남성모델과 여성모델을 이용한 여성화장품광고의 광고효과에 대한 연구

Abstract

In the female cosmetics advertisements, there are male models or female models as spokesman. According to the advertising appeal, the gender of the models could have some impact on consumers, such as the attitude towards advertisement, products or Purchase intention. Therefore, the purpose of the study is to help set the advertising strategy and direction of female cosmetics. Based on the researches of literature on advertising models, the research model and the problems in this study are set as follows. According to the gender of the model, the model attributes and advertising appeals are set as independent variables, and the attitude towards advertising, the attitude towards products and purchase intention are set as dependent variables. In order to practical analysis, an experimental advertisement was made, then conduct questionnaire survey to 240 Chinese students in South Korea. Except or dishonest questionnaire results, 176 questionnaires were analyzed. The SPSS ver 21.0 statistical software was used as statistical analysis of questionnaires to conduct the frequencies analysis, factor analysis, coronbach’s(), t-test and regression analysis.