생활한복의 채택 영향요인에 관한 연구 = 위험지각과 자기이미지를 중심으로

다국어 초록 (Multilingual Abstract)

The purpose of this study was to investigate the effect of perceived risk and product expressive self-image on the consumer`s adoption of casua hanbok. A questionnaire was developed and data collected from 269 women in Pusan. Data were analyzed to investigate the relationship among purchase intention, perceived risk and product epressive self-image. Marketing implication about risk reduction was discussed. The results of this study were as follows. 1. Consumer`s perceived risk on adoption o casual hanbok classified into four factors They were the risk on the confirmation of advantage of casual hanbok, the risk on the negative viewpoint of others, the risk on the complexity of dressing and care, and the risk on the shortcoming of casual hanbok. It was explained that casual hanbok is innovative product. 2. According to the level of adoption of casual hanbok, consumers were categorized into three groups, i.e., adopter, potential adopter, rejector. They differed in the degree of risk perception, age, and subjective knowledge related to casual hanbok. 3. Consumer`s subjective knowledge, age and two types of risk has predicting power to the purchase intention. Consumer`s subjective knowledge was the best predicted factor and risk perception was negatively related to purchase intention. 4. The significant differences among the categorized consumer group was founded in the ideal self image and product expressive self-image. 5. The gap of perception between ideal self-image and product expressive self-image was significantly different in each categorized consumer groups.