• 복식문화연구
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• 제14권3호
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• pp.418-433
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• 2006

The purpose of present study was to examine the differences in effectiveness of internet apparel advertising using avatars as determined by the avatar involvement. After conducting a pilot test for 35 high school students, final data were collected through a self-administered questionnaire survey from 324 high school students living in Seoul area from July 18 to July 19, 2003; 317 were used for data analysis. Data were analyzed by chi-square analysis, t-test, cluster analysis, descriptive statistics, ANOVA and Duncan's multiple range test. As a result, the subjects were divided into 3 groups based on the level of avatar involvement: high, middle and low involvement groups. There were significant differences in avatar advertising effects among the groups divided by avatar involvement. Those who indicated the higher levels of avatar involvement were more likely to be positive in the cognitive responses, emotional responses, advertising attitude, brand attitude, the stimulus degree of connection, and the recall rates of the brand name. Also, Vector imaging ads were found to be more effective in the brand name recall rates.

• 복식
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• 제42권
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• pp.231-242
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• 1999

The purpose of this study was to classified the dimension of clothing involvement and the clothing loyalty of 256 male and 271 female college students in Taegu area. data was analyzed by frequency percentage mean factor analysis reliability test validity test correlation and ANOVA by using SPSS/pc. The results of this study were as follows; 1. the dimension of clothing involvement was classified into four factors such as clothing interest dimension clothing symbolism dimension clothing economics dimension and clothing individuality dimension. 2. In the relationship between brand loyalty and four factors of clothing involvement there was positive appearance involvement there was positive appearance in clothing interest clothing symbolism and clothing individuality with brand loyalty but negative appearance in clothing economics. The correlation between clothing interest dimension and clothing symbolism dimension clothing interest dimension and clothing individuality dimension clothing symbolism dimension and clothing economics dimension clothing symbolism dimension and clothing individuality dimension was positive. And there was no relation between clothing economics dimension and clothing individuality dimension clothing economics dimension and clothing interest dimension. 3. According to individual character females than males the group aged 18 to 20 and 24 to 27 than the group aged 21 to 23 showed more active tendency to the clothing involvement dimension and also highertendency to brand loyalty. The students with a major in humanities science than the students with a major in natural science and more expending consumers on clothes showed more active tendency to the clothing symbolism dimension and higher tendency to brand loyalty. 4. On the whole the attitude of consumers on clothes was very high in the clothing interest dimension common in the clothing individuality dimension and very low in the clothing economics dimension.

• 복식
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• 제51권3호
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• pp.19-31
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• 2001

The purpose of this study was to construct fashion banner advertising strategy. For this purpose, the following hypotheses were set up : (a) analyze the present state of the fashion banner advertising, (b) examine whether it is any difference of the fashion banner advertising by their demographic variables, media using groups, clothing involvement and brand loyalty. A sample of 553 people in the age group 16-34s living in Seoul were selected from internet users. The data were analysed with Frequency, Percentage, ANOVA. Duncan test by using SPSS Package. The results of this research were as follows : First, fashion banner advertising took the first step. there was small in number. Second, it was found that the attitude of fashion banner advertising had some difference depending on their demographic variables, media usage groups, clothing involvement and brand royalty. Female in lower age groups were greater interests in illustrated/inquisitive fashion banner advertising. And high involvement groups preferred the fashion banner advertising.

• 한국콘텐츠학회논문지
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• 제16권6호
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• pp.748-760
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• 2016

본 연구는 로하스 이미지 레스토랑의 브랜드 자산을 이타적 가치, 로하스 관여도, 추가 지불의사와의 관계를 연구하였다. 본 연구를 위한 자료는 2013년 8월 1일부터 8월 31일까지 수집되어 544부가 분석에 사용되었다. 그 결과 첫째, 로하스 이미지 레스토랑의 브랜드 인지도와 브랜드 연상은 이타적 가치에 정(+)의 영향을 주는 것으로 나타났으며, 브랜드 충성도와 지각된 품질은 정(+)의 영향을 주지 않는 것으로 나타났다. 둘째, 로하스 이미지 레스토랑의 브랜드 인지도, 브랜드 충성도, 브랜드 연상은 로하스 관여도에 정(+)의 영향을 주는 것으로 나타났고, 지각된 품질은 로하스 관여도에 유의한 정(+)의 영향을 주지 않는 것으로 조사되었다. 셋째, 이타적 가치는 로하스 관여도에 정(+)의 영향을 주는 것으로 조사되었다. 넷째, 이타적 가치는 추가 지불의사에 정(+)의 영향을 주었다. 다섯째, 로하스 관여도는 추가 지불의사에 유의한 정(+)의 영향을 주는 것으로 조사되었다. 본 연구는 외식업체에서 로하스 가치를 추구하는 집단 혹은 이타적 성향이 높은 집단을 지속적으로 발굴하여, 이들을 표적으로 환경친환성과 건강성을 부각시킬 수 있는 커뮤니케이션 전략이 요구됨을 시사하고 있다.

