• 한국콘텐츠학회논문지
• /
• 제12권11호
• /
• pp.398-411
• /
• 2012

무한경쟁시대에 돌입한 호텔산업은 폭넓은 고객층의 확보와 이를 위한 마케팅이 요구되고 있으며 이런 요구에 효과적인 마케팅 기법으로 영상물 PPL이 각광받고 있다. 따라서 많은 연구들이 영상물 PPL의 효과에 관해 행해져 왔다. 다수의 영상물 PPL에 관한 논문은 영상물 PPL에 의해 이미지는 영향을 받고 이미지에 의해 구매 행동도 영향을 받는다는 결론을 도출했다. 본 논문은 영상물 PPL 효과에 대한 연구가 호텔에 대해서도 선행연구에서와 같이 동일한 결과가 도출되는지 확인하고자 한다. 이를 위해 4개의 가설이 설정되었고 가설검증을 위해 설문을 통한 통계분석이 실시되었다. 통계분석 결과 설정된 4개의 가설검증 결과는 다음과 같다. 첫째, 영상물 PPL과 호텔 이미지(세련, 고급, 친근 및 전체 이미지)와의 영향관계를 부분적으로 확인하였다. 둘째, 등장인물 관여도에 따라 영상물 PPL과 호텔 이미지와의 영향관계의 차이를 부분적으로 확인하였다. 셋째, 호텔 이미지와 구매 행동 간의 영향관계를 부분적으로 확인하였다. 넷째, 등장인물 관여도에 따라 호텔 이미지와 구매 행동과의 영향관계의 차이를 부분적으로 확인하였다.

• 한국의상디자인학회지
• /
• 제21권1호
• /
• pp.73-85
• /
• 2019

The purpose of this study was to discover the effects of clothing involvement and risk perception, which can influence risk reduction behavior. The subjects of this study were young male consumers living in Seoul and Kyunggi-do who had purchased fashion products from an Internet shopping mall. Questionnaires were collected from July 1, 2018 to July 8, 2018 and 300 questionnaires were used in the data analysis. The data was analyzed utilizing a factor analysis, a regression, ANOVA and a Duncan-test. The results of this study were as follows. Clothing involvement factors influenced various risk perceptions and risk perception influenced risk reduction behaviors. Among the various risk perception factors, psychological risk was the most important factor, which was influenced by clothing involvement factors. The usage of media was the most important factor, which was influenced by various risk perception factors. Finally clothing involvement and risk perception influenced risk reduction behaviors. Among the various risk reduction factors, the usage of media was the most important factor, which was influenced by clothing involvement and risk perception factors.

• 디지털융복합연구
• /
• 제14권3호
• /
• pp.105-114
• /
• 2016

미디어환경의 급변에 따라 최근 광고시장에서는 전통매체의 영향력이 점차 감소되고 PC 기반 인터넷, 모바일미디어, 소셜미디어 등의 뉴미디어를 활용한 프로모션의 성장이 두드러지고 있다. 특히 소비자가 상시적으로 접근할 수 있는 디지털미디어를 전통매체와 결합하여 활용하는 마케팅커뮤니케이션 활동이 가능해 짐으로써 교차광고(또는 크로스미디어광고) 전략이 새로운 마케팅환경에서의 효과적인 소구기법으로 크게 주목 받고 있다. 이에 본 연구는 온-오프라인 교차광고의 효과에 있어 제품관여도와 매체간 연계속성, 그리고 성별이 광고 노출 후의 브랜드태도와 행동적 의향에 어떤 영향을 미치는지 실증분석하고자 하였다. 실험설계상으로는 내적 타당성의 확보를 위해 가상의 제품을 정하고, 제품관여도와 매체간 연계속성이란 두 독립변인을 조작하여 실험광고물을 제작한 후 20~30대 성인 남녀를 대상으로 실험조사를 실시하였다. 분석 결과, 제품관여도와 매체간 연계속성의 상호작용이 성별의 조절효과에 따라 브랜드 태도와 행동적 의향에 유의미한 영향을 미치는 것으로 나타났다. 이 같은 연구결과를 토대로 이론적 실무적 시사점을 논의하고 후속연구의 방향성을 제안하였다.

