태권도 용품 광고가 대학생의 구매행동에 미치는 영향 = The Effect of Advertising for Taekwondo Products on College Students' Purchase Behavior

다국어 초록 (Multilingual Abstract)

This study was intended to identify the effect of advertising for Taekowndo products on college students" purchase behavior. For this purpose, the questionnaire research was conducted for 400 undergraduates enrolled in the department of Taekwondo of 4-year colleges located in Seoul and Kyonggi Province. Of them, 350 college students completed the questionnaire and 324 questionnaires except 26 ones with dishonest responses and some omissions were used for final analysis. One-way ANOVA and co-variate analysis was conducted using Window SPSS/ PC+11.5 Version to investigate the difference in purchase behavior according to demographic characteristics and advertising for Taekwondo products. Based on the findings, the following conclusion was concluded:
First, an attempt was made to investigate the difference in purchase behavior of Taekwondo products according to demographic characteristics. As a result, it was found that there was a statistically significant difference in purchase behavior according to academic year(P＜.05). On the other hand, It was found that there was no statistically significant difference in the purchase behavior of Taekwondo products according to pocket money.
Second, it was found that there was a statistically significant difference In purchase behavior according to the degree of reference to the content of advertising for Taekwondo products, in which academic year, one demographic factor, had a statistically significant effect on the purchase behavior of Taekwondo products(P＜.05). It was found that the degree of reference to the content of advertising for Taekwondo products exercised an influence on college students' purchase of Taekwondo products by about 0.6%.
Third, it was found that there was a statistically significant difference in purchase behavior of Taekwondo products according to advertisement media, in which the degree of reference to the content of advertising for Taekwondo products, and academic year, one demographic factor, had a statistically significant effect on the purchase behavior of Taekwondo products(P＜.05). And it was found that the advertising media exercised an influence on college students' purchase of Taekwondo products by about 0.6%.
Fourth, it was found that there was no statistically significant difference in the purchase behavior of Taekwondo products according to the factor on which importance was attached at the time of product purchase.