• 한국식품조리과학회지
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• 제27권2호
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• pp.83-94
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• 2011

The purpose of this study was to analyze the structural relationships among selection attributes, satisfaction, and loyalty of green tea consumers, including their moderating effect of involvement. Questionnaires were administered to residents of Seoul and Gyeonggi-do province, who were 20 years old and older and who had purchased green tea. A total of 700 questionnaires were distributed, and 658 were finally used in the analysis. SPSS 15.0 and LISREL 8.80 were used for the analysis. Selection attributes had a significant effect on satisfaction, and statistical significance was observed with regard to factors such as marketing, production, sensory evaluation, and brand. No significant direct effect was observed between selection attributes and loyalty. Additionally, satisfaction had a significant effect on loyalty. The marketing factor had a negative effect on satisfaction in both the low- and high-involvement groups. The brand factor had a positive effect on satisfaction in the low involvement group, suggesting that developing and promoting a popular brand is essential. Sensory and utility factors had a positive effect on satisfaction in the high involvement group.

• 한국의류학회지
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• 제48권2호
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• pp.282-299
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• 2024

This study aimed to examine the impact of virtual influencers' characteristics on purchase intentions through attitudes toward the influencer and the brand, and to identify which factors are important depending on involvement. We used a scenario-based online survey of 320 female consumers in their twenties and thirties, and analyzed their responses through structural equation modeling using AMOS 21.0. Virtual influencers' attractiveness, reliability, familiarity, and virtuality had significant effects on consumers' attitudes toward those influencers, while their attractiveness, familiarity, and virtuality had significant effects on consumers' brand attitudes. Notably, in contrast to the other variables, virtuality had a negative effect. In addition, consumers' attitudes toward the virtual influencer significantly affected their brand attitudes and purchase intentions. We also analyzed which characteristics had significant impacts on high- and low-involvement groups. We found that reliability had the greatest influence on purchase intentions in the high-involvement group and that familiarity had the greatest influence on purchase intentions in the low-involvement group, which confirmed that the variables affecting purchase intentions differ depending on the level of involvement.

• Asia Marketing Journal
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• 제20권4호
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• pp.65-94
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• 2019

The purpose of this study was to analyze the brand loyalty formation by positive labeling. Affecting such factors as involvement, self-image, community engagement, preference, and choice cutback, positive labeling can be seen as one of psychological factors that shapes consumer's behavior and their decision. This study was carried out because little research was done to examine the influence of positive labeling toward brand loyalty, and also to find out the benefits that consumers can get from being labeled in positive terms. Data were collected through survey questionnaire and 151 usable responses were used. Following a series of pretests and confirmatory factor analysis helped to purify measures and verify the psychometric properties of the scale. Structural equation modeling with AMOS was used for testing of research hypotheses. The result of data analysis demonstrated the positive relationship between labeling and brand loyalty, i.e. positive labeling indirectly leads to consumers' loyalty toward a brand. Findings revealed significant relationship between involvement and emotional attachment, as well as the relationship between community engagement and choice cutback. The results gave support for the hypothesis of moderating effect of buzz on the relationship between involvement and emotional attachment, even though the hypothesis of moderating effect of distinction was rejected. Taking Apple's rivalry strategy as initial point, this study highlights the role of labeling in creating social identity. The study attempts to show the positive consequences of labeling strategy for firms that seeks ways of good competition without engaging into conflicts.

