청소년의 광고에 대한 태도가 구매행동에 미치는 영향

The Influence of the Attitude to the Advertising on Purchasing

The purpose of this research is to provide some fundamental information for the effective use of advertising of Korean adolescents by analyzing the adolescents’ attitude toward advertising and it’s information aquisition, influential power, confidence and satisfaction when they purchase some goods and services. The major findings were as follows : 1. There were significant differences about their attitude toward Ad, in accordance with their parents’ monthly income level. It tells us that the attitude got better if the income level was getting higher. 2. Purchasing behavior of clothes. 1) We discoverd that information acquisition rate through Ad, were high with girls and students who got fathers in their 40’s. 2) The degree of satisfaction and influence got the highest score with the students who had fathers under 40’s. 3) In the case of satisfation degree, it showed the highest points were the fathers of engineers and executives. 3. Shoes purchasing behavior. The points of influence and confidence degree were high with the middle class in come level students. 4. In the act of confectionery purchasing behavior. 1) The higher score of information acquisition and influence showed girls, their mothers’ age are from 41 to 50 and the higher fathers’ educational level. 2) The higher fathers’ educational level, the higher score of the confidence. 5. In the act of purchasing drink. 1) The higher degree of in fluence showed higher fathers’ educational level and larger income level of their home. 2) The school boys, higher educational level of their fathers and were being middle level of their income, the higher degree of confidence. 6. Through doing the Regression Analysis to see the relationship between the general attitude and purchasing behavior about Ad. The judgement degree influences a lot upon the satisfation degree by Ad. when people buy things, on the other hand, it couldn’t effect on the interest and need degree. This results are very suggestive of problems related to Ad., so we need to educate adolescent consumer and ask enterprisers to consider their responsibility and morality.