0-6
The Effects of Internet Fashion Shopping Advertising Model on Consumers' WOM Effect
Seung-Hee Lee, You-Na Noh Sungshin Women's University
I . Introduction
Today most companies have used advertising for company profits and product sales as communication promotion strategy. However recently companies have been adopting Word of Mouth (TOM) communications which are faster in diffusion and have more authenticity than mass communications, in ter•하s of spreading production and information of production(Jun & park, 2003). Thus, 찌any internet shopping mall marketers have 냐sed WOM marketing strategy for their advertisement, especially 'star marketing* . According to Kim & Lee(2002), teenagers have more positive attitudes about celebrity advertisement models than college students. Therefore, the purposes of this study were to investigate if star marketing of on-1ine shopping malls affects consumers' WOM effect, and to compare the differences of consumption behavior between female teenagers and college students. These results would be helpful for apparel on-1ine shopping marketers, providing more effective marketing strategies.
II ・ Method
This research instruments were consisted of items advertisement attitudes about star marketing effect (Kim, 2005 Im & Hong, 2004), and WOM effect after purchase (Lee & Lee, 2005 Lee & Lyi, 2004). For this study, 205 female teenagers and co11ege students who had purchased fashion goods through internet shopping mal 1 participated. For data analysis, factor analysis, correlation analysis, regression analysis, descriptive analysis and, T~test were used.
HI. Result
-As a results, first, the greater exposure to celebrity models, the greater the good feelings about them, showing respondents, positive consumption behavior. Second, consumers who were pursuing celebritiesf style were influenced by WOM behavior. Third, female college students were affected more by celebrity style and bought fashion items than female teenagers. However, female teenagers conducted more WOM behavior than college students. Although female teenagers showed less consumption behavior via internet shopping mal 1 than female college students, they were more influenced by WOM than college students. Celebrity advertising models tend to make consumers feel more buying than general models do. That is, advertising models make consumers have more trust about fashion goods, leading to impulse buying of acceptance of celebrity styles. From these results, generally celebrity advertising models inon-1ine shopping malls have affected on female teenagers and college students' consumption behavior and WOM effect. Therefore, on-line fashion marketers would use these data for more their efficient fashion marketing strategies.
IV. References
1) Kim, B.H. (2005). A study of perception of consumers to product placement(PPL) in television programs TV. The Korean Journal of
advertising, 16(2), 233-261.
2) Kim, J. S. & Lee, M. S. (2002). The effect of star - entertainer imitation behavior on adolescents' clothing behaviors. The Korean Home
Economics Association, 40(4), 201-210.
3) Lee, E. Y. & Lee, T. M. (2005). The effects of information characteristics on word of mouth performance in online environment- focused on the moderating effect of consumer knowledge. The Korean Journal of advertising, 16(2), 145-171.
4) Lee, H.S. & Lyi, D.R. (2004). A study on the effects of online postscript as word-of-mouth. Korean Society of Advertising Studies, 8(2), 234-265.
5) Im, H. J. & Hong, K.H. (2004). Transactions : A study on information search and impulse buying behavior according to the internet clothing shopping motives. Journal of The Korean Society of Clothing and
Textiles, 28(8), 1065-1075.