• 지식경영연구
• /
• 제19권2호
• /
• pp.69-90
• /
• 2018

The purpose of this study is to investigate the effect of message framing of social media contents on social media credibility and behavioral intention and the role of customers' gourmet restaurant involvement. In this study message framing is divided into regulatory focus and message sidedness and used experimental stimulus composed of $2{\times}2$ factorial design. Also investigated the effect into the social media credibility and behavioral intention. A total of 560 valid samples were analyzed. According to the results, it was confirmed that stimuli 'two-sided / prevention' and 'one-side / promotion' framing were the most influential framing on social media credibility and behavioral intention and the social media credibility has significant effect on the behavioral intention. In this study the effect of message framing which was not widely used in the hospitality industry research was confirmed. Also the usefulness of regulatory focus and message sidedness were identified in the various research in hospitality management.

• 복식
• /
• 제51권3호
• /
• pp.19-31
• /
• 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.

• 대한가정학회지
• /
• 제30권3호
• /
• pp.33-43
• /
• 1992

The objective of this study were to (1) investigate the relationship between evaluations of apparel advertising, fashion involvement, and social attitudes, (2) examine how evaluation of apparel advertising, fashion involvement, and social attitudes vary according to gender, and (3) investigate the possible differences in purchase attitudes toward the advertised apparels according to gender and advertisement slogan. Questionnaire for evaluations of apparel advertising was comprised of four sections; apparel advertising acceptance, evaluation of advertisement slogan, purchase attitude toward the advertised apparels, and perception of effective media for apparel advertising. For evaluation of advertisement slogan, 5 sets of apparel advertisements were selected. Each set had two advertisements; one advertisement contained an image-oriented slogan, while the other had a quality-oriented slogan. "The Social Attitude Scale' by Kerlinger and 'Fashion Involvement Index' by Tigert, Ring & King were used. All the items were selected on the Cronbach's alpha reliability. The subjects were 217 college male and famale students in Seoul; 60 were asked about purchase attitude toward the image-oriented slogan, 60 purchase attitude toward the quality-oriented slogan, and 97 all the items included in evaluation of the two slogans. The data were analyzed using Pearson's correlation coefficient, X2-test, t-test, two-way ANOVA, and multiple regression analysis. The results of the study were the followings. 1. Fashion involvement had positive relationship with apparel advertising acceptance. The higher the level of conservative attitude males had, the more positive attitude they had in fashion involvement and apparel advertising acceptance. Subjects high in conservative attitude, fashion involvement, and apparel advertising acceptance. Subjects high in conservative attitude, fashion involvement, and apparel advertising acceptance had more positive in purchase of the advertised apparels. 2. Females high in apparel advertising acceptance were more favorable toward image-oriented advertisements. 3. Fashion involvement and apparel advertising acceptance were significantly higher in females than in males. Liberal attitude was significantly higher in males than in females. Evaluation of advertisement slogan did not differ according to gender. 4. Males perceived 'TV' was the most effective media for apparel advertising while females perceived 'display' was the most effective. 5. No significant interactions between advertisement slogan and gender were found in purchase attitude of the advertising apparels. 6. Apparel advertising acceptance was influenced by fashion involvement, social attitude, and sex. The explanatory power of the three variables was 17%.

• Asia pacific journal of information systems
• /
• 제28권3호
• /
• pp.183-203
• /
• 2018

In the era of Web 2.0, social media advertising can simultaneously stimulate consumers' brand purchase intention and brand information sharing intention. Product sales and brand information diffusion are equally important for a company that conducts advertising. This study investigates how features of brand content influence social media advertising effectiveness by integrating the stimulus-organism-response model and classic advertising effectiveness models. An analysis of 267 survey questionnaires shows that brand content-related cues, including perceived uniqueness, perceived vividness, and perceived interactivity have significant effects on consumers' affective and cognitive involvement, which then affect their attitude toward brand content. As a result, the consumers' attitude toward the brand and their brand purchase intention, as well as their brand content sharing intention, are positively affected by attitude toward brand content. This study contributes to a better understanding of how social advertising works, which suggests that managers should effectively use social media to conduct advertising.

