패션상품 소비자의 관여도와 의류광고효과과정에 관한 연구

다국어 초록 (Multilingual Abstract)

The purpose of this study was to understand the characteristic of involvement which affect to consumers of fashion market, and at the viewpoint of complex style, this involvement is consists of clothing involvement, advertising involvement and situation involvement, also by verifying the consumers reaction to clothing advertising effect process. It analyzed at last six hundred eighteen women in the age of twenty to thirty years old who live in Seoul. SPSS package were used to analyze the gathered data. Frequency, percentage, fator analysis, ANOVA, duncan test, correlation analysis. The results of this study can be summarized as follows; First, The clothing involvement was the highest involvement of fashion consumers and it showed high correlation among clothing involvement, advertising involvement, situation involvement. Second, Depends on the nature of involvement, involvement group is divided as the most involvement, high involvement, low involvement and the most lowest involvement groups. Third, Involvement and advertising effect showed highly difference, and the higher involvement group has high perceptive process and memory progress, friendly attitude process, and purchasing intention is high.