Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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A Study on a Consumers Attitude toward PPL(Product Placement) of Fashion Products - Centering on TV -

패션상품의 제품배치(PPL)에 대한 소비자(消費者)의 태도(態度) 연구(硏究) - TV를 중심으로 -

  • Kim, Il (Dept of Fashion Design, Kookmin University) ;
  • Kim, Ki-Young (Fashion Design Major, Graduate School of Design, Kookmin University)
  • 김일 (국민대학교 의상디자인학과) ;
  • 김기령 (국민대학교 디자인대학원)
  • Published : 2004.02.28
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Abstract

The purpose of this study is to analyze consumers attitude toward PPL (Product Placement) of fashion products on TV, with regarding PPL as a new-communication sphere of marketing. This study used a questionnaire method, and the results of the analysis are as follows. First, as for the information availability of PPL related to fashion products on TV, it was shown to be higher in order of trend, brand, color, practicability, price and material. Second, as a result of analyzing, through 11 items, the attitude on PPL experience of fashion products on TV, there were many positive responses as to 5 items (The commodity with PPL is the product of a renowned brand, The commodity with PPL is the expensive product, An image of the product with PPL becomes good, The product with PPL is suitable to the mood in a drama, I try to think whether the product with PPL matches with myself), and there were more negative responses as to 6 items (Because of desiring to know a brand of the product with PPL, I look for it, The product with PPL is practical, The product with PPL is same as the real situation, I will also buy the product with PPL, Because there are too many commodities with PPL, I become angry, In case of facing PPL, I change a channel). Third, it was shown that the purchase experience and purchase intention as to the product with PPL on TV, have a positive correlation with TV viewing time and with whether or not re-approval as to PPL of a specific company. Also, the purchase experience as to the product with PPL on TV was shown much in the group of viewing TV via internet and in the group of using the digital TV broadcasting. The purchase intention as to the product with PPL on TV was shown higher in the group of using much cable TV broadcasting and general TV broadcasting, while the group of viewing TV via internet had purchase experience, but the response of not having intention of repurchasing was the highest.

Keywords

References

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