외국인 모델 의류 광고에 대한 소비자의 선호 집단과 비선호 집단의 특성에 관한 연구 = A Study on Clothing Advertisement Using Foreign Models

다국어 초록 (Multilingual Abstract)

The purpose of this study was to classify groups by the degree of preference toward clothing advertisements using foreign models and to examine those variables(e. g., life-style and demographic variables) that can effectively discriminate the preference from the non-preference group.
As to the theoretical background for the study, the theories of advertisement attitude and advertisement strategy, and life-style were examined.
The 155 questionnaires were distributed to the consumers from 17 to 28 age in Taegu.
Data were analyzed by factor analysis, stepwise canonical discriminant analysis and x^2 tests.
1. By using the median split of preference, the sample was classified into 3 groups ; preference group(37.4%), middle group(23.2%), non-preference group(39.4%).
2. By factor analysis of life-style, five factors were extracted ; fashionable type, economical type, individualistic type, conservatively passive type, western style type.
3. The result of a discriminant analysis showed that fashion leading type had the highest discriminant power, western culture - oriented type the second.
4. The results of x^2 - tests indicated that single consumers were more likely to prefer the clothing advertisement using foreign models than married consumers. Consumers who are fashion-oriented or have western style were more likely to prefer the advertisement using foreign models while consumers who are married or have passive life-style were less likely to prefer that.
The results showed that the preference group had the life-style to lead the fashion and preferred western culture to others, but the non-preference group usually married women had conservatively passive life-style.

목차 (Table of Contents)

• I.序論
• II.理論的 背景
• 1.광고 태도 및 광고 전략에 관한 이론
• 2.라이프스타일에 관한 이론
• III.硏究方法
• 1.연구의 대상 및 범위
• 2.연구 문제
• 3.측정도구
• 4.자료의 통계 처리 방법
• IV.資料 分析 結果
• 1.선호 집단과 비선호 집단의 분류
• 2.요인분석 결과
• 3.판별분석 결과
• 4.카이-스퀘어 검증의 결과
• V.結論