TV광고가 초등학생의 구매 행위에 미치는 영향에 관한 연구 = A Study on The Influence of TV Advertising on The Purchase Behavior of Elementaty School Children

다국어 초록 (Multilingual Abstract)

Nowadays, Mass media which has prevailed at a high speed, has a great effect on our life in terms of both quality by combining our contemporaries in itself.
Among the advertisement media, TV is recognized as an affirmative one in respect that it contributes to its rapid information reporting and the development of mass media culture.
Products are becoming more various according to the rapid economic growth and choice of purchase is becoming confused among the overflowing of advertisements.
The purpose of this study is to examine the influence of TV advertisements upon the daily life of elementary school pupils as consumers and to provide desirable direction for TV advertisements.
Also study to the effect that TV Advertisement have on influence on children the subject of investigation is the 3th and 6th year student pupil of on elementary school which is located in Busan city.
The analysis of data is done by frequency, percentage and the difference among each variables and items is verified by Chi-square. The verification of the relation among some dependency variables is done by obtaining Correlation Coefficient.
The results are as follows :
The actual condition of children's understanding of TV advertising is very highly recognition. In the thought of the goods which are televised, the children has a affirmative view and the interest of TV advertising is very high. The degree of recognition about TV advertising is very high.
The result of this study shows that 61.7% of them understand the aims of TV advertisements selling more goods, 24.2% of them don't trust the advertisements because of the difference between the real goods and their advertisements. This study also shows the difference in favorite goods between boys and girls. Boy pupils prefer game machine(40.0%), while girl pupils like clothes or shoes better(41.5%).
Most favorite TV advertising was the one where popular movie stars or singers or talents or comedians appeared(57.5%).
They answered positively that TV advertising are necessary(54.3%) in our usual life and it give us available information choosing products. This shows that TV advertising have a relation with children's lives deeply. Children trust(47.3%) the TV advertising more than adults.
The results above mentioned give suggestions as follows. First, the average time of pupils watching TV exceeds the time of regular programs for pupils. Therefore, more programs for pupils should be provided. Second, in the hour of TV for pupils, the amount of advertisements should be reduced. Third, in order to have elementary school pupils understand the basic principles of economy and cultivate habits to have their interests in consumer's sovereignty. The consumer education should be done effectively from the elementary schools.

목차 (Table of Contents)

• Ⅰ. 서론
• Ⅱ. 이론적 배경
• 1. 광고의 정의, 목적, 기능
• 2. TV광고의 일반적 특성
• 3. 아동 소비자 행동의 특성
• 4. 구매행동의 영향을 미치는 요인
• Ⅲ. 조사 결과 분석
• Ⅳ. 결론
• 참고문헌
• 영문초록