• 한국생활과학회지
• /
• 제17권3호
• /
• pp.485-492
• /
• 2008

The study is to provide the types of fashion consumption of male and female university students and to analyze fashion involvement to the types and students' source of fashion information. Then the correlations were examined between fashion involvement and source of fashion information. The data were analyzed by a factor analysis, one-way ANOVA, Duncan test, cluster analysis, cross-tabulation analysis. The results are as follows: 1. The awareness about fashion consumption is classified into five factors: "hedonic consumption", "impulsive consumption", "brand loyal consumption", "prudent consumption", and "independent consumption". The fashion involvement to the types is categorized into four factors; "pleasure", "trend", "image", and "risk awareness". The source of fashion information is categorized into "mass media", "product information", and "personal information". 2. The fashion consumption is classified into three types: "an independent consumer type", "a brand loyal/ prudent consumer type", and "an impulsive consumer type". 3. In the fashion involvement to the types and the source of fashion information, there is a high correlation between the factors of "mass media" and "trend", "product information" and "pleasure" and "personal information" and "trend".

• 한국엔터테인먼트산업학회논문지
• /
• 제15권4호
• /
• pp.55-72
• /
• 2021

본 연구는 인터넷 미디어 및 1인 미디어 환경, 특히 어디서든 접속, 시청 가능한 모바일 미디어를 선도하는 1인 미디어 크리에이터들의 변별이 사용자 태도와 지속적인 구독의도에 미치는 영향을 연구하는 데 있다. 특히, 유튜브로 대변되는 1인 미디어 시장의 상황을 파악하고 미디어 시장을 구성하는 각 주체들 및 구성요소들 간의 관계성 그리고 생태를 탐색하고자 하였으며, 유튜브 크리에이터의 특성이 콘텐츠관여도와 사용자태도 간의 관계, 사용자태도와 구독의도 간의 관계, 그리고 콘텐츠관여도가 크리에이터특성과 사용자태도 간의 관계에서 매개효과를 갖는지를 파악하고자 연구를 진행하였다. 연구방법은, 먼저 이론적 정립을 위해 기 발표된 국내·외 학위 및 학술지 논문 등을 수집 고찰하여 정리하였고, 수립된 연구모형의 객관적 타당성 및 검증을 위해 현재 유튜브를 시청하는 성인남녀에게 설문을 진행한 후 최종 유효 표본을 통해 실증분석을 실시하였으며, 결과는 다음과 같다. 첫째 크리에이터의 특성과 콘텐츠관여도 간의 관계에서 유희성과 신뢰성은 유의하지 않은 것으로 나타났으나 전문성은 유의하게 나타났다. 둘째, 크리에이터의 특성과 사용자태도 간의 관계는 전문성은 유의하지 않은 것으로 나타났으나 유희성과 신뢰성은 유의한 것으로 나타났다. 셋째, 콘텐츠관여도와 사용자태도 간의 관계는 유의한 영향을, 넷째, 사용자태도와 구독의도 간의 관계도 유의한 것으로 나타났다. 또한 콘텐츠관여도의 매개효과를 검증한 결과, 콘텐츠관여도는 크리에이터의 특성(유희성, 신뢰성, 전문성)과 사용자태도 간의 관계를 완전매개하는 것으로 나타났다. 그리고 결론 부분에 이를 토대로 유추할 수 있는 시사점과 향후 추가 연구를 위한 제언 등을 제시하였다.

• 복식
• /
• 제52권4호
• /
• pp.75-85
• /
• 2002

The degree of involvement was known to shape the types of decision- process behavior of consumers. The types of information search would be influenced according to the degree of involvement. The purpose of this study was to find out the fashion information sources used in clothing purchase, and to clarify the interrelationship of clothing involvement and information sources. The middle and high school girls in Seoul were the subjects of the study. The information sources were classified into three types; marketer-oriented, internal and personal sources. Fashion informations spreaded by mass media were the most diversely used by teens. Among fashion information sources, ‘my own thoughts and experiences’ was counted as the most important one. And ‘interior and display of the shop’ was more important than the other marketer-oriented informations. Clothing involvement in the aspect of pleasure/symbol showed meaningful correlation with the information of ‘street fashion’, but in the aspect of fashion consciousness, ‘fashion of movie stars and celebrities’was the most significant information source. It seemed that ‘fashion articles in the magazines’ was used to reduce perceived risk in clothing purchase.