The Effects of Personal Value Orientation on the Purchasing Behavior of Natural Dyes

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(1)~~Öë²æ *6² *4^, 2004 _\¢^a. J. Kor. Soc. Cloth. Ind. Vol. 6, No. 4, pp.461-466(2004). *~ ~ö 8 Â ï*® \ ¯ÿö \. Ëã*. ê«^z& N~:¶ The Effects of Personal Value Orientation on the Purchasing Behavior of Natural Dyes Geung-Hae Chang Dept. of Fashion Design, Keimyung College, Daegu, Korea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(6) 462. ~~Öë²æ *6² *4^, 2004j 2.. ^ò \. &~ \ *~ ¯ÿj ~ J«~Jº ¯ÿ"~ 'öB & ~&ö & & ÚæB, *¯ÿ~ ãË $º ¯ÿ j ¢bÊº öÿK¾ ¾bB &~&¢º Bvj ;ã~ ¶ ~& . &~&ö & .V~ öBº &~& G; ê¢ ãþ'b BB~¶ K~&b¾ '¶& 'b J; &~& Nö j Úz~æ pf ^B6 æ'> ® . .V~ &~&ö & &æ ¢¦j ;Ò~ B v', ·' >&öB î² ;ã Ò² Rokeach(1968). . Rokeachº &~&¢º WBvj ;~~B B', Ò²'b F^~º Ï' ç~ §' &~&" ¯ÿ·~ ê' &~&b ªb &~& ÚÏj «{~² ~&. . ê Schwartz(1992)º Rokeach~ &~& ö V>j vîæò ^z Þ'b ÒÏ > ®º &~& Ïj ò. ¶~& . ¾ Bf ç® ^z¾ «v' *Ûj &ê 7, &ò~ ãÖ Bf ÿ¢ &~ Nöj ¦Ã~æ á~& . &~&ö & jv^z (Feather, 1987; BraithwaiteÁLaw, 1985)öBº ^z¾ ¾¢öB êÂB ë ß º"¢ ^zöB FÒ-Þ' º" âj 'Ï~º ©öº ZÒ& ® æ'~ ® . ç~ ¦V &~& G;ê BB &~& ^. ~ ' ¾¢öB~ ^z' ~ N¢ ¦Ã~º . Úê'b Ú^¢ © . &~&" &N Ú j ÚÚ, B~ &~&f &~ º² æË~º & çö V¢ B ¶, &" &ê, æ" &ê, Ò²¾ ¾¢ *Úf~ &ê ³öB ¶ ~º ©b \f © öB Û6j dj > ® (f^, 1982; W' , 1994; NÒ^, 1987). f^(1982)f & ~ &~&j W~º Ú' &~º² j «~V * 12&æ &~º² j B ~& . F¯(Schwartz, 1992; Feather, 1987; BraithwaiteÁ Law, 1985)¢ Æ& fÆ"(1996)f Bv' >&~ &~&" ·' ;~~ &~& ÚÏ~ ®¢~¢ & ~J ~ &, B >&öB îk® º¢ ~º Ï' çö & &~&" æ³'b ¶ ~º Oö & &~& j ª~ ~ &~& ¿ê¢ ;ã~¶ ~& . ç~ Ú &~& j « Ëê~ ö Bº &~&ö & Bv ;~f ·' ;~~ ®¢~ ^B& Ö>Ú¢Æ, Bê &~ $º &~ º²f ê~ ª $ ê&~² Ú^¢ © . ê '~ ^z ²öB ~~º &~& ^~ Bv' ~ N¢ ê ®² V^ j¢ ©b 'B . 