• Journal of the Korean Society of Clothing and Textiles
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• v.48 no.2
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• pp.269-281
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• 2024

This study analyzed the influence of consumers' perceptions and benefits sought from Hanbok on purchasing behavior. Selection criteria and purchase intentions were used to study Hanbok purchase behavior. Data were collected from 332 female respondents between the ages of 20 and 50 using questionnaires and analyzed with SPSS. Hanbok perception was determined by three factors: pride, development potential, and appearance suitability. Benefits sought from Hanbok were determined by another set of three factors: personality, tradition, and comfort. In selecting Hanbok, pride and development potential influenced design, and pride influenced convenience. All perception factors influenced Hanbok purchase intentions, with development potential being the most important factor. As for Hanbok benefits, consumers were classified into three groups: groups seeking high-quality Hanbok, groups seeking tradition/personality, and groups seeking comfort. When selecting Hanbok, design was less important to the group seeking comfort than the other two groups. The group seeking high-quality Hanbok valued convenience the most and had the highest purchase intentions.

• International Journal of Costume and Fashion
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• v.11 no.2
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• pp.13-24
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• 2011

This study explores the opportunities for new market of traditional Korean costumes, Hanbok, following not only the consumer's needs and wants, but marketing trends of fashion industry. This paper is the exploratory consumer research of fusion Hanbok, it aims at examining how consumers wear fusion Hanbok. Study participants were limited to mothers who wore Korean-fusion Hanbok to their baby's first birthday party once or more. A total of 221 respondents completed online questionnaires. The results of this study are as follows. First, regarding the reasons of wearing fusion Hanbok is a beautiful and traditional dress although traditional Hanbok is uncomfortable and inconvenient. Second, the most satisfactory aspect of fusion Hanbok was found to be its design. Satisfaction with the color, size and length was also high. Third, most female consumers in their 20s and 30s have stronger preferences for and intentions of purchasing fusion Hanbok. Some people criticize that as fusion Hanbok is westernized in its designs and materials, it has lost the classical beauty and impression of traditional Hanbok. However, if no one routinely wears Hanbok, Hanbok will never be popularized or globalized. This study suggest that traditional Hanbok should be improved by developing effective merchandising strategies based on consumer needs for traditional Hanbok such as various product assortment and promotion strategies using traditional Korean beauty. So, traditional Hanbok could be retained and succeeded in the future by improving consumers' dissatisfactions of traditional Hanbok and creating the new market of traditional Hanbok in which fusion Hanbok are produced focused on consumers' needs and market environments.