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
- 저널정보
- 한국복식학회 International Journal of Costume and Fashion International Journal of Costume and Fashion Vol.11 No.2
- 발행연도
- 2011.12
- 수록면
- 13 - 24 (12page)
- DOI
- 10.7233/ijcf.2011.11.2.013
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초록· 키워드
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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 hove stronger preferences for and intentions of purchasing fusion Hanbok Some people criticize that as fusion Hanbok a westernized ten its designs and materials, it has Inst 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.
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