Science of Emotion and Sensibility (감성과학)

Korean Society for Emotion and Sensibility (한국감성과학회)
권호 표지
DOI QR코드

DOI QR Code

Effects of Consumer Innovativeness on the Evaluation of the Online Fashion Advertisement Sustainability

온라인 패션광고의 지속가능성 평가에 대한 소비자 혁신성 효과

  • Received : 2016.01.14
  • Accepted : 2016.05.10
  • Published : 2016.06.30
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this research was to analyze the effect of consumer innovativeness on the evaluation of online fashion advertisement sustainability and on purchase intentions of advertising products. Online survey have been conducted of 573 people who had experience of online advertisements. The data collected from the surveys were analyzed by the factor analysis, the t-test and the multiple regression analysis. the results are as follows: Firstly, it has been identified that the concept of sustainability of online fashion advertisement consists of four sub-elements of the objectivity of advertisement expressions, the non-harmfulness of advertisement expressions, the protection of personal information, and the non-infringement of web use. Secondly, the group that has a higher consumer innovativeness shows a significantly higher experience of online advertisements as well as more many internet use hours than those who have a lower consumer innovativeness. In addition, comparing with the group that shows lower consumer innovativeness, the group who has higher consumer innovativeness shows a significantly higher recognition of the protection of personal information, the non-infringement of web use and the objectiveness of advertisement expressions among the sub-elements of online fashion advertisement. Lastly, the objectiveness of advertisement expressions and the non-infringement of web use significantly affect the intentions of the group that has high consumer innovativeness to purchase advertised products, and the purchase intentions of those who have low consumer innovativeness are significantly affected by the objectiveness of advertisement expressions and the protection of personal information.

본 연구에서는 소비자 혁신성이 온라인 패션광고의 지속가능성에 대한 평가와 광고제품 구매의도에 미치는 영향을 분석하였다. 인터넷과 모바일의 온라인 패션광고를 접한 경험이 있는 소비자를 대상으로 설문조사를 실시하였으며, 최종 573명의 데이터가 분석되었다. 수집된 자료는 요인분석, t 검증, 중회귀분석을 사용하여 분석하였다. 소비자 혁신성 평균값을 중심으로 혁신성이 높은 집단과 낮은 집단을 구분하였다. 연구결과는 다음과 같다. 첫째, 온라인 패션광고의 지속가능성 개념은 광고표현의 객관성, 광고표현의 비유해성, 개인정보의 보호성, 웹이용 비침해성 등 4개 요인의 하위차원으로 구성되었음을 확인하였다. 둘째, 소비자 혁신성이 높은 집단이 낮은 집단에 비해 인터넷 사용시간 뿐만 아니라 온라인 광고경험이 유의하게 높았다. 그리고 소비자 혁신성 높은 집단이 낮은 집단에 비해 온라인 패션광고의 하위 차원 중에서 개인정보 보호성, 웹이용 비침해성, 광고표현 객관성을 유의하게 높게 인식하고 있었다. 마지막으로, 소비자 혁신성이 높은 집단에서는 광고표현 객관성, 웹이용 비침해성이 광고제품의 구매의도에 유의한 영향을 미쳤으며, 소비자 혁신성이 낮은 집단에서는 광고표현 객관성, 개인정보 보호성이 광고제품의 구매의도에 유의한 영향을 미치는 것으로 나타났다.