2.1.. &~ ²j¯ÿ~ ê \ êf ~ê~ F¯ æb &~&ö &j <² B 2.2.. ¾ Rosenberg(1956)& V&-&~ Î;j Bn~¶, Fishbein (1963), Fishbein & Ajzen(1975)f Rosenberg Î;j & VBê Ú' &çö & ê¢ J« r, B~ & ~& Bvj ê &ç æîº ³W ö & ï& "Ë ~& . f B~ &~&j ÚÊ &ç" &N~ Úz > ìº ãÖ& ôV r^ö çf ?f Ú' &çö & ê¾ ¯ÿj J«~Vö FÏ~æ p ~ . ¾B ê öBº &~&¦ Bv º ß; ç¢ ~º B® ¶Ú~ ³W ö & ï& ¯, ³W 7ºW vj G;~º z &j vî . ~æò Fishbein~ ê Î;öBº ²j¶& ß; B® ~ ³W &Ú ÚÊ ³Wöº z 7ºWj vºæö & J«~æ á~ ® . ¾B Boote(1981)º æ³ ' Bv¢ > ®º B~ &~& ç¢ ~º ß; B®~ ³W ö & 7ºW ï&ö 'Ëj b, çö & êö 'Ëj * ©¢ "Ë~& . Pitts & Woodside(1983)ê B~ &~&" B® ³W ï&, çö & ê~ 'Ëj ¦Ã~¶ ~& . Þ, Henry(1976), Vinson et al.(1977)º &~&" B® ¯ÿ~ ç7' &ê¢ ¦Ã~¶ ® . f B~ &~&¢º WBvf Ö ºç' ¢>' Bvb Ú' ²jçöB ÚÆ B®¾ BjÊ ¯ÿö ' Ëj ~V Ú[ , ²j &N &~& Bæ>~ j ~& . Homer & Kahle(1988)f &~&¯ÿ Î;ö j &~&ê¯ÿÎ; z '.~ jvÖ *¢ ¦Ã: ® . ¾ öBº B~ &~& B® ¯ÿö ç7' 'Ëj á º 6j ¦Ã~ æ á® . V¢B b~ öBº, B~ &~&" Ú' B ® ¯ÿ~ ç7' &ê & jº~ . ß®, B®ßW ¶Ú¾ ¶& B®j Úá² ÒÏ~V * . ~º& ¢º Ïê& .æb ·Ï &ËWj J j¢ © . F¯ öB ÚÚ ®, ßÏ N & ÿ ²jB®~ ãÖº Ò²~ &~& > 'F > ® . ¾ V^®¾, B~ &~& *'b >'>º B®~ ãÖöº B~ &~& Ú' B® . ¯ÿö ç7' 'Ëj ©b 'B . B~ &~&" ~¯ÿ 5 &N j ÚÚ, FF(1999)f ÎB ~ Ò²' &~& ~¯ÿ" ç&&ê& ®rj Ò~&, ËB(2001)f & ~ & ~& ~ ¯ÿö ç7' 'ËK ® ~& . , B~ &~WË ß> ²j¯ÿ¢ > ®º ~ã æË' ~~ B®ö & ê 5 ¾ª¯ÿöê 'Ëj ~ º ©b Ò>Úr (ChangÁPark, 1997). ¦V B~ &~& ~ ê 5 ¯ÿö F~ 'ËKj ~º æ>ªj r > ® . öB ¶~º Â "ïB®f Â"Ò¢ Ò.

(7) *~ ~ö 8 Â ï*® \ ¯ÿö \. Ï~ ò ~~B® 5 nN~B®b ~ã', ïç f ¶Ê# Öj~ / æ¢ Â > ® . $ O Òò j ÒÏ, Úö ±f 'Ëj > ® Ú, ^ç¾ ¢7ö £ 6öê ®~, " ²j¶ ö ² ^wj á ® . f?f Â "ïB® F~ ßWb , B® ~ ãÖº B~ V^¾ &~& . ;~² >'>Úî ©b 'B . ß®, B~ &~ W Ë 7 ÚÊ WË Â "ïB® ¯ÿö ç7'b 'Ë j ~ ®ºæ Ú'b ÚÚj¢ jºW ®. ~Æ . 3.. Table 1.. LG. _. \O». \^\^* * 1 : B~ &~ WË(.B' &~, ÿ' &~, BæË&~, &; æË&~, >îæË&~, Ò²æË&~) Â\"ïB® ~º ç&' 'ËKj ÚÚ. ^* 2 : ¯ÿö Ûê' æ>(çë, _, K, ²)& Â "ïB® ¯ÿö ~º ç&' 'ËKj ÚÚ . 