광고모델과 패션제품의 유형, 유행관여도가 광고 호의도에 미치는 영향

Effects of Types of Endorser and Fashion Goods, Fashion Involvement on Preference of Advertising

This study focuses on analysing the effect of different types of advertisement endorsers and fashion products as well as fashion involvement on advertising effects and purchase intentions. The factorial design of this study is 2(type of endorser: celebrity vs fashion model) x 2(type of fashion product: hedonic vs utilitarian) x 2(fashion involvement: high vs low) 3-way mixed design. Respondents of this study are women residing in seoul and Gyeonggi areaaged between 20-50. Among 274 responses collected through both online and offline surveys, 231 responses were analysed. Results of this study are as follows. Firstly, all independent variables-type of endorser, type of fashion product, and fashion involvement-had significant effect on both advertising effect. Secondly, type of endorser and fashion products showed significant interaction effect on advertising effect. Preference on advertisement and purchases intention appeared to be significantly more positive when fashion models are endorsing utilitarian products such as jeans rather than hedonic product like perfume. Lastly, 30way interaction effects between type of endorser, type of fashion product, and fashion involvement on preference on advertisement and purchase intentions were both significant. Consumers with high fashion involvement level were more likely to prefer the advertisement and purchase the product when utilitarian products are endorsed by fashion models.