Journal of the Korean Society of Costume (복식)

The Korean Society of Costume (한국복식학회)
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A Study on the Product Placement(ppl) of Fashion Products in Film

영화 속 패션상품 간접광고에 관한 연구

  • Kim, Hee Ra (Dept. of Home Economics Education, Dongguk University-Seoul) ;
  • Shin, Hye Won (Dept. of Home Economics Education, Dongguk University-Seoul)
  • 김희라 (동국대학교-서울 가정교육과) ;
  • 신혜원 (동국대학교-서울 가정교육과)
  • Received : 2015.01.26
  • Accepted : 2015.04.02
  • Published : 2015.04.30
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Abstract

This research has examined the relationship among film interest, clothing involvement, attitude towards ppl, preference for fashion products, and purchasing intention. In april 2014, 210 university students in Seoul and Incheon filled out a survey. Frequency analysis, k-cluster analysis, t-test, anova, duncan's multiple range test, regression, and mediation regression analysis were used to analyze. Students who were more interested in film were higher in clothing involvement. Clothing involvement had larger influence on preference for fashion products and purchasing intention than film interest. Students highly involved in clothing had more positive attitude towards ppl, preference for fashion products and purchasing intentions. Clothing involvement, attitude towards ppl and preference for fashion products directly influenced purchasing intention. The preference for fashion products had the largest influence on purchasing intention. The preference for fashion products and attitude towards ppl had mediation influences between clothing involvement and purchasing intention.

Keywords

References

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