3.1.. \ç # ¶ò>÷ \~ \&çf ÖÒ¾¢ ~~²j 5 \ ¯ÿ~ B j " > ®º ¦ j &çb ~& . R ºÂ O»f Þ~R ºÂ»(convenience sampling)j Ï~ & . ¶òº J^æ wOb >÷>îb, &\æö " ~º "¦¢ &çb >î . J^ ÒV*f 2003j 11 ú1¢¦V 11ú 30¢ræ, VB J^æº 170¦ . 7 w ®W ©f B~ 150¦¢ Ûê ªCö ÒÏ ~& . ~ \Ûê' ßWj ÚÚ Table 1 ? .. ². 3.2.. /;ê\ \öB ÒÏ ¿ê¢ \æ>¢ 7b ÚÚ, B~ &~j G;~V * 32^(*& -æ p /. Ö - ), Â "ïB® \ ãþ N ^(*& \. ~æ pº / Ö ô \ ) Îv 76 Ò Þ ¿ê \ W>î . w¶~ \Ûê' æj G;~V * 8 ^ >Ú ® . B~ &~ ¿êº ]' &~Bvj ¾ >'~ ®º fÆ"(1996) BB ¿ê¢ Æ& ~& . b& \ö Bº B~ &~¢ B Ú¶~º Ü~ O» ¯, O ö &~ Bv B ¶~º Ï' çö &~ Bv~ v ~* 'b ¾*î (fÆ", 1996; Schwartz, 1992). Table 2 öB Oö &~ º ªCf j ²* ºªCöB F8ö & ÊÒ ¦Ò¢ ^ ~ º >¢ 2B æ;~ ÆÒ Ê º ²* Ö , 'b .ç®~ © ? 2&æ ÚÒ' Nöb ¾ 3.3.. çë. \ Ûê' ßW \ª . 7 & Ò/ &öç Zw ê 20& 30& 40& 50& ç Zw ê 100 òö ò 100-199 òö 200-299 òö 300-499 òö 500-999 òö 1000 òöç Zw ê *ë"¦ ¶' 5 $. Zö//ã8 ÒZ/8.ç *^/vG Zw ê. «(%). 463. (N=150). 4 (2.7) 22 (14.7) 56 (37.3) 33 (22.0) 27 (18.0) 8 (5.3) 150 (100) 29 (19.3) 85 (56.7) 15 (10.0) 9 ( 6.0) 150 (100) 12 (8.0) 6 (4.0) 31 (20.7) 54 (36.0) 42 (28.0) 5 (3.3) 3 (2.0) 9 (6.0) 150 (100) 2 (1.3) 74 (49.3) 39 (26.0) 2 (1.3) 5 (3.3) 8 (5.3) 7 (4.7) 150 (100). ~Úr . ' º G; æ>*~ êö & º 1f ÿ ' &~, º 2º .B' &~ ««~& . ºö & Öê ê>(Cronbach α)º '' .816, .760b ¾æÒ . Table 3 öB Ï'çö j ²* ºªCöB F8 ö & ÊÒ ¦Ò¢ ^ ~ º >¢ 4B æ;~ ÆÒ Ê º ²* Ö, F¯ \¢ Û Bv'b \ W~&~ © îR&æ 4&æ ÚÒ' Nöb ¾~Úr . ' º G; æ>*~ êö & º 1f BæË & ~, º 2º &;æË &~, º 3f bîæË &~, º 4 º Ò²æË &~ ««~& . ºö & Öê ê >(Cronbach α) º '' .820, .784. .774, .767 ¾æÒ . Â "ïB® \ ãþö & ¿êº \ ãþ~ ;ê¢ bî . J^Ò b& ÏÚ ;~öB Â "ïB®j , î, Ò ~ Â RFö sz, ã, , Æ, ²Ï b¾ £B b "ï~ B· ~~(.: Bï , ³]), N~ ²®(.: Î¶, &O), nN~ B®(.: OC, ~, ®), ²®(.: >ùÒ, >&÷) b ;~~& ..

