홈쇼핑 TV의 건강식품광고에 관한 수용 유형 연구

다국어 초록 (Multilingual Abstract)

The purpose of this study is to find, to review, and to evaluate study on health food advertising of home shopping TV. Especially, it is that got through practical Q-methodology for in university students, which is each divided into 5 type. The types were differentiated in each. In Analysis related above, it is that 1 Type[(N=4) : Positive Information reception Type], 2 Type[(N=5) : Various Expression Pursuit Type], 3 Type[(N=5) : Well-disposed Preference Type], 4 Type[(N=4) : Belief Pursuit Type], 5 Type[(N=2) : Rational Selection Pursuit Type]. Till now, there have been lots of trial ways to improve health food advertising of home shopping TV, but no preparation of regulations and related-policy so far. In future, above all, it is that health food advertising of home shopping TV is to be improved in enlargement of system.