지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2025.4
- 수록면
- 297 - 311 (15page)
- DOI
- 10.5934/kjhe.2025.34.2.297
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초록· 키워드
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This study aimed to analyze factors influencing consumer attitudes and purchasing intentions towards casual hanbok. The primary objectives were to identify the correlations among clothing pursuit benefits, negative perception of casual hanbok, and fashion innovativeness, and to examine how these factors affected attitudes and purchase intentions towards casual hanbok. A total of 200 responses were collected and analyzed using SPSS 26.0 for exploratory factor analysis, frequency analysis, correlation analysis, regression analysis, and process macro analysis. Results revealed that clothing pursuit benefits led to more favorable attitudes toward casual hanbok, which, in turn, increased purchase intentions. However, a negative perception of casual hanbok, particularly when consumers perceived it as less comfortable, negatively impacted both their attitudes and purchase intentions. These findings suggest that marketing strategies for casual hanbok should focus on improving consumer perceptions and emphasizing aspects of self-expression and individuality. This research contributes to the understanding of consumer behavior regarding casual hanbok and underscores the need for future studies to verify whether promotions emphasizing comfortable fit of casual hanbok can effectively enhance consumer attitudes and purchase intentions.
목차
Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구방법
Ⅳ. 연구결과
Ⅴ. 결론
REFERENCES
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