(8) 464. ~~Öë²æ *6² *4^, 2004j. Oö 8 &~&~ ºªC" Öê ªC º« º Ï º ¦~ï ÛªÖ~ .798 -.126 .652 º 1 Á& Áê'b Òº © .783 .228 .666 ÿ Á!;' ÒO .689 .349 ' Á*Ò(B*)ö RFj .674 .275 .597 .530 & .587 .179 .376 Á¶Ú ~ .586 .353 .467 Á²®² Òº © º 2 Áª>¢ æÊ Òº © -3.9E-02 .784 .616 . Á¦² .206 .679 .503 B ÁÚ~ Òº © .313 .655 ' Á¶j

(9) b Òº ©(>·) .360 .584 .527 .471 & .450 .571 .529 ~ ÁÞ¶ .104 .533 .295 Á;ç~² Òº © 4.784 1.446 6.230 F~(Eigenvalue) 39.865 12.048 51.913 ªÖ J«K(%) .816 .760 Öê ê>(Cronbach α) Table 2.. Ûêª+ öB ÒÏ ÛêO»f b& ¿ê~ æê ¦;j * Wª Î;" ÆÒ Ê ²*(Varimax Rotation)ö ~ 3.4.. Ï'çö & &~&~ ºªC" Öê ªC º« ºÏ .752 º 1 B Á¶8 ª¢ö *^&& >º © .700 ÁW6 .661 Á¶8ò~ ¢ æ Ë Á Ò²b¦V ;Aº © .647 & Á²®º çë .632 ~ Á¶8 76(¶¦

(10) j <º ©) .631 .260 º 2 & Án;B &; ; ÁÞn &; .378 æ ÁzÏ &; 3.240E-02 Ë .347 & Ákª6 ~ Á¶Bö & Ò· -2.6E-02 4.663E-02 º 3 > ÁVÖ¶~ W î Á¶B~ W 8.251E-02 æ ÁÒ²' æ* .301 Ë .380 & ÁãB' ¦ ~ Án;' çë .181 º 4 Ò Áz®Ú Òº Ü 7.196E-02 ² 7.969E-02 6Ò~º îr Á Òö æ Ë Á~ã ^ .270 & Á*ö & Ò· .425 ~ 6.198 F~(Eigenvalue) 30.992 ªÖJ«K(%) (Cronbach .820 Öêê> α). ºªC(factor analysis)j ~&, ' ^~ Öê ¦; j *Bº :α(Cronbach α)¢ ~& . Ò ^B~ ¦Ãj *Bº ê' 7²æªC(Multiple Regression Analysis)j ~& . 4.. \Ö. B~ &~ Â ï*® \ ¯ÿ~ ê ^B 1~ ¦;j *~, B~ &~& æ>j ëã æ> ~, Â "ïB® ãþj «³ æ> ~ ê' 7 ²æ ªCj ~& . Table 4öB B~ &~ & (ÿ' &~, .B' &~, BæË &~, &;æË &~, >îæË &~, Ò²æË &~) æ>º Â "ïB® ¯ ÿö F~' 'Ëj ~º ©b ¾æÒ (F=3.950, p<.01). º Â "ïB® ¯ÿj J« > ®º ªÖ~ jNf 59% ¾æÒ . ' ëãæ> ö & F~ê ¦; Ö", Â "ïB® ²jãþö F~' 'Ëj ~º ©b ¾æÂ æ>º .B' &~(t=2.654, p<.05) ¾æÒ . ' ëãæ> ~ &z* ²æê>¢ Û Â "ïB® ¯ÿö ~º 'ËKj ÚÚ, .B' &~ º 4.1.. Table 3.. º ¦~ï. Û ªÖ~. 8.687E-02. .190. 8.675E-02. .616. .245. .123. 9.267E-02. .574. 8.422E-02. .162. 8.400E-02. .477. .162. .313. .113. .555. .152. 9.559E-02. .188. .467. .129. 7.972E-02. .322. .525. .795. 5.629E-02. 9.640E-02. .712. .780. -7.6E-02. -3.8E-02. .758. .667. .234. .188. .537. .563. .113. .271. .525. .543. .205. .276. .413. 7.403E-02. .809. -4.4E-02. .664. .261. .698. 6.781E-02. .566. -.100. .681. 2.409E-02. .565. .154. .654. -.174. .626. .182. .553. .357. .500. .312. 4.403E-02. .750. .667. .196. .112. .742. .609. 3.799E-02. -1.0E-02. .721. .593. 3.849-02. -.195. .591. .569. 2.286. 1.645. 1.389. 11.518. 11.430. 8.223. 6.946. 57.591. .784. .774. .767.

