패션제품의 인터넷 광고 회피에 관한 연구

Abstract

Nowadays, the industry and the academic interested in Internet advertising. As the Internet advertising market is rapidly growing, and new technologies are continuously introduced, the advertising of fashion products on the Internet is remarkably developing. As for the Internet advertising types, new types of advertising, such as scroll banner, pop-up, pop-under, and full-page advertisements, emerge from the main type of site banner advertising in early stages. Those new advertising techniques lead to forced and involuntary exposures to advertising so as to attract Internet users’ attention, disturb consumers’ information processing flows, and increase perceived intrusion. As a result, those new advertising techniques cause negative feelings. The repetition of negative feelings arouses various advertisement avoiding behaviors, and these advertisement avoiding behaviors become the biggest cause decreasing advertising effects. The ratio of fashion products in Internet shopping is on the rise, and online fashion shopping malls, which are rapidly growing, make fashion marketers realize that the Internet is a greatly important medium. In this study, investigates on the Internet effectiveness of fashion products are sincerely needed. The purpose of this study is to investigate the impacts of major properties of the Internet fashion product advertising on advertising avoidance, an intention to click, an intention to purchase, and relationships among variables. Based on the results, this study presents the following practical implications helpful to future fashion advertising planning by seeking measures to utilize the Internet advertising of fashion products to enhance the Internet advertising effects, after analyzing the predictable variables of advertising avoidance. This subject used for this study were 330 male and female University students and results of this study were the following. First, an informativeness of advertisement, which can be one of the Internet advertising properties, diminishes advertising avoidance. Internet users do not avoid advertisement, when it provides useful information, and they click advertisement content to acquire relevant information, although they are disturbed by the exposed advertisement, while they surf the Internet. Second, the entertainment of advertisement, which can be one of the advertising properties, negatively affects advertising avoidance. Third, the perceived intrusiveness of advertisement, which can be one of the advertising properties, but does not significantly affect advertising avoidance, unlike a prediction that it will cause advertising avoidance. Fourth, the clutter of advertisement, which can be one of the advertising properties, increases advertising avoidance. From this, it has been found that advertisement containing greatly complex content reduces advertising effects. Moreover, a hypothesis that advertising avoidance diminishes an intention to click has been adopted: advertising avoidance decreases an intention to click. Lastly, a hypothesis that an intention to click has a positive relation with an intention to purchase has been also supported: an increase in the intention to click induces positive advertising attitude, and accordingly, increases an intention to purchase. In consequence, this study implies that the most important thing in the Internet advertising planning by fashion advertising marketers is to produce advertisement containing an entertainment of advertisement, which can arouse interest, as well as useful and diverse information. If advertising becomes complex, advertising avoidance can increase. For this reason, when simple, noticeable, and impressive advertisement is exposed on the Internet using various techniques, advertising perception and an intention to click the advertisement can be elevated. This in turn is considered to effectively work in enhancing advertising effects.