국내 패션브랜드의 인터넷 PR효과에 관한 실증 연구

Abstract

A practical study on measuring the effect of PR along with PR and message of domestic fashion brand through Internet. To cope with rapid change of marketing environments in the information-intensive society and adjust new wave generated by Internet, Internet homepage has been established and opened. In addition, the importance of PR has been to communicate with customers efficiently and meet the various needs of customers. The purposes of this study are followings. First, to understand whether PR activities of domestic fashion industry through Internet would affect the recipient(receiver) significantly or not. Second, to understand whether the characteristics of homepage message, one of the most important PR activities of fashion industry, would affect the recipient significantly or not. Third, to understand the relations between the effect of recognition and reception and the effect of assuming attitude and purchasing willingness from the recipient perspective. Fourth, to analyze how the PR through Internet in domestic fashion business shows the different effect among groups based on general characteristic of recipients. Fifth, based on the analyses mentioned above, to establish the recipient-oriented(centered) homepage and increase the effect of Internet PR utility message characteristics of recipient response. Through the survey with 265 subjects who have accessed the homepages of domestic fashion brand, the relation between message characteristics of Internet PR and PR effect from the recipient standpoint factor analysis, correlation analysis, regression analysis, and variance analysis. The results of the study is summarized as follows; First, factor analysis indicates that usefulness, credibility, attractiveness turned out to be the major factors of homepage message from recipient viewpoint. For the effect of PR consists of one recognition and reception effect and two attitude and behavior effect such as PR attitude and purchasing willingness. Second, usefulness affects the recognition and reception effect the most, and the credibility does in an certain level. The attractiveness, however, does not affect the recognition and reception effect at all. Therefore, the homepage designer have to make every effect to improve the usefulness of message for better recognition and reception effect. Third, for the effect of attitude and behavior, the usefulness affect the PR attitude the most, and the second is credibility and the thire is attractiveness. Fourth, the credibility affects purchasing willingness significantly and the attractiveness is the second. Yet usefulness has no effect. Accordingly, we have to create the purchasing willingness through enhancing the credibility of the message. Fifth, the effect of recognition and reception affects PR attitude the most and PR attitude influences the purchasing willingness (customer's interest) The effect of recognition and reception affects the purchasing willingness, but it is insignificant. Sixth, variation analysis with the level of education shows us that the effect of recognition and reception and purchasing effect shows significant statistic relations, while PR attitude has no relations with the effect of recognition and reception. Variation analysis with the vocation, the effect of recognition and reception has strong relationship with PR attitude, but the purchasing willingