한국 전통신발에 대한 남녀 대학생들의 착용실태와 인지도

황춘섭(Hwang Choon-Sup),박은혜(Park Eun-He),변희화(Byun Hee-Hwa),서주연(Shu Joo-Hyun),한나래(Han Na-Re) 한복문화학회 2011 韓服文化 Vol.14 No.3

In order to acquire information needed in establishing an effective policy for the preservation, succession, and improvement of Korean traditional culture, the present study attempted to analyze the present status of the Korean traditional shoe market, as well as college students' attitudes toward the Korean traditional culture of shoes. The study was implemented through a descriptive survey method using a self-administered questionnaire and field observation. The results were as follows. The survey results indicated that most customers of traditional shoe markets, located on 6th Street Jongro, Gwangjang Market, and Insadong purchase traditional shoes for weddings, exhibitions, or other special events. The stores located in Jongro and Gwangjang Market operate as both wholesale and retail outlets, while the stores in Insadong are a type of retail market. College students' attitudes toward traditional shoes were considerably positive in terms of the shoes' cultural value and beauty in spite of the students' low level of interest in traditional shoes They showed a high level of intention to wear traditional shoes in the future, but not for use in daily life. Rather, they plan to wear such shoes for special events, such as weddings and traditional holidays.

논문편 : 미국 의류직물산업의 경쟁력 강화정책 고찰

황춘섭 ( Choon Sup Hwang ) 대한가정학회 1989 Human Ecology Research(HER) Vol.27 No.2

소비자의 스포츠 관여도가 스포츠 스폰서십에 대한 태도와스포츠웨어 브랜드 자산 및 구매의도에 미치는 영향

황춘섭 ( Choon Sup Hwang ),최미현 ( Mi Hyoun Choi ) 복식문화학회 2013 服飾文化硏究 Vol.21 No.6

Sportswear brands in particular have been intensely competing to get an opportunity to prove the value of their new technology and products through sports sponsorship. The purpose of this study was to examine the relationship among sports involvement, the attitude toward sports sponsorship carried by sportswear brands, brand equity, and purchase intention of the products of the sponsor`s brand. The study was implemented though a descriptive survey method using a questionnaire. The sample consisted of 455 men (n=289) and women (n=166) in their twenties, residing in Seoul and Gyeonggi area. Data were analyzed by confirmatory factor analysis, correlation analysis, and path analysis of structural equation modeling. The results revealed that sports involvement has an influence on the consumers` attitudes toward sports sponsorship performed by sportswear brands. Also, the sports sponsorship attitude of consumers had an influence on the brand equity and purchase intention toward the sponsor`s brand products. It was notable that the attitude toward the manner of sponsoring of the sponsor than the contents itself of the sports event sponsored had an influence more on brand loyalty. Among the component factors of brand equity, brand loyalty showed the biggest impact on purchase intention. Considering the results, in order for sports sponsorship to be more effective, sports involvement of the target market should be considered more carefully.

시기 및 주제별 창작 한국무용 의상의 형태적 특성 - 서울 국제무용제 출품작을 중심으로 -

황춘섭(Choon-Sup Hwang),이지연(Ji-Yeon Lee) 한복문화학회 2004 韓服文化 Vol.7 No.3

Contemporary Korean folk dance has changed a lot since it was introduced for the first time in the 1930's just as a modified Korean traditional dance. It is still difficult to identify exactly what contemporary Korean folk dance is, and what the relations and differences are among contemporary creative Korean folk dance, traditional Korean folk dance, and western dance. Many researchers have been trying to organize this field in historical and theoretical ways, but there are still some problems yet unsolved. The purpose of the present study was to examine the trend of costumes in contemporary creative Korean folk dance according to the time periods and themes of the works. The idea that the most important changes and trials for contemporary creative Korean dance took place in the 1980's and 1990's is generally accepted. And the Seoul International Dance Festival has been the center of the development of contemporary creative Korean folk dance. Therefore, the study analyzed the works performed at the Seoul International Dance Festival from 1980 to 2000. This study collected 81 works that were available as video tapes, photographs, or catalogs. The works were classified by themes categorized by Kim Byung Seok (1996), and the costumes of each period were analyzed according to the constructional elements of costumes.<br/> The study resulted in the following conclusions:<br/> (1) The trend of dance costumes has not changed a lot in the contemporary creative Korean dance field during the period.<br/> (2) In the 1980's, the elements of dance costumes were very similar to traditional Korean dance costumes. Neck lines, sleeves, skirt lengths and even accessories were hardly modified.<br/> (3) For the influence of post-modernism, there were some experimental trials in the field of creative Korean dance in the 1990's. Some unusual costumes were actually introduced in this period.<br/> (4) No differences were found in costumes according to themes of the works.

