Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
권호 표지

The Relationships between the Advertising of a College Image and the College Image, and the Behavior of Choosing a College and a Major - Focused on the Students of Fashion Related Majors -

대학이미지 광고, 대학이미지와 대학 및 전공 선택행동의 관계연구 - 패션관련 전공자를 중심으로 -

  • 장경혜 (계명문화대학 패션디자인과)
  • Received : 2008.02.24
  • Published : 2008.04.30
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Abstract

The purpose of this study was to investigate the relationship between the image advertising of a college and the college image, and the behavior of choosing a college and a major. Data were collected from students of 4 colleges in Daegu. Convenienced sampling was performed, and 259 responses were used for analysis. In the statistical analysis, factor analysis and regression analysis were used for verification. The results were as following; The image advertising concept of a college constituted one factor, and the college image consist of the college's internal image factor and the external image factor. It shows that the image advertising of a college/the college image has a direct influence on the behavior of choosing a college and a major. Furthermore, through interaction with the college image, the image advertising also has an indirect influence.

Keywords

Acknowledgement

Supported by : 계명문화대학교내

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