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패션제품의 인터넷 홈페이지 광고 전략에 관한 연구
The Internet Homepage Advertising Strategy of the Fashion Goods

정미재   (숙명여자대학교 의류학과UU0000824  ); 이선재   (숙명여자대학교 의류학과UU0000824  );
  • 초록

    The purpose of this study was to establish the strategy for Internet fashion homepage advertising that attracts consumers attention and discloses clothing brand to consumers continually. In this paper, the following subjects were set up: (a) to classify the structure and evaluation factors of the fashion homepage advertising, (b) to analyze the effect of demographic variables and clothing involvement of consumer on fashion homepage advertising structures and evaluation factors. A random sample of 553 people in the age group 16-34s living in Seoul and Kyungki region during March 2000 was selected from Internet users. SPSS package was used for data analysis. Frequency, Percentage, Factor analysis, ANOVA, Duncan test and regression analysis were applied. The results of this research were as follows: First, in the process of classifying the dimension of the fashion homepage advertising, homepage advertising structure was composed of 5 factors: interactive, amusing factor, professional information, fashion information and useful information. And homepage advertising evaluating factors were interesting, information and irritation. Second, it was found that clothing involvement influenced fashion homepage advertising. High involvement group preferred the fashion information factor of the homepage advertising structure and low involvement group was useful information factor of the homepage advertising structure. Both high and low involvement groups preferred interesting factor of the homepage advertising evaluation. Third, demographic variables also influenced fashion homepage advertising Females manifested greater interests in informative factor of homepage advertising than males. Findings from this study provide an insight into fashion homepage advertising strategy related to consumers clothing behavior.


  • 주제어

    패션 홈페이지 광고 .   의복 관여도.  

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  • 이 논문을 인용한 문헌 (1)

    1. 2003. "Characteristics of Colors and Color Images on fashion Web Sites" 대한가정학회지 = Journal of the Korean Home Economics Association, 41(8): 159~178     

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  • 정미재 (2)

    1. 1997 "의복관여와 상표확장과의 상관성 연구" 한국의류학회지 = Journal of the Korean Society of Clothing and Textiles 21 (7): 1124~1138    
    2. 2001 "패션제품의 인터넷 광고에 관한 연구 -패션 배너광고 전략을 중심으로 -" 服飾 = Journal of the Korean Society of Costume 51 (3): 19~31    
  • 이선재 (59)

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