Abstract

Jeonju is well-known as a native place of traditional Hanji from ancient times because of it's proper weather, soil, and sunlights. Traditional Hanji is selected one of the Traditional Cultural Contents Industries of Jeonju nationally, and can produce synergy effects on gaining competition if we develop traditional Hanji industry into high-technology by relating cultural contents. The purposes of this study was to identify consumer attitudes and behaviors toward traditional Hanji products. The results of this study were as followed: 1. Representative products of Jeonju City were a rice with vegetables, a traditional Hanji, and a Korean-style house, and these results showed a consistancy with Han-Brand products promoted by Ministry of Culture and Tourism. 2. Many consumers experienced of a box, a copy paper, a book or notebook made of Hanji, but less experienced of fashion accessary products. Consumers had higher interests in wall or window paper and copy paper, but had lower interests in fashion accessary products such as necktie, shawl, and folding fan. More consumers intended to use wall or window paper and copy paper, but intended fashion accessary products less. Many kinds of Hanji products were produced and displayed on a Hanji Crafts House, but only few consumers had experiences. 3. Younger generations had higher interests and experiences of Hanji products, and unmarried officiers or full-time house wives had experiences Hanji crafts more. 4. Consumers were interested in daily necessaries or interior products made of Hanji.

Keywords

• Jeonju City;
• traditional Hanji;
• fashion accessary;
• consumer attitude;
• consumer behavior

• 전주시;
• 전통한지;
• 패션 액세서리;
• 소비자 태도;
• 소비자 행동;