한국생활과학회지 (Korean Journal of Human Ecology)
- 제4권1호
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- Pages.51-61
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- 1995
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- 1226-0851(pISSN)
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- 2234-3768(eISSN)
청소년 소비자의 스포츠 음료에 대한 TV 광도 수용태도와 구매 행동
Adolescent Consumers' Attitudes toward TV Advertisements on and Purchasing Behaviors of the Sport Beverages
- Kim, Shin-Ae (Won Dang Junior High School) ;
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Cho, Jae-Soon
(Korea Natl. Univ. of Ed.)
- 발행 : 1995.12.31
초록
The purpose of this study was to find out the characteristics of the adolescent consumers related to the attitudes toward TV advertisements on and purchasing behaviors of the sport beverages, and to test the role of the atitudes toward TV advertisements between the consumer characteristics and the purchasing behaviors of the sport beverages. The qusetionnaire method was utilized to 549 female and male junior and senior high school students in urban and rural areas. The results showed that the attitudes toward TV advertisement on sport beverage was related to the residentiae years in school, whom to buy, level of interests in sports, and level of knowledges of the beverages; purchasing behaviors of the sport beverages, whom to buy, gender, level of knowledges of the beverages, size of the allowance, and the residentiae years in school. The attitudes toward TV advertisements seemed to the intervenning role between the consumer characteristics and the purchasing behaviors among adolescent consumers.
키워드