Journal of the Korean Home Economics Association 1997;35(1):291-306.
논문편 : 에로티시즘 표현 진 의류광고의 선호도 및 제품 구매의도에 대한 유행의사선도자와 추종자 집단간 차이
홍희숙
연세대학교 의류환경학과 의류과학연구소
Eifferences between Fashion Opinion Leader and Follower in Preferences of Advertisements and Intentions to Buy the Advertised products in sexuality Oriented Fashon Jeans Advertising
홍희숙
ABSTRACT
The purposes of this study were 1) to identify the gender differences in the perception of sexuality in jeans fashion advertising 2) to identify the differences between fashion opinion leaders and followers in the preferences of advertisements and followers in the preferences of advertisements and intentions to buy the advertised jeans in highly and low sexual advertising. The data were collected via a questionnaire from 441 collesge students(female=225, male=216) living in Seoul. Korea, and analyzed by t-test. The results of this study were as follows: First there were significant differences between male and female in the perception of sexuality in jeans fashion advertising. Second to significant differences between fashion opinion leaders and followers in intentions to buy the advertised jeans of highly sexy advertisements were found in the data collected from male. But there were not significant differences between fashion opinion leaders and followers in preferences and intentions to buy the advertised jeans of highly sexy advertisements in female's data. Third there were significant differences between fashion opinion leaders and followers in the preference of low sexy advertisements in female's data. But there were not significant differences between fashion opinion leaders and followers in preferences and intentions to buy the advertised jeans of low sexy advertisements in male's data.
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