A Study on advertising service quality, communication and store image -Focusing on Mobile TV advertisement-

광고서비스품질, 의사소통, 점포이미지에 관한 연구 - 휴대폰 TV광고를 중심으로 -

Today, Advertisement affects the daily consumption life of consumers because of the features and advantages of advertisement. In particular, and so does the TV advertisement. Therefore, customer education is required for the consumers so that they can lead a rational consumption through TV advertisement quality. In addition, with the introduction of the many new-born distribution channels, the recent market environment in apparel industry is changing, and the service and image of store types consumers can choose are increasing. The purpose of this research is to offer basic data which can help consumers to acquire necessary information and conduct rational consumption through TV advertisement. Also purchasing behavior of consumers communicate, feels of consumers about store image, TV advertisement quality of what is the attitude of the relative influence presents.