베트남 유학생의 K-패션 수용 행동 탐색
An Exploratory Study on K-Fashion Acceptance Behavior among Vietnamese International Students in Korea
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This study explores aspects of Vietnamese students’ acculturation and acceptance behavior of K-fashion, basedon the theory of planned behavior (TPB). In-depth interviews were conducted with 8 Vietnamese international studentsin Korea. The results of the study firstly indicate that K-fashion acceptance behavior of Vietnamese students reflectedeight values of K-fashion, two motives of behavior, and two types of K-fashion acceptance behavior. Vietnamese studentsgenerally displayed a favorable attitude toward K-fashion. They all switched to K-fashion styles and actively showed theirstyles through SNS. Second, there was a difference in K-fashion behavior depending on whether the motivation for accul-turation was of an active or inactive nature. The distinction between these two groups was determined by applying behav-ioral reasoning theory (BRT). Students whose motivation for learning Korean was an interest in Korean culture werecharacterized by active behavior in adapting to Korean culture, while those whose motivation for learning Korean was forstrategic reasons, such as finding a good job, exhibited inactive K-fashion acceptance. This study has academic significancein that it enhances the understanding of Vietnamese consumers through the K-fashion acceptance behavior of Vietnamesestudents in Korea. Vietnamese students who actively embrace K-fashion play an important role in spreading K-fashion,so it could be beneficial to establish a strategy for promoting K-fashion in collaboration with them.
Abstract
This study explores aspects of Vietnamese students’ acculturation and acceptance behavior of K-fashion, basedon the theory of planned behavior (TPB). In-depth interviews were conducted with 8 Vietnamese international studentsin Korea. The results of the study firstly indicate that K-fashion acceptance behavior of Vietnamese students reflectedeight values of K-fashion, two motives of behavior, and two types of K-fashion acceptance behavior. Vietnamese studentsgenerally displayed a favorable attitude toward K-fashion. They all switched to K-fashion styles and actively showed theirstyles through SNS. Second, there was a difference in K-fashion behavior depending on whether the motivation for accul-turation was of an active or inactive nature. The distinction between these two groups was determined by applying behav-ioral reasoning theory (BRT). Students whose motivation for learning Korean was an interest in Korean culture werecharacterized by active behavior in adapting to Korean culture, while those whose motivation for learning Korean was forstrategic reasons, such as finding a good job, exhibited inactive K-fashion acceptance. This study has academic significancein that it enhances the understanding of Vietnamese consumers through the K-fashion acceptance behavior of Vietnamesestudents in Korea. Vietnamese students who actively embrace K-fashion play an important role in spreading K-fashion,so it could be beneficial to establish a strategy for promoting K-fashion in collaboration with them.
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