소비자의 인구통계적 특성에 따른 모바일 패션광고 기법 및 경로 유형에 대한 만족도가 구매 의도에 미치는 영향

Abstract

The use of mobile devices such as mobile phones has expanded very rapidly in the modern era and, accordingly, mobile advertisements have increased at a very fast pace. This study examines the satisfaction on mobile fashion advertisement and purchase intention of consumers by the types of mobile fashion advertisement in accordance with techniques and channels. In this study, empirical research through a questionnaire survey was conducted. This study consists of empirical research conducted through a questionnaire survey with male and female subjects in their 20s to 50s in Seoul and Gyeonggi region who have experienced seeing mobile fashion advertisements. From the results, differences were found in the level of satisfaction and purchase intention on the types of mobile fashion advertisement for gender and ages. This facilitates the establishment and execution of a strategy for effective mobile fashion advertisement by making reference to the outcome of the analysis of this study. Under the circumstances in which the use of mobile devices is spreading rapidly and mobile fashion advertisement is becoming increasingly important, there is a need for fashion companies pursuing business in apparel and fashion accessories to utilize mobile advertisements more effectively. Fashion companies would be able to achieve better business performance through effective mobile fashion advertisement considering this study.