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A Study on the Effect of Mobile Comparative Advertising Message, Fashion Product Type and Uncertainty Avoidance Propensity on Purchase Intention
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모바일 비교광고 메시지와 패션제품유형, 불확실성 회피성향이 구매의도에 미치는 영향

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Type
Academic journal
Author
Saem Nam (성균관) Sun Jun Hwang (성균관대학교)
Journal
The Korean Society of Costume Journal of the Korean Society of Costume Vol.67 No.5 (Wn.204) KCI Accredited Journals
Published
2017.8
Pages
108 - 119 (12page)
DOI
10.7233/jksc.2017.67.5.108

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A Study on the Effect of Mobile Comparative Advertising Message, Fashion Product Type and Uncertainty Avoidance Propensity on Purchase Intention
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Research history (2)

2017

A Study on the Effect of Mobile Comparative Advertising Message, Fashion Product Type and Uncertainty Avoidance Propensity on Purchase Intention
Saem Nam ,  Sun Jun Hwang Journal of the Korean Society of Costume 2017.08 Academic journal

2016

(A) study on the effect of uncertainty avoidance propensity, comparative advertising message, and fashion product type on advertisement attitude : Focused on mobile advertisement
남샘 의상 2016.01 Thesis
  • Are you curious about the follow-up research of this article?
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  • Check the research history of this article

Abstract· Keywords

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Efficient marketing strategies have become requisites in the mature fashion industry due to the fierce competition among global fashion companies. One such strategy is comparative advertisement between follower brands and a pioneer brand. The design consisted of mixed design of 2(uncertainty avoidance propensity: high vs. low) x 2(comparative advertisement message: one-sided vs. two-sided) x 2(fashion product type: practical vs. pleasure). This study was conducted on 233 female women in their 20~30s in Seoul, and used a total of 183 copies in the final analysis, excluding 33 unfaithful or incomplete copies and 17 data that fell under the median of uncertainty avoidance propensity. Frequency analysis, credibility analysis, t-test, three-way ANOVA, and simple interaction effect analysis were conducted using SPSS 18.0 Statistical Package for data analysis.
The results of this study were as follows. First, it was identified that purchase intention differed depending on the comparative advertisement message and type of fashion products. Secondly, it was identified that comparative advertisement message and type of fashion products had significant interaction effect on purchase intention. Thirdly, it was identified that there is significant difference in the effect of uncertainty avoidance propensity of consumers and comparative advertisement message on purchase intention.
#product type(제품유형) #purchase intention(구매의도) #type of comparative advertising message(비교광고메시지) #uncertainty avoidance propensity(불확실성 회피성향)

Contents

ABSTRACT
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구방법
Ⅳ. 연구 분석 및 결과
Ⅴ. 결론 및 제언
References

References (33)

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Ash, Stephen B., & Wee, C. H.(1983). Comparative advertising: a review with implications for further research. Advances in Consumer Research, 10, 370-376. Chae, H., Ko, E., & Han, J.(2015). How do customers’ SNS participation activities impact on customer equity drivers and customer loyalty? Focus on the SNS services of a global SPA brand. Journal of Global Scholars of Marketing Science, 25(2), 122-141. Chae, M., Kim, J., Kim, H., & Ryu, H.(2002). Information quality for mobile internet services: a theoretical model with empirical validation. Electronic Markets, 12(1), 38-46. Choi, H. & Kim, J. W.(2006). An empirical study of the effect of uncertainty avoidance on post-adoption behavior: focusing on mobile internet services. Asia pacific journal of information systems, 16(3), 95- 116. Dhar, R. & Wertenbroch, K.(2000). Consumer choice between hedonic and utilitarian goods. Journal of Marketing Research, 37(1), 60-71.

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