Keywords

References

  1. An, D., Lim, S., & Choi, H. (2014). An investigation of a win-win cooperation approach to online advertising in korea: Focused on specialists' perception. Journal of Communication Science, 14(3), 180-227. https://doi.org/10.14696/jcs.2014.09.14.3.180
  2. Apparel supply facing complex array of risks. (2012, April 10). Just-style.com. Retrieved January 20, 2016, from http://www.just-style.com
  3. Batra, R. & Ray, M. L. (1986). Affective responses mediating acceptance of advertising. Journal of Consumer Research, 13(2), 234-249. https://doi.org/10.1086/209063
  4. Chae, S. Z., Roh, D. U., & Kweon, O. S. (2011). Establishment and application of sustainable design methodology on product design development. Journal of the Korean Society of Design Culture, 17(4), 599-609.
  5. Cho, S. & Lee, S. (2009). Internet fashion advertising avoidance: Internet advertising attributes. Family and Environment Research, 47(9), 83-90.
  6. Choo, H. J. & Yoon, N. (2011). The effects of use satisfaction and consumer innovativeness on the active smartphone-use behavior. Journal of Marketing Management Research, 16(4), 153-176.
  7. Goldsmith, R. E. & Hofacker, C. F. (1991). Measuring consumer innovativeness. Journal of the Academy of Marketing Science, 19(3), 209-221. https://doi.org/10.1007/BF02726497
  8. Gu, S., Kim, D., Park, C., & Kim, K. (2013). Influence of LTE characteristic and personal innovativeness on LTE smart phone acceptance. Journal of Digital Contents Society, 14(3), 291-301. https://doi.org/10.9728/dcs.2013.14.3.291
  9. Ha, L. (1996). Advertising clutter in consumer magazine: Dimensions and effects. Journal of Advertising Research, 36(4), 76-84.
  10. Ha, S. & Lee, J. (2012). A study on the sustainable interior design that applied re-used materials. Journal of Korea Institute of Spatial Design, 7(2), 105-115.
  11. Han, E., Kim. Y., Lee, Y., & Park. H. (2009). A study on the indexation for sustainable development of advertising company. The Korean Journal of Advertising and Public Relations, 8(4), 201-231.
  12. Jang, N., Dan, S., Shin, D., Lee, G., & Yoon, E. S. (2013). The role of process systems engineering for sustainability in the chemical industries. Korean Chem. Eng. Res., 51(2), 221-225. https://doi.org/10.9713/kcer.2013.51.2.221
  13. Je, E. (2012). A study on advertising effect according to involvement, advertising location and advertising forms: Focusing on the fashion internet search advertising. The Research Journal of the Costume Culture, 20(2), 251-262. https://doi.org/10.7741/rjcc.2012.20.2.251
  14. Ju, K. W. & Lee, E. J. (2015). The effect of shopping orientation, fashion innovativeness and perceived mobile benefits on mobile clothing purchase. Journal of the Korean Society of Fashion Design, 15(2), 147-164.
  15. Kang, H. (2015, December 30). 11.1525 trillion won in 2015 the advertising market. The Asia Economy Daily. Retrieved January 20, 2016, from http://www.asiae.co.kr/news/view.htm?idxno=2015123009360270587
  16. Kang, K. & Jin, H. (2007). Influences of consumers' fashion innovativeness and technological innovativeness on attitudes and buying intention toward smart clothing. Fashion & Textile Research Journal, 9(1), 35-40.
  17. Kim, H. & Rhee, E. (2001). Consumer segmentation of clothing products by fashion conformity/innovativeness and their reference groups. Journal of the Korean Society of Clothing and Textiles, 25(7), 1341-1352.
  18. Kim, S. & Park, H. (2012). The effects of precedence factors for privacy concern reduction and trust on intention to use location-based services and a moderating effect of personal innovation. Journal of information systems, 21(2), 73-96. https://doi.org/10.5859/KAIS.2012.21.2.73
  19. Kwon, S. (2013). Moderating effects of personal innovativeness in mobile banking service. The Journal of Information systems, 22(1), 199-221.
  20. Lee, H. & Ahn, B. (2012). Sustainable public design for old town local activation-focused on Busan city. Journal of Korean Society of Basic Design & Art, 13(2), 421-429.
  21. Lee, H. & Shin, M. (2015). A study on personality of city brand slogan: focus on Seoul and metropolita city. The Korean Journal of Advertising, 26(2), 289-315. https://doi.org/10.14377/KJA.2015.2.28.289
