공예품의 선택속성 평가척도 개발

초록

Background As the craft market grows, crafts are turning into commodities. It’s, therefore, necessary to understand the selection attributes of crafts that consumers consider when purchasing. Accordingly, this study aims to develop an appropriate and valid selection attributes of crafts that can be used in the behavioral research of craft consumers. Methods Based on literature review, expert FGI (focus group interview), and preliminary survey, the questionnaire was developed. Subsequently, a survey using a convenience sampling method was conducted with consumers who had purchased crafts to validate the derived scale. A total of 197 responses were collected and analyzed using SPSS 29.0 for frequency analysis, reliability analysis, exploratory factor analysis, cluster analysis, and cross-tabulation analysis of demographic variables and clusters. Results Through literature review, expert FGI, and preliminary survey, 24 selection attributes were constructed. The empirical analysis resulted in the development of a selection attributes scale with five dimensions and 17 items, including ‘Expected attachment,’ ‘Visual attractiveness,’ ‘Expected quality,’ ‘Artist awareness,’ and ‘Social identity.’ Cluster analysis categorized consumers into four types: ‘High interest,’ ‘Low interest,’ ‘Fandom,’ and ‘Exhibitionist,’ with age and education level having a more significant impact on cluster differentiation than economic level. Conclusions The selection attributes scale developed in this study can serve as an important criterion for understanding consumers of crafts. Based on this, crafts artists, manufacturers and related practitioners can explore strategic ways to enhance market competitiveness. © This is an Open Access article distributed under the terms of the Creative Commons Attribution Non-Commercial License (http://creativecommons.org/licenses/by-nc/3.0/), which permits unrestricted educational and non-commercial use, provided the original work is properly cited.

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