developed and applied the Teaching-Learning Lesson Plan according to the traditional clothing culture contents related to Han Style. We selected 5 major fields representing Han Style including Han-gul(Korean alphabet). Han-sik(Korean food). Han-bok(Korean traditional clothes). Han-ji(Korean traditional paper), and Han-ok(Korean traditional house). We analyzed the contents of the food, clothing and shelter in 6 types of high school testbooks under the revised 7th national curriculum, and chose seven traditional clothing-lifestyle culture contents. Also we developed 14-period processes and materials(9 for teachers. 9 for students and 3 for and applied it to usual classes. The mean score of middle school students' awareness of Han Style in the post-test was significantly higher than that in the pre-test. Students evaluated it positively that the classes could raise the pride on the Han-culture and provoke the interest in it through the direct experiencing activities. We suggest that the various themes on Han-style should be developed, and the theoretical classes on the identity as well as the experiencing activities on it.