earticle

영어

The purpose of this study was to examine the way of utilizing fashion magazine information(ads, collections, interviews with celebrities and introduction of shopping malls) among college students on the assumption that there would be differences in their reception of the information according to their demographic variables(academic year, gender, major, average monthly family income and spending on fashion products). The subjects in this study were 349 selected college students. A survey was conducted from June 25 to July 20, 2014. A statistical package SPSS WIN 15.0 was employed to obtain statistical data on percentage to grasp the general characteristics of the students, and t-test, one-way ANOVA, frequency analysis, x2 (chi-square) test and Scheffe test were used to find out their reception and usage of fashion magazine information. The students whose average yearly spending on fashion items were larger were better at receiving ads among the different sorts of fashion magazine information, and the students who were female, who were freshmen, who majored in humanities or social studies and whose average monthly family income was between four million won and less than six million won were better at receiving interview information. As for the relationship between the reception of fashion magazine information and the purchase of fashion products, fashion products that were advertised in fashion magazines were most purchased, followed by collections, interviews and shopping. Concerning fashion coordination, what's informed through ads was best received, followed by collections, shopping and interviews.

한국어

이 연구는 대학생들의 인구통계학적인 변인(학년, 성별, 전공, 가정의 월평균 수입, 패션상품구입 비용)에 따 라 패션잡지정보(광고, 컬렉션, 유명인사와의 인터뷰, 쇼핑몰 소개)의 수용도에 차이가 있을 것이라 보고 이러 한 정보들을 어떻게 활용(패션상품 구입, 패션코디-자기연출-)하는지 알아보는 것이 연구의 목적이다. 위의 연구 목적을 달성하기 위해 2014년 6월 25일부터 7월 20일까지 349명에게 설문 조사를 하여, SPSS WIN 15.0 프로그램을 이용하여 연구대상자의 일반적 특성을 파악하기 위하여 백분율을 산출하였으며, 대학생들의 패션잡지 정보 수용과 패션잡지 정도 활용도를 알아보기 위해 t-test(검증)와 One-way ANOVA(일원변량), 빈 도분석, X2(Chi-square)검증, Scheffe 검증을 실시하였다. 패션잡지 정보 중 광고에 있어서는 년 평균 패션상 품 구입비가 높은 학생일수록 광고 수용이 높았고, 인터뷰 정보에 있어서는 여학생과 1학년, 인문사회전공 학 생, 가정의 월평균 수입이 400∼600만원 미만인 학생이 높게 나타났다. 대학생들의 패션잡지정보 수용에 따른 패션상품 구입에 대해서는 패션잡지에 광고가 소개될 경우 패션상품 구입이 가장 높게 나타났으며, 다음으로 컬렉션, 인터뷰, 쇼핑 순으로 나타났다, 패션코디 부분에서는 광고가 소개될 경우 패션 코디가 가장 높았고, 다음으로 컬렉션, 쇼핑, 인터뷰 순으로 나타났다.