  22. Lee, M. (2011). A Study on exploring factors influencing continuance intention in the SNS. Journal of the Korea Industrial Information Systems Society, 16(5), 151-161.
  23. Lee, S. H. & Park, S. H. (2010). The planning for sustainable public space of 1-2 person household. Journal of the Institute of Construction Technology, 29(2), 67-72.
  24. Midgley, D. F. & Dowling, G. R. (1978). Innovativeness: The concept and its measurement. Journal of Consumer Research, 4(4), 229-242. https://doi.org/10.1086/208701
  25. Moon, H. & Han, E. (2014). The exploratory study of the index for the sustainable development of on-line advertising. The Korean Journal of Advertising and Public Relations, 16(2), 221-260.
  26. Moon, S. & Seo, S. (2015). Satisfaction of consumers who purchase restaurant product through social commerce: Focused on consumer innovativeness, product innovative characteristics, perceived risk, and discriminatory experience. Journal of Tourism Sciences, 39(3), 43-58.
  27. Mun, M. & Kim, Y. (2012). Effectiveness of fashion banner advertising according to university students' attitudes toward internet advertisement. The Research Journal of the Costume Culture, 20(5), 736-752. https://doi.org/10.7741/rjcc.2012.20.5.736
  28. Mun, M. M. & Kim, Y. (2014). Effect of internet fashion advertisement formats according to university students' online lifestyle. The Research Journal of the Costume Culture, 22(1), 112-125. https://doi.org/10.7741/rjcc.2014.22.1.112
  29. Na, Y. J. (2011). Appearance frequency of eco-friendly emotion and sensibility words and their changes. Korean Journal of the Science of Emotion and Sensibility, 14(2), 207-220.
  30. Park, J., Lee, K., & Leee, A. (2007). A study of consumer's advertising attitude related to mobile fashion advertising and involvement. Journal of the Korean Society of Clothing and Textiles, 31(1), 131-140. https://doi.org/10.5850/JKSCT.2007.31.1.131
  31. Park, H. H. & Noh, M. J. (2012). The influence of consumers' Innovativeness and trust on acceptance intention of sensor-based smart clothing. Fashion & Textile Research Journal, 14(1), 24-36. https://doi.org/10.5805/KSCI.2012.14.1.024
  32. Park, K. (2005). Investigation on the sustainable advertising. The Korean Journal of Advertising, 16(2), 39-71.
  33. Park, S. & Park, E. J. (2010). Effects of consumer innovativeness, shopping mall attributes, and satisfaction on e-loyalty for fashion products. Journal of the Korean Society of Clothing and Textile, 34(5), 765-774. https://doi.org/10.5850/JKSCT.2010.34.5.765
  34. Shin, M. (2014). Influences information privacy concerns and personal innovation of smartphone-based shopping mall on usefulness, ease-of-use and satisfaction. Journal of Digital Convergence, 12(8), 197-209. https://doi.org/10.14400/JDC.2014.12.8.197
  35. Sonn, S. & Jang, W. (2013). A theoretical approach to unfair competition in the online advertising market. The Korean Academic Society of Industrial Organization, 21(1), 95-113.
  36. Sonn, S. & Yu, J. (2012). The growth of online advertising industry and privacy invasion. The Korean Economic Forum, 5(3), 27-50.
  37. Suk, H. & Lee, E. (2013). The value, knowledge, and sustainable consumption behavior of fashion consumers. Journal of the Korean Society of Clothing and Textile, 37(3), 424-438. https://doi.org/10.5850/JKSCT.2013.37.3.424
  38. Syn, H. (2010). A study on a framework to achieve the sustainability of apparel brands. Journal of the Korean Society of Costume, 60(9), 136-149.
  39. Yoo, H. S. (2012). Ethical fashion in the fashion industry - focusing on the actualization of sustainable fashion. Journal of the Korean Society of Fashion Design, 12(2), 39-57.
  40. Yoon, C., Lee, W., & Kim, D. (2015). A study on the effects of corporate sustainable management activities on innovation in convergence era. Journal of Digital Convergence, 13(4), 115-125.
  41. Yu, H. (2013). The study of the concept of 'sustainability' in eco aesthetics-on the basis of the concept of 'sustainability' in Sacha Kagan. The Journal of Aesthetics and Science of Art, 37, 91-124.