The study on satisfaction and intent to reuse by type of advertisement as a result of Internet fashion information search
인터넷 패션 정보탐색에 따른 광고유형별 만족도와 재이용의도에 관한 연구

Eun-Suk Je
2012 Fashion business  
This study is intended to analyze the effect of fashion consumer's information search on satisfaction with advertisement and the intent to reuse depending on type of advertisement. The survey of the men and women in their 20s and 30s living in Seoul and metropolitan area was conducted for data collection, beginning in 17th through 24th, October 2011. Total 355 copies of questionnaire were used for final data analysis and reliability analysis, factorial analysis and multiple regression analysis
more » ... egression analysis were carried out using SPSS 16.0. The results were as follows. First, for banner, e-mail and search advertisement, constant information search had influence on convenience for use and satisfaction with information, and for e-mail advertisement, information search appeared to have had effect on satisfaction with information. Second, constant information search by type of advertisement had effect on intent to reuse. Third, convenience for use, information and satisfaction with the interest by Internet user had influence on the intent to reuse, while for the user of search advertisement, convenience for use and satisfaction with information had effect on the intent to reuse. Key Words : 정보탐색 광고유형 Information search( ), Type of advertisement( ), Satisfaction 만족도 재이용의도 ( ), Intent to reuse( )
doi:10.12940/jfb.2012.16.2.062 fatcat:efjffypxgne3fhule3kbua7r44