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광고회의주의가 여성소비자의 뷰티 브랜드 구매에 미치는 영향:매체 간 비교를 중심으로
The Study on the Relationship between Advertising skepticism andPurchase intention of beauty brandamong women consumers
- 심성욱;
- 고아한;
- 김소중
초록
This study seeks to find how advertising skepticism has an effect on self-esteem, peer influence, advertising attitude, brand attitude, and purchase intention among women consumers. As result, advertising skepticism has an negatvie effect on advertising attitude, brand attitude and purchase intention. Secondly, self-esteem and peer influence had negative effect on advertising skepticism. Thirdly, there is an effect between age and advertising skepticism. Finally, There is an effect the types of media(TV/SNS/Magazine) and the level of advertising skepticism. There is less effect of advertising skepticism about Magazine than TV and SNS.
키워드
광고회의주의; 뷰티브랜드; Adverising Skepticsm; Beuty Brand
- 제목
- 광고회의주의가 여성소비자의 뷰티 브랜드 구매에 미치는 영향:매체 간 비교를 중심으로
- 제목 (타언어)
- The Study on the Relationship between Advertising skepticism andPurchase intention of beauty brandamong women consumers
- 저자
- 심성욱; 고아한; 김소중
- 발행일
- 2015-05
- 저널명
- 광고학연구
- 권
- 26
- 호
- 4
- 페이지
- 7 ~ 35
- 언어
- KOR
- 출판사
- 한국광고학회
- 발행국가
- 대한민국
- 분량
- 29 페이지
- ISSN
- P 1225-0554