Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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Impact of Consumer Need for Cognition, Contextual Consistency of Mobile Fashion In-app Advertising, and Product Involvement on Advertising Attitude

소비자 인지욕구와 모바일 패션 인앱 광고의 맥락일치성, 제품 관여도가 광고태도에 미치는 영향

  • Cho, Min-hee (Dept. of Fashion Design, Sungkyunkwan University) ;
  • Han, Sang-In (Dept. of Fashion Design, Sungkyunkwan University) ;
  • Hwang, Sun-Jin (Dept. of Fashion Design, Sungkyunkwan University)
  • 조민희 (성균관대학교, 의상학과) ;
  • 한상인 (성균관대학교, 의상학과) ;
  • 황선진 (성균관대학교, 의상학과)
  • Received : 2022.01.05
  • Accepted : 2022.02.17
  • Published : 2022.05.30
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Abstract

Recently, as the importance of mobile marketing is emphasized, the in-app advertising market, which inserts ads into applications, is growing. The purpose of this study is to verify the interaction effects of need for cognition, contextual consistency, and product involvement on advertising attitude. The experimental design of this study is a three-way mixed design of 2 (consumer need for cognition: high vs low) × 2 (contextual consistency: context match vs context mismatch) × 2 (product involvement: high vs low). The subjects of the survey were 337 men and women in their 20s and 30s Living in Seoul and Gyeonggi-do. SPSS 25.0 statistical program was used to analyze frequency analysis, reliability analysis, t-test, three-way ANOVA, and simple main effect analysis. The analysis results are as follows. First, contextual consistency of mobile fashion ads showed significant effect on advertising attitude. Second, consumer need for cognition and contextual consistency of mobile fashion ads showed significant interaction effect on advertising attitude. Third, contextual consistency of mobile fashion ads and product involvement showed significant interaction effect on advertising attitude. Finally, product involvement and consumer need for cognition showed a significant interaction effect on advertising attitude. Based on the research results, it will help fashion companies to establish effective mobile in-app advertising strategies.

Keywords

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