인터넷 의류광고 유형이 인터넷 광고 효과에 미치는 영향 = The Effect of Internet Advertising by the Type of Internet Fashion Advertising

다국어 초록 (Multilingual Abstract)

The purpose of this study was 1) to investigate the current situation of internet advertising, 2) to examine the relationship between the advertising type and internet advertising effects, 3) to examine the relationship between internet advertising effects and purchase intention. A sample of 152 apparel consumers participated in this survey research. The survey of design with a Questionnaire was employed and descriptive statistics and ANOVA were used for data analysis. Three types of fashion advertising, banner type, we bsite type, email type were used for the data collection. for each type, two samples were included.
The highest scores in the attitude to advertising and in the attitude to brand were found at the banner type, The highest score in the attitude to product was found at the email type. Significant relationships were found between the advertising type and the effect of internet advertising(i.e., attitude to advertising attitude to product). The attitude to brand was not related to the advertising effect, Also, the significant relationship between all advertising effects and purchase intention were found. Internet advertising information assembled in the review of literature and the results from this empirical study provide direction for organizations who are developing internet marketing or internet advertisement.