Journal of the Korean Society of Clothing and Textiles (한국의류학회지)
- Volume 22 Issue 2
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- Pages.267-278
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- 1998
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- 1225-1151(pISSN)
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- 2234-0793(eISSN)
A Study on the Degree of Self-monitoring, Situation and the Appeal Type of Advertising Impact on Inner
자기-감시, 상황, 광고소구유형이 속옷 구매행동에 미치는 영향에 관한 연구
Abstract
The purpose of this study was to investigate the degree of self-monitoring (SM), the task situation and the appeal type of advertising impact on consumer behavior: in inner wear purchase. Information for the study was obtained with the use of experimental design. the experimental materials for the study were two-type inner wear advertisements (image appeal Ad/product appeal Ad). The subjects were 270, who were randomly sampled women undergraduate students in Korea, and main-test subjects (70 high SM subjects/69 low SM subjects) were assigned to the cells of 2 (self usage/gift-giving)x2 (quality appeal Ad/image appeal Ad). According to the 2x(2
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