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Journal of the Korean Home Economics Association 2009;47(9):83-90.
인터넷 패션 광고 회피에 관한 연구: 인터넷광고속성을 중심으로
조세나, 이승희
성신여자대학교 의류학과
Internet Fashion Advertising Avoidance: Internet Advertising Attributes
Seung-Hee Lee, Cho, Se-Na
The Fashion School, Kent State University, Department of Clothing & Textiles, Sungshin Women’s University
ABSTRACT
The purpose of this study was to investigate advertising avoidance of the Internet fashion advertising. Three hundred and thirty college students living in Seoul and its suburb participated in this study. For data analysis, descriptive statistics, reliability, and Structure Equation Modeling were used. The results were as follows. First, an ‘informativeness’ and ‘entertainment’ of advertisement affected negatively on fashion advertising avoidance. Second, ‘the perceived intrusiveness’ of advertisement did not affect significantly on fashion advertising avoidance. Third, ‘the clutter’ of advertisement did affect positively on advertising avoidance. Based on these results, this study would provide Internet fashion marketers more efficient Internet fashion advertising strategies.
Keywords: 인터넷 광고, internet advertisement, 패션광고, fashion advertisement, 광고회피, advertising avoidance, 인터넷 속성, internet properties
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