Abstract
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
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
| Translated title of the contribution | A Questionnaire Study on Connotative Meanings of Eyewear Frame Country-Brand |
|---|---|
| Original language | Korean |
| Pages (from-to) | 219-230 |
| Number of pages | 12 |
| Journal | 대한시과학회지 |
| Volume | 25 |
| Issue number | 3 |
| DOIs | |
| State | Published - Sep 2023 |