Browse > Article

The Impact of Website Advertisement on Department Stores  

Chun, Tae-Yoo (School of Business, Sejong University)
Park, No-Hyun (School of Business, Sejong University)
Publication Information
Journal of the Korean Society of Costume / v.57, no.4, 2007 , pp. 95-109 More about this Journal
Abstract
After defining the determining factor of an attitude on clothing web-site as cognitive responses and affective responses, this study was to investigate how it affects against web-site attitude, brand attitude and purchase intention. To accomplish research subject, this study had an analysis on web-site attitude, brand attitude and purchase intention after selecting 3 department stores having mega fashion malls which run web-sites. Aad(Attitude toward an advertisement) was defined as cognitive responses and affective responses. This research analyzed it by multiple regression analysis after collecting a date from 265 customers who use 3 department stores selected The findings are as follows. First, Aad had a significance impact on web-site attitude across the department stores. Second, Aad had a significance impact on brand attitude across the department stores. Third, Aad had a significance impact on purchase intentions across the department stores. At the end of this paper, discussion, managerial implications, limitations, and future research directions were suggested.
Keywords
department store; aad(attitude toward an advertisement); web-site attitude; brand attitude; purchase intentions;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
연도 인용수 순위
1 김시월, 박배진, 박혜령 (2004). 소비자의 라이프 스타일과 인터넷 쇼핑몰에서의 상품별 구매횟수 관계 연구. 한국의류산업학회지, 6(2), pp, 184-194
2 구자열, 조봉진 (2000). 광고표현방법, 상품/상표친숙성, 상품평가특성과 상품상징성의 관계에 관한 연구. 경영학연구, 29(1), pp. 293-321
3 홍영준, 유상윤 (1996). 인터엑티브 시대 광고의 주역-인터넷 광고. 광고정보, pp.46-50
4 Ducoff, RH. (1996). Advertising Value and Advertising on the Web. Journal of Advertising Research, 36(5), pp, 21-35
5 Burke, M.C. & Edell, J.A. (1989). The Impact of Feeling on Ad-based Affect and Cognition. Journal of Marketing Research, 26(1), pp, 69-83   DOI   ScienceOn
6 김광수 (1998). 정치광고 후보자의 이미지에 끼치는 영향: 광고태도를 중심으로. 광고학연구, 9(2), pp, 69-87
7 Qimei, C. & Wells. W.D. (1999). Attitude Toward the Site. Journal of Advertising Research, 39(5). pp, 27-37
8 Achenbaurn, AA (1966). Knowledge is a Thing Called Measurement. in L. Adler. and 1. Cresp i(eds). Attitude Research at Sea. MI: Attitude Research Committee. American Marketing Association. p. 113
9 MacKenzie. S.B .. Lutz, RJ. & Belch. G.E (1989). An Empirical Examination of the Structure Antecedents of Attitude toward the Ad in an Advertising Pretesting Context. Journal of Marketing, 53(1). pp, 130-143   DOI
10 MacKenzie. S.B .. Lutz, R.J. & Belch. G.E (1989), An Empirical Examination of the Structure Antecedents of Attitude toward the Ad in an Advertising Pretesting Context. Journal of Marketing, 53(1). pp. 130-143   DOI
11 권소영, 이진영, 오희선, 서용한 (2004). 인터넷 쇼핑몰 이용자의 촉각단서 욕구가 의류상품 구매행동에 미치는 영향에 관한 연구, 한국의류학회지, 6(5), pp, 618-624
12 장은영 (2005). 국내 인터넷 의류 쇼핑몰의 유형별 사이트 구성요소 비교분석. 복식, 55(6), pp. 76-92
13 권희정 (997). 인터넷 광고의 효과에 관한 연구. 한국외국어대학교 대학원 박사학위논문
14 장대련 (1998). 인터넷 광고의 포지셔닝과 효과: 인터넷 광고가 기존 매체광고에 미치는 영향 및 대처방안. 방송광고연구총서, 14. pp. 308-318
