Cable-TV 패션쇼 광고에 대한 소비자 감정반응과 태도 = A Study on the Consumers' attitude and the dimension of affective responses toward the Cable-TV Fashion Show Advertising

다국어 초록 (Multilingual Abstract)

In order to contribute to the improvement of the quality on the Cable-TV Fashion Show advertising program, the present study analyzed the consumer's attitude and the Cable-TV fashion show advertising programs.
Survey method is employed to implement the study. The results of the study are summaized as follows :
1. There are 7 dimensions of consumer's affective response toward the Cable-TV fashion show advertising such as avangard ariented feeling, classic inteded feeling, feminine and sexual feeling, affirmative beauty-pursuit showing rechness c ognitive, active joy and body conscious feeling.
2. There are signigicant differences in the consumer's affective response and attitude toward Cable-TV fashion show advertisin program. According to the group of the consumer's sex. major, age, clothing expenditure per a moth, we are found out that terer are significant differences in the Dimensions of the feeling responses
In case of the consumer's sex, there are significant differences in all the Dimensions of the feeling responses except affirmative beauty-pursuit feeling. In case of the consumer;s major. ther are significant differences in all the Demensions of the feeling responses except affirmative beautiy-pursuit feeling and body conscious feeling. And according to the consumer's age, there are significant differences in only body conscious feeling of the Dementions in affective responses. In case of the consumer's clothing expenditure per a month, there are significant differences in active joy and body conscious feeling of the Demensions in affective responses.
3. As for consum er's attitude toward the Cable-TV fashion show advertising program, consumer's interest degree are higher than consumer's satisfaction degree, in the case of the consumer's sex, women are higher than men at the degree of satisfaction and interest, and also in the case of the consumer's clothing expenditure per a month, the differences between the groups are not in the degee of satisfation, but there are significant differences in the degee of interest. The group who are expended lots of money for the clothing per a month is significant high degree of interest.
As for consumer's expendency and understanding toward the Cable-TV fashion show advertising program, consumers wre thought that had interest at the respect of the use fulness int clothing life, things heautifulnessa as a fashion and a visnal entertainment as the Cable-TV program, but Cable-TV fashion whow advertising program were perceived that hored look with the manner of performanceand stage effects.

목차 (Table of Contents)

• 목차
• Abstract = 117
• 서론 = 118
• 관련 문헌 고찰 및 문제제기 = 119
• 1. 관련문헌조사 및 문제제기 = 119
• 2. 연구문제 = 125
• 3. 연구범위 및 제한점 = 125
• 연구 방법 및 절차 = 125
• 1. 표 본 = 125
• 2. 측정 도구 = 125
• 3. 질문지의 신뢰도 평가 = 126
• 4. 조사 절차 = 126
• 5. 자료 분석 = 126
• 결과 및 논의 = 127
• 1. Cable-TV 패션쇼에 대한 감정 반응 차원 = 127
• 2. 소비자 특성별 감정반응 차이 = 130
• 3. Cable-TV 패션쇼 광고 에 대한 소비자 태도 =131
• 결론 및 제언 = 134