Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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The Advertising Effect of Internet Advertisement of Wedding Dress : Structure Equation Modeling

웨딩드레스 인터넷 광고의 광고효과에 관한 연구: 구조방정식 모형을 중심으로

  • Received : 2009.07.20
  • Accepted : 2009.08.31
  • Published : 2010.02.28
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Abstract

The purpose of this study was to investigate the relationships among advertisement attitudes, brand attitudes, and purchasing intention in wedding dress Internet advertisement, using SEM (Structure Equation Modeling). Two hundred two unmarried women participated in this study. For this study, banner advertisement stimuli was developed. Descriptive statistics, factor analysis, AMOS were used for data analysis. The results are as follows: First, advertisement attitudes affected positively brand attitudes. Second, brand attitudes influenced positively purchase intention. Finally, advertisement attitudes affected positively purchase intention. It appears that advertisement attitudes influenced purchase intention directly or indirectly via brand attitudes. Based on these results, fashion advertisement promotion marketing strategies would provide for wedding dress marketers.

Keywords

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