15 황진숙 (2003). 인터넷 위험지각 집단의 의복추구혜택, 인터넷쇼핑 태도 및 구매의도. 한국의류학회지, 27(7), pp, 746-757
16 Burke. M.C. & Edell. J.A (1989). The Impact of Feeling on Ad-based Affect and Cognition. Journal of Marketing Research, 26(1). PP. 69-83   DOI   ScienceOn
17 장대련 (1998). 인터넷 광고의 포지셔닝과 효과: 인터넷광고가 기존 매체광고에 미치는 경쟁적인 영향 및 대처방안. 방송광고연구총서, 14, pp, 308-318
18 MacKenzie. S.B. & Lutz. RJ. (1989). An Empirical Examination of the Structure Antecedents of Attitude toward the Ad in an Advertising Pretesting Context. Journal of Marketing, 53(1). pp. 48-65   DOI   ScienceOn
19 이학식, 안광호, 하영원 (1999). 소비자 행동. 서울: 법문사, p. 47
20 Shavitt. S .. Lowery. T.M. & Han. S. (1992). Attitude Functions in Advertising: The Interactive Role of Products and Self-Monitoring. Journal of Consumer Psychology. 1(4). PP. 337-364   DOI
21 Kim, K. & Punj, G.N. (1992). Discriminant Validity of Determinants of Brand Attitude in New Brand Commercial. American Marketing Association Educator Proceedings. Summer, pp. 380-389
22 장대련 (1998). 인터넷 광고의 포지셔닝과 효과: 인터넷 광고가 기존 매체광고에 미치는 영향 및 대처방안. 방송광고연구총서, 14., pp, 308-318
23 MacKenzie, S.B., Lutz, RJ. & Belch, G.E. (1986). The Role of Attitude Toward the Ad as a Advertising Effectiveness: A Test of Competing Explanation. Journal of Marketing Research, 23(2), pp, 130-143   DOI   ScienceOn
24 MacKenzie, S.B., Lutz, RJ. & Belch, G.E (1986). The Role of Attitude Toward the Ad as a Advertising Effectiveness: A Test of Competing Explanation. Journal of Marketing Research, 23(2), pp. 130-143   DOI   ScienceOn
25 김광수 (1998). 정치광고 후보자의 이미지에 끼치는 영향: 광고태도를 중심으로. 광고학연구, 9(2), pp. 69-87
26 Stefanae, S. (1994). Interactive Advertising. New Media, April, pp, 43-52
27 김미숙, 김소영 (2001). 인터넷 패션 쇼핑몰에 대한 소비자의 만족불만족 영향 요인. 한국의류학회지, 25(7), pp, 1353-1364
28 Hawkins, D.T. (1994). Electronic Advertising: On Online Information Systems. Online. 18(2). pp. 26-39
29 Burke. M.C. & Edell, J.A. (1989). The Impact of Feeling on Ad-based Affect and Cognition. Journal of Marketing Research, 26(1). pp. 69-83   DOI   ScienceOn
30 Qimei, C. & Wells. W.D. (1999). Attitude Toward the Site. Journal of Advertising Research, 39(5). PP. 27-37
31 홍희숙, 김기억 (2006). 의류브랜드 커뮤니티에 대한 마케팅 활동이 커뮤니티의 상호작용성 증대에 미치는 영향. 한국의류산업학회지, 8(3). 286-294
32 Zajonc, RB. (1980). Feeling and Thinking: Preferences Need No Inferences. American Psychologist. 35, pp. 151-175
33 박혜정(2003) 대행 인터넷 쇼핑몰에서의 해외 패션 제품에 대한 구매의도. 한국의류학회지, 27(8), pp, 892-903
34 Holbrook, M.B. & Batra. R. (1987). Assessing the Role of Emotions as Mediators of Consumer Response to Advertising. Journal of Consumer Research, 14(3), PP. 404-420   DOI   ScienceOn
35 박성호 (1997). 멀티미디어 온라인 광고의 현황과 발전방향, 광고연구, 34, p, 80
36 Shimp, T.A. (1981). Attitude Toward the Ad as a Mediator of Consumer Brand Choice. Journal of Advertising, 10(2), pp, 9-48   DOI
37 홍희숙 (2006). 의류브랜드 온라인 커뮤니티에 대한 몰입이 브랜드에 대한 심리적 일체감 및 행동적 반응에 미치는 영향. 한국의류학회지, 30(6). pp, 916-927   과학기술학회마을
38 Qimei, C. & Wells, W.D. (1999). Attitude Toward the Site. Journal of Advertising Research, 39(5). pp. 27-37
39 Qimei, C. & Wells. W.D. (1999). Attitude Toward the Site. Journal of Advertising Research, 39(5). pp, 27-37
40 하오선, 신혜원 (2001). 인터넷 의류 구매자의 의류쇼핑 행동, 태도 및 특성. 한국의류학회지, 25(1), pp. 71-82
41 홍금희 (2004). 소비자의 인터넷 쇼핑 구매 경험과 기술 준비성이 인터넷 의류 쇼핑시 위험지각과 만족도에 미치는 영향. 한국의류산업학회지. 6(1), pp.93-101