Earticle

초록

영어

The purpose of this study is to figure out the effects of advertisements (functional value, sentimental value, self-expressing value) depending on the gender in regard of the attitude towards the advertisement, brand attitude, purchase intention, and the characteristic and quality of the product. From the study on the university students, there was a meaningful interaction among the independent variables in regard of attitude towards advertisement, brand attitude, purchase intention, and characteristic of the product in the four dependent measurements used for the index of advertisement effects. In terms of the attitude towards advertisements, brand attitude, purchase intention, and the characteristic of the product according to the gender and value suggestion, functional convenience was more influential for men compared to the sentimental convenience and self-expressing value. On the other hand, self-expressing value was more influential for women in terms of the advertisement effect and the characteristic of the product. The main effects depending on the gender were common in four dependent values such as attitude towards advertisement, brand attitude, purchase intention and characteristic of the product, and the average of all values was higher from women. Thereby, it can be said that women show more positive advertisement effects in terms of attitude and purchase than men. The main effects on the value suggestion were meaningfully indicated in advertisement attitude, brand attitude, and characteristic of the product except the purchase intention. Also, the functional and self-expressing value made better advertisement effect, while the sentimental value showed a comparatively lower advertisement effect. In terms of the sentimental value, a comparatively low advertisement effect was shown statistically compared to the functional and self-expressing value in all dependent values, but there was no big difference depending on the gender. That is, in terms of the sentimental value, a separate value suggesting advertisement can be more influential when it is combined with the functional value for men, and for women if it is combined with self-expressing value.

목차

I. 서론
  1. 문제의 제기 및 연구목적
 II. 이론적 배경
  1. 가치제안
  2. 구매의도에 영향을 미치는 광고태도, 브랜드 태도
  3. 성별에 따른 소비자의 광고정보처리
 III. 연구방법
  1. 참여자 및 연구설계
  2. 독립변수의 조작
  3. 종속변수의 측정
  4. 실험 절차
  5. 분석 방법
 IV. 연구결과
  1. 조작 체크
  2. 측정 항목의 신뢰도 분석
  3. 종속 측정치에 대한 결과 분석
 V. 결론 및 논의
 참고문헌
 Abstract

저자

• 한광석 [ Han, Kwang-seok | 대림대학 경영정보계열 광고홍보 ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  경영과 정보연구 [Management Information Systems review]

• 간기

  계간

• pISSN

  1598-2459

• 수록기간

  1997~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 325 DDC 658