대학생들의 온라인 라이프스타일에 따른 인터넷 패션 광고의 유형별 효과
(주)코리아스칼라
- 최초 등록일
- 2016.04.02
- 최종 저작일
- 2014.02
- 14페이지/ 어도비 PDF
- 가격 4,600원
* 본 문서는 배포용으로 복사 및 편집이 불가합니다.
서지정보
ㆍ발행기관 : 복식문화학회
ㆍ수록지정보 : 복식문화연구 / 22권 / 1호
ㆍ저자명 : 문미라, 김용숙
영어 초록
The purpose of this study was to compare the effects of internet fashion advertisement (Ad) formats according to university students' online lifestyle. Static banner, rich media, floating, shopping, and target advertisement were selected as stimuli and a self-administered questionnaire was used for data collection. SPSS PC (Ver. 16.0) was used for factor analysis, ANOVA, and Chi-square test. Factors of online lifestyle were economy, early adaption, cyberspace activity, sociability, innovation, and entertainment, and subjects were segmented into online activity (OA) retard group, OA mania group, hedonic early adapter group, and OA intermediate group. OA retard group was positive to a static banner Ad with intimacy, and OA mania group and OA intermediate group were positive to a static banner Ad with confidence, attention, and intimacy and rich media Ad and floating Ad with confidence and attention. Hedonic early adapter group was positive to a target Ad with attention and intimacy. Internet shopping mall managers should select internet Ad format after segmenting their customers according to OA lifestyle.
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