고등학생의 자아개념에 따른 진(jean) 브랜드 의류 위조품 구매태도

황춘섭 ( Choon Sup Hwang ),오태희 ( Tae Hee Oh ) 대한가정학회 2008 Family and Environment Research Vol.46 No.5

소구 유형별 Jean 의류광고에 대한 소비자 태도

황춘섭(Choon Sup Hwang) 한국복식학회 1998 服飾 Vol.37 No.-

The present study was made to contribute to the improvement of the quality of jeans wear advertising, and to the establishment of more effective advertising policy by which the jeans wear advertisements can go well with the unique characteristics of jeans wear. The study analyzed thd consumer`s attitude and dimention of affective responses toward jeans wear advertisements by types of appeal. The research was implemented through the survey with a representative sample of 344 consumers residing in Seoul. Means, Standard Deviation, ANOVA, Duncan Test, Facor Analysis and Regression were imployed to analyze the data gathered. The results of the study are as follows ; (1) There are four dimentions of affective responses toward jeans wear advertisements ; upbeat-activation dimention, erotic-activation demention, calm-emotional dimention, negative emotional demention. (2) According to consumer`s sex, there are significant differences in each dimention of their affective responses. Toward sex-appeal advertisements, men show high degree of affective responses in upbeat-activation dimension and calm-emotional dimension. (3) There is a probability that non-sex-appeal advertisemtnt covers wider range of consumer than sex-appeal advertisement. (4) There is no significant difference in affective responses toward both sex-appeal and non-sex-appeal adveritsement of jeans wear between and among sex · age and involvement level of consumer. (5) Men prefer sex-appeal advertisement to non-sex-appeal advertisement, while there is no significant differences between the attitude of female consumers toward sex-appeal advertisement and non-sex-appeal adverisement. (6) In particular, age of 15∼18 and 30∼35 group of female consumer show very positive attitude toward sex-appeaal advertisement. Therefore, there is a need to segment female jeans wear market by age groups. (7) According to the age and thd involvement level of consumers, there is a significant differences in their attitudes toward advertisement. In case of male consumers, group of low lever involvement prefer sex-appeal adverisement to non-sex-appeal advertisement. While high level involvement group did not show any significant differences between the attitude toward sex-appeal adverisement and the atttitude toward non-sex-appeal advertisements. And the age of 15∼24, low level involvement group of female consumers also more positive attitude toward sex-appeal advertisement than toward non-sex-appeal adverisements.

한 , 미 여대생의 신체적 자아개념에 따른 의류잡기 광고 태도

황춘섭(Choon Sup Hwang),Nacy J Rabolt 한국복식학회 2001 服飾 Vol.51 No.8

The present study attempted to compare the behavioral patterns and attitudes of American and Korean female students toward apparel ads in magazines in relation to their physical self-concept. The study used a self-administered questionnaire. The sample consisted of 730 female students majoring in the fields related to clothing and textiles: 310 American students at six colleges and universities located in the west, northeast and southwest parts of the U.S., and 412 Korean students at four Seoul-based universities. Likert scales were used for most measures with 1 =never or very unimportant and 5 =always or very important. Physical self-concept was measured on the basis of W. S. Jung`s Standardized Self-concept Test and Tennessee Self-concept Scale. Surveys were back translated for validity. Percentage, t-test, Contingency Tables and Chi-square were used for the analysis of the data. Results are as follows: (1) Korean students read more magazines than U.S. students, however, Vogue was the most popular for both groups, (2) Those with a high sense of physical self-concept read more magazines, for both countries. (3) American students` attitudes toward apparel ads in magazines were similar, regardless of whether their sense of physical self-concept was high or low. For Koreans, those with higher sense of physical self-concept showed greater interest in magazine ads, consulted magazines for fashion trends, found ads more useful, and more often expressed satisfaction with the ads, than the lower self-concept group. (4) Korean students cited a lack of information in ads while American students felt body types of models were unrealistic. Both Koreans and Americans in the higher self-concept group expressed a greater level of dissatisfaction with apparel ads in magazines. (5) Advertisers should attempt to again a deeper understanding of the socio-psychological characteristics of their readership as self-concept appears to be related to several magazine readership attitudes and behaviors. Magazines targeting Americans might consider the importance of coordination and merchandising. Apparel ads targeting Korean should consider the importance of company ads.

우리나라 의류제품의 소매유통 구조

황춘섭(Hwang Choon-Sup),박은혜(Park Eun-Hea) 한복문화학회 2009 韓服文化 Vol.12 No.1

In order to collect information needed for comprehensive understanding of clothing distribution channel in domestic clothing market, the present study analysed the traits of distribution by the categories of clothing in terms of the type and the number of stores that each brand has. The study also examined the influence of turnover and capital size on the total number of stores. The study was implemented through content analysis. The categories of clothing examined in this study were women's formal wear, women's casual wear, men's wear, casual wear, sports wear, children's wear, and inner wear. Descriptive statistics, x² and stepwise regression analysis were employed for the analysis of the data. The results are as follows: It was found that the number of stores has been increasing recently. In general, the number of stores offering high-priced product brands was smaller than that of low-priced product brands. The results showed the tendency that department stores and brand-owned stores has been decreasing since 1997. The distribution channels are becoming more varied in each category, and the number of brands using on-line channels has been increased consistently in all categories of clothing. The total number of stores is more influenced by turnover than capital size.

