아웃도어 의류 광고사진 속 모델 성별에 따른 여대생들의 광고태도, 브랜드 태도, 브랜드 이미지, 구매의도의 관계 사례분석 = A Case Study on the Relationship among Advertising Attitude, Brand Attitude, Brand Image, and Purchasing Intention of Women’s University Students according to Model Gender in Outdoor Clothing Advertisement Picture

다국어 초록 (Multilingual Abstract)

The purpose of this study was to compare the relationships among advertising attitude, brand attitude, brand image and purchasing intention perceived by female university students who are the core consumers of outdoor clothing after seeing advertising pictures consisting of male model and advertising pictures consisting of female model separately. A total of 217 (97.7%) response questionnaire was used for the final analysis from a women’s university. Confirmatory factor analysis and structural equation model analysis were conducted for the proposed research model. In conclusion, the relationship models of advertising attitude, brand attitude, brand image and purchasing intention of advertising pictures, which consist of male model and female model, were found to be no different. Advertising attitude has a positive impact on brand attitude and brand image. Brand image had a positive effect on brand attitude. Brand attitude had a positive effect on purchasing intention, but brand image was not statistically significant with purchasing intention.

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