• 한국의류학회지
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• 제21권3호
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• pp.607-620
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• 1997

The purpose of this study was to identify the variables which could predict advertisement preference and intention to purchase product in sexuality-oriented fashion advertising. The data were collected using questionnaires which contained nine advertisements of Guess jeans, selected from Vogue magazine published from 1990 to 1996.441 college students (female= 225, male=216) living in Seoul, Korea participated in the study. The data were analyzed by factor analysis and stepwise elimination method of multiful regression analysis. The results of this study were as follows: First, seven factors of New Young Generation oriented characteristics were identified: fashion, individuality, preferences of caffa or reggae bar with affective mood, expression of emotion, individualism, preferences of a foreign-made product/western culture oriented tastes and activity of fan club/chatting through personal computers. Three factors of fashion advertising involvement were identified: social involvement, hedonic involvement and utilitarian involvement. Second, the variables which predicted preferences of advertisements in sexuality-oriented fashion advertising were perceived eroticism levels, hedonic involvenent, prior brand attitude and preference of a foreign-made product/western culture oriented tastes in the case of females, while perceived eroticism levels, hedonic involvenent prior brand attitude, preference of a foreign-made product/western culture oriented tastes and activity of fan club/ chatting through personal computers were identified as predictor variables for males. Third, the intention to purchase product was predicted by preference of a foreign-made product/western culture oriented tastes, prior brand attitude, hedonic involvenent and fashion for females, and by perceived eroticism levels, fashion opinion leadership, hedonic involvenent and prior brand attitude in the case of males.

• 유통과학연구
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• 제17권2호
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• pp.77-89
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• 2019

Purpose - This study presents the relationships between parent brand-self image congruence, parent brand -functional congruity, perceived fit between parent brand and extension product, and consumer's attitude toward extension product using the structural equation model. As for preceding concepts having a direct effect on consumer's attitude toward brand extension, the study focuses on parent brand-self image congruence and parent brand-functional congruity. It also looks at the effect of parent brand-self image congruence and parent brand-functional congruity on the consumer's attitude toward extension product and identifies if the perceived fit between parent brand and extension product is a concept playing a mediating role between parent brand-self image congruence or parent brand-functional congruity and consumer's attitude toward brand extension product. Research design, data, and Methodology - SPSS for Windows 18.0 and AMOS 18.0 were used for data analysis. Then, the Cronbach's α coefficient was obtained using SPSS for Windows 18.0 to measure reliability. In addition, the convergence and discriminative measures of the measured items were statistically verified using AMOS 18.0. Finally, we have validated a path model and a parameter model in which brand personality-self-matched attitude toward brand extension. Results - Studies have shown that the impact of parent brand-self image consistency and parent brand-functional consistency on the attitude of extended products was positive. Perceived fit between parent brand and extension products has been shown to play a role of intermediary between parent brand-self image congruence and consumer attitudes to extended products. However, perceived fit between parent brand and extension products did not play a role as intermediary between the parent brand-functional congruity and the attitude toward the extended product. Finally, in relation to the causal relationship between parent brand-congruity (self image/functionality) and attitudes to extended products. The effect of parent brand-functional coherency on attitudes toward extended products was found to be greater in groups with higher involvement than in those with lower involvement. Conclusions - Although few studies have been done on what variables mediated when parent brand-self image consistency and parent brand-functional coherency affect consumer attitude, this paper is significant in finding whether perceived fitness between the parent brand-congruity and the extension product is mediated.

• 디지털융복합연구
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• 제6권4호
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• pp.63-71
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• 2008

This study researches the effectiveness of interactive TV advertising focusing on the factors of audience involvement and interaction. The study began with the effective measurement of interactive television advertisements. Interactive television advertisements have different concepts than existing television advertisements. This study mainly focuses on the characteristics of audience interaction and experiments based on the data of 78 persons for measurement. In the experiments, the characteristics were categorized according to search time, specifically the number of searched pages about interactive television advertisement. Hypothesis 1 reveals that the interaction of the audience increases when the advertising attitude, brand attitude, and purchase intentions also increase. Hypothesis 2 finds that the involvement of the audience increases when the advertising attitude, brand attitude, and purchase intentions also increase. By studying these consumer characteristics and behavior, a new method of effective measurement for interactive television advertisement is uncovered. The new method includes not only existing measurement elements of television advertisement which include attitude about advertising and brand, and customer purpose, but also the features of interactive television advertisement like customer search time. According to this research on interactive television advertisement, the interaction with and involvement of the audience are highly influential variables.