명품한복 소비자의 라이프 스타일과 구매행동 = The life style and purchase behavior of consumers of prestige hanbok

국문 초록 (Abstract)

영문초록:The accelerated globalization in the 1990s raised more interests in Korean tradition and culture. In the arena of fashion, it become more focused on the expression of Korean identity and has been pursuing quality, individuality and variety of designs. This study defines luxury Korean dresses and categorizes its consumers and buying patterns in terms of their lifestyles, and examines the differences among these lifestyle groups in preferred images of luxury Korean dresses and the criterion on which they make their purchasing decisions. This study is based on a research conducted by questionnaires targeted for the luxury Korean dress consumers who are mainly women in their 20s and above, and live in Seoul. The questionnaires were carried out from September to October 15th, and total of 216 papers were used for the final data analysis. SPSS Window 10.0 was used for analyzing the collected data. Various analytic tools were employed including Prerequisite Analysis, Cronbach's α Analysis, Congregative Analysis, Intersection analysis, One-way ANOVA, Multi Regression Analysis and Duncan-test.The summary of the research is as follows.First of all, people who buy more than one suit of luxury Korea dresses a year accounts to more half of consumers. The occasions are for weddings and family events which implies that they purchase the Korean dresses regularly. The price range of a luxury Korean dress is between 500 thousand Won to 1.5million Won. The main buying sources are friends followed by family generally by word of mouth. Pictorial magazine came high in mass media. The main location of Korean dress shops are Cheongdam-dong and Apgujeong-dong. The buying criterions and priorities are color, quality, material, needlework and design. Adornment and rarity did not come as a high importance compared to other properties. For preferred images, high quality came first followed by sophisticated and intellectual images. Sumptuous, common and ornamental images are not very preferred.Secondly, analyzing the lifestyle of luxury Korean dress consumers, they could be classified as groups which are self-driven/socially active, wealth/appearance seeking, family oriented/ socially active , self-driven/wealth seeking. Thirdly, the preferred images based on different lifestyles are divided into five image models which are splendid, elegant, unique, simple and traditional. Elegant image is aspired by self-driven/socially active type. Traditional image is sought by self-driven/socially active type and wealth /appearance oriented type. Fourthly, the buying criterion of in each lifestyle groups differs significantly in material, brand and needlework. Self-driven/socially active group takes more importance in material, brand and rarity than other groups. Fifthly, the frequency of purchases and price range of luxury Korean dresses, and the frequency of purchases of ordinary Korean dresses were all found to be higher in self-driven/socially active than other lifestyle groups. Sixthly, the demographical characteristics in each lifestyle group in terms of occupation, education, experience in studying abroad, total income, expenditure on clothing, frequency of clothing purchases, frequency of purchasing luxury goods were all found high in self-driven/socially active group. According to the lifestyle of consumers, the purchasing pattern, uses, and the location of shops varies. Based on these findings, we can draw a conclusion that consumer lifestyles do have an effect on purchasing luxury goods. Especially, self-driven/socially active group pays higher price and buys luxurious Korean dresses for parties. Family and friends usually spread shopping tips acting as the main buying sources. The self-driven/socially active group which is the main consumer of luxurious Korean dresses is considered to have specific preferences in images and buying criterions. Therefore, taking into these considerations could help to establish an effectual marketing strategy in luxury Korean dress market