영화 속 패션상품 간접광고에 관한 연구

Abstract

This research has examined the relationship among film interest, clothing involvement, attitudetowards ppl, preference for fashion products, and purchasing intention. In april 2014, 210 universitystudents in Seoul and Incheon filled out a survey. Frequency analysis, k-cluster analysis,t-test, anova, duncan's multiple range test, regression, and mediation regression analysis were usedto analyze. Students who were more interested in film were higher in clothing involvement. Clothing involvement had larger influence on preference for fashion products and purchasing intentionthan film interest. Students highly involved in clothing had more positive attitude towardsppl, preference for fashion products and purchasing intentions. Clothing involvement, attitude towardsppl and preference for fashion products directly influenced purchasing intention. The preferencefor fashion products had the largest influence on purchasing intention. The preference forfashion products and attitude towards ppl had mediation influences between clothing involvementand purchasing intention.