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- 저자 : 갈량(Ge Liang) (검색결과 1 건)
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한국과 중국 대학생의 전통혼례복에 대한 가치 인식과 선호도가 양국의 수입 패션제품 구매의도에 미치는 영향
갈량(Ge Liang),황춘섭(Hwang Choon-Sup) 한복문화학회 2015 韓服文化 Vol.18 No.3
The purpose of this study was to analyze Korean and Chinese college students’ value perception and preference for their traditional wedding costumes, and also to analyze the influence of their value perception and preference on purchase intention for imported fashion products. The information regarding the relationship between the value perception of traditional wedding costumes and the purchase intention for imported fashion products would provide some basic data required to establish differentiated marketing strategy in the trading between both countries. The study was implemented through a descriptive survey method using a questionnaire. The sample of the study consisted of 200 Korean and 200 Chinese college students who are currently enrolled in a university located in Seoul. The data were analyzed by factor analysis and Cronbach’s α coefficients, ANOVA, and regression analysis. The results revealed that there were no significant differences with respect to Korea and China in college students’ value perception of their traditional wedding costumes. College students from both countries valued their traditional wedding costumes considerably high. While respondents from both countries expressed high preference for traditional wedding costumes in the aspect of design, differences were found between Korea and China in the preference level for traditional wedding costumes in the aspect of their symbolic value. Chinese students displayed a higher preference level for the symbolic value of traditional wedding costumes than Korean students. The results also revealed that students’ value perception and preference for their traditional wedding costumes have influence on purchase intention for imported fashion products in both countries. Students with a higher level of value perception and preference for traditional wedding costumes expressed a lower purchase intention for imported fashion products. This fact would be meaningful in understanding the global consumption culture acceptance level of the two countries.
KCI
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