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(12) Öº ~~B®¾ B~ V^¾ ~Ò& *'b >'>º B®~ ãÖ &~& æ>& ~~ ê 5 ¯ ÿj .G~º FÏ æ>ªj & F¯ " j ? (ËB, 2001; FF, 1999; ChangÁPark, 1996). (β=.317). \Ûê æ>B Â ï*® \ ¯ÿ~ ê ^B 2¢ ¦;~V * Ûê' æ> (çë, _ K, ²)j ëãæ> ~ Â "ïB® ¯ÿj « ³æ> ~ ê' 7²æªCj ~& . Table 5öB Ûê' æ>(çë, _, K, ²)& Â "ïB® ¯ÿö ~º 'ËK ¦ÆöB ëã æ> º Â "ïB® ö F~' 'Ëj ~º ©b ¾æ Ò (F=6.533, p<.001). ëãæ> Â "ïB® . ¯ÿj J« > ®º ªÖ~ jNf 97% ¾æÒ . ' ë ãæ> ö & F~ê ¦; Ö", _, K F~' ' Ëj ~º ©b ¾æÒ (t=4.564, p<.001; t= 2.690, p<.01). ' ëãæ> ~ &zB ²æê>¢ Û '' Â "ïB® ãþö ~º 'Ëj ÚÚ, _ (β=.386), K(β=.238) Bb 'Ëj ~ ®rj r > ®. . ¦V _ ¸, K>& ¸f ²j¶ ¢> Â "ïB® ãþ ôrj r > ® . ¦V ;ö ±f Â ²Ò 5 "Ò¢ ÒÏ B® ¢º ¢>' _ ¸f ²j¶ö² ç&'b J K ¸rj r > ® . $, B®~ ¶Ê# Öj 7 *ï ê~ ïç 5 , î, /ÊÚ ²Ò~ æº jv' K>& ¸f ²j¶ ö² z ²Nj r > ® .. Table 5. Ûê' æ>ö 8 Â "ïB® ¯ÿö & (N=150) 7²æ ªC «³æ> ëãæ> Â "ïB® ¯ÿ t &z* ²æê> -.083 -1.024 çë .386 -4.564*** _ .238 -2.690** K .021 -1.807 ² 2. 4.2.. Table 4. ~ö 8 Â ï*® \ ¯ÿö & 7 (N=150) ²æªC «³æ> Â "ïB® ãþ ëãæ> t &z* ²æê> .317 .009 * .B' &~ -.114 .406 ÿ' &~ .240 .058 BæË &~ -.031 .781 &;æË &~ -.194 .045 bîæË&~ .084 .462 Ò²æË&~. **p<.01, *p<.05. R2. .585. F. 3.950**. >&öB F~. 465. ***p<.001, **p< .01. R. -1.968. F. -6.533***. >&öB F~ 5.. Ö V. Ö"¢ ^B ê º£~ r" ? . Ñ, B~ &~&(ÿ' &~&, .B' &~&, Bæ Ë &~, &;æË &~ bîæË&~, Ò²æË&~)" Â "ïB® ¯ÿ~ &ê¢ ÚÚ, Þ¶, ;ç, >· ÿ ·' &~V& ¯, .B' &~WË ¸f ²j¶¢> Â "ïB® ¢ ô j r > ® . º B~ &~ æ Ëö V¢ Â "ïB® ¯ÿ NZ Ò ¾æ¾ ®r j " ® . ~, Ûê' æ>(çë, _, K, ²)f Â "ï B® ¯ÿ~ &ê¢ ÚÚ, _ ¸ K>& ¸ j> Â "ïB® ¢ ô j r > ® . ¦V Â "ïB®~ ãÖ 0f[ö j ç&'b ;ö & ôf Ëj[ ç~, jv' K >& ¸f C " j r > ® . ç" ?f Ö"¢ Æ& r" ?f BÞj > ®Æ . Â "ïB®~ ãÖ " C [f Ëj[j æÅb ~¢ © . " C[ _ ôf ÷æ b ¦^, O ; Gj ; > ®Æ . ºÒ zv ÆJ ®º ; Ü, ' Ü (well being) »¢ 2Â 7~ ²6b BB~ Ëê~ ^z z f ¢~ ©b 'B . Ò Â "ïB®~ ãÖ K ¸f ÷ö² JK ®º ©b ¾æÒ . ¦V B® 5 2Â of 7*ï ê~ ff ïç, B ¢ j Û ÚÒ' &~¢ ñ² ~º Öj¾ .B¢ ;~ ±j © ? . öBº Â "ïB®j B~ V^¾ &~&j ¾ >'~º B®b *", B~ &~& Nö" Â "ïB® ¯ÿ~ ç7' &êòj ÚÚ~ . b~ öB º Â "ï ~~B® ^¦ ®Ïê ßWö V , Ò &~&~ Â "ïB® ²jê, ~ê 5 ¯ÿ~ &ê ö & & ê ®² Ú^¢Æ . ê . Ï' GöB &~ Nö B~ ²j¶ ÷b F;z>ºæö & ê Ú^¢ © . ~.

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