Journal of the Korean Home Economics Association (대한가정학회지)

The Korean Home Economics Association (대한가정학회)
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Internet Fashion Advertising Avoidance: Internet Advertising Attributes

인터넷 패션 광고 회피에 관한 연구: 인터넷광고속성을 중심으로

  • Cho, Se-Na (Department of Clothing & Textiles, Sungshin Women’s University) ;
  • Lee, Seung-Hee (The Fashion School, Kent State University)
  • Published : 2009.11.01
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Abstract

The purpose of this study was to investigate advertising avoidance of the Internet fashion advertising. Three hundred and thirty college students living in Seoul and its suburb participated in this study. For data analysis, descriptive statistics, reliability, and Structure Equation Modeling were used. The results were as follows. First, an ‘informativeness’ and ‘entertainment’ of advertisement affected negatively on fashion advertising avoidance. Second, ‘the perceived intrusiveness’ of advertisement did not affect significantly on fashion advertising avoidance. Third, ‘the clutter’ of advertisement did affect positively on advertising avoidance. Based on these results, this study would provide Internet fashion marketers more efficient Internet fashion advertising strategies.

Keywords

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