대학이미지광고, 대학이미지와 대학 및 전공선택행동의 관계연구 -패션관련 전공자를 중심으로-
The Relationships between the Advertising of a College Image and the College Image, and the Behavior of Choosing a College and a Major - Focused on the Students of Fashion Related Majors -
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초록
The purpose of this study was to investigate the relationship between the image advertising of a college andin Daegu. Convenienced sampling was performed, and 259 responses were used for analysis. In the statistical analysis,factor analysis and regression analysis were used for verification. The results were as following; The image advertisingconcept of a college constituted one factor, and the college image consist of the college's internal image factor and theexternal image factor. It shows that the image advertising of a college/the college image has a direct influence on thebehavior of chosing a college and a major. Furthermore, through interaction with the college image, the image adver-tising also has an indirect influence.
Abstract
The purpose of this study was to investigate the relationship between the image advertising of a college andin Daegu. Convenienced sampling was performed, and 259 responses were used for analysis. In the statistical analysis,factor analysis and regression analysis were used for verification. The results were as following; The image advertisingconcept of a college constituted one factor, and the college image consist of the college's internal image factor and theexternal image factor. It shows that the image advertising of a college/the college image has a direct influence on thebehavior of chosing a college and a major. Furthermore, through interaction with the college image, the image adver-tising also has an indirect influence.
참고문헌 (22)
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