여고생의 자아개념에 따른 의복구매행동 특성

황춘섭(Choon Sup Hwang) 한국복식학회 1999 服飾 Vol.43 No.-

The objectives of the present study were to investigate the relationship between self-concept and clothing buying pattern of Korean high school girls by finding out the differences of buying pattern in accordence with their self-concept. The method employed to conduct this study was normative-descriptive survey using questionnaires. Subjects were 438 high school girls in Seoul and the survery was implemented from the begining of May 1998 to the end of June 1998. The questionnaires were completed by students during class. Mean, Standard Deviation, Chi-Square and t-test were employed to analize the data gathered. The results are summarized as follows: (1) The group who has the higher score in total positive self, self identity, self satisfacton, self behavior, physical self, moral ethical self, personal self and family self cares more about economical efficiency of clothing than the group who has the lower score. (2) The group who has the higher score in totoal positive self, self satisfaction, personal self, and family self attachs greater importance to the practical use of clothing than those who scored lower with in said categories of self concept. (3) The group who has the higher total positive self score cares originality more than the group who has the lower score when they purchase outdoor garment. (4) The group who has the lower social self score cares modesty and ostentation more than the group who scored higher in social self. (5) The group who has the higher score in positive self, self behavior, personal self, and family self cares about convenence in care and maintenance of the clothing than the group has the lower score. (6) Friends, buying and use experiences of herself, and the observation of other`s attire are the main source of fashion information for the present Korean high school girls. The group who has the higher score in total positive self, personal self, family self, self identity, self satisfaction, self behavior uses their own experiences more often as a source of fashion information than those who scored lower with in said categories of self concept. The group who has the higher score of total positive self, personal self, family self, self identity, self satisfaction, self behavior uses family members more often as a source of fashion information than those who scored lower with in said categories of self concept. The group who has the higher score in physical self uses magazine and printed catalogs more often than those who scored lower with in said categries of self concept. The group who has the higher score in social self uses newspapers more often than the group who scored lower in it. The group has the higher score in self identity and self behavior uses store displays more often than the group who scored lower. (7) Bonded processing goods stores or fancy goods shops (haberdashery) located in trendy shopping district, discount stores, and outlet stores of the famous manufactures are main places where Korean high school girls buy their outdoor garments. The group who has the higher score in social self, self identity, and personal self uses department stores more often and rarely shops at bonded processing goods stores or fancy goods shops located in thendy shopping district compared to those who scored lower with in said categories of self concept.

주부의 의생활양식에 따른 유아복 점포 행동

고용희(Yong Hee Koh),황춘섭(Choon Sup Hwang) 한국복식학회 1999 服飾 Vol.48 No.-

The purpose of the present research is to investigate the effect of fashion lifestyle on babies` clothing shopping attitude of housewives. In this study, shopping attitude includes criteria for shop selection, prefered types of shop and prefered shop atmosphere. Subjects are 447 housewives residing in Seoul. Bundang. Illsan and Pungchon, and having child under 4 years old. Data was analyzed by factor analysis, cluster analysis, analysis of variance and chi-square, The results of the stdy are as follows : 1. Housewives can be classified into four groups according to their fashion lifestyle, the group of planned buying, conservative/practical group, the group of self- actualization/individuality, and the high involved and care for shopping group. 2. Fashion lifestyle is different according to their age. The high involved and care for shopping group have the lager proportion in twenties than thirties. The conservative/practical group have a larger proportion in thirties. 3. The factors of shop selection which serve as criteria for shop selection are efficiency of shopping, such as variety of design and size, the constitution of the shop, prestige of the shop, the quality of service, environment around shop, quality of goods, convenience to care about babies, fashionable goods, location of the shop, and price of goods. The group of self actualization/personality prefers shops carrying fashionable and unique style of babies` clothing and showing prestige. The conservative/practical group prefers shops carrying good quality clothing and having variety in size and design. The high involved and careful shopping group prefers shops having wide space as well as carrying fashionable goods. 4. Among the types of babies` clothing shops, department stroe is the most preferred. Low-price brand shop is followed by traditional open market. The conservative/practical group and the group of planned shopping use department strores, national bran shops, street shops and import shops more often than other groups. 5. The result of the study indicates there are considerable differences in housewives` attitudes of babies` clothing shopping according to their own fashion lifestyle. Therefore, the retailer of babies` clothing should decide their marketing policy on the basis of the understanding and analysis of costomer`s fashion lifestyle, And they have to reflect their costomer`s shopping attitudes on their marketing policy to improve the satisfaction of both, consumer and retailer as well.