패션제품의 인터넷 광고에 관한 연구 = 패션 배너광고 전략을 중심으로

다국어 초록 (Multilingual Abstract)

The purpose of this study was to construct fashion banner advertising strategy. For this purpose, the following hypotheses were set up: (a) analyze the present state of the fashion banner advertising, (b) examine whether it is any difference of the fashion banner advertising by their demographic variables, media using groups, clothing involvement and brand loyalty. A sample of 553 people in the age group 16-34s living in Seoul were selected from internet users. The data were analysed with Frequency, Percentage, ANOVA, Duncan test by using SPSS package. The results of this research were as follows: First, fashion banner advertising took the first step, there was small in number. Second, it was found that the attitude of fashion banner advertising had some difference depending on their demographic variables, media usage groups, clothing involvement and brand royalty. Female in lower age groups were greater interests in illustrated/inquisitive fashion banner advertising. And high involvement groups preferred the fashion banner advertising.