KMID : 1159320230250030219
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Korean Journal of Vision Science 2023 Volume.25 No. 3 p.219 ~ p.230
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A Questionnaire Study on Connotative Meanings of Eyewear Frame Country-Brand
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Kim Min-Han
Kim Dae-Woong Kim Dal-Young
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Abstract
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Purpose : The purpose of this study is to derive the connotative meaning of overseas eyewear frame brand countries recognized by the MZ generation in their 20s in Seoul.
Methods : Four eyewear frame brand countries were selected: Italy, France, the United States of America and Japan. After extracting 8 emotional vocabularies using the semantic differential method, the connotative meaning corresponding to each country was determined through a questionnaire and statistical analysis. An additional survey about preference to eyewear frame brand countries was also conducted
Results : For each of the four overseas eyeglass frame brand countries of Italy, France, USA, and Japan, ¡¯luxurious¡¯, ¡¯charming¡¯, ¡¯practical¡¯, and ¡¯oriental¡¯ were mainly selected, respectively. The preference to eyewear frame brand countries was in the order of Italy, France, USA, and Japan.
Conclusion : Analysing the derived connotative meaning and the respondents¡¯ preferences, We think Italian- and French- brand eyeglass frames are most suitable for the MZ generation¡¯s flex consumption propensity that values luxury and design.
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KEYWORD
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Connotative meaning, Eyewear frame, MZ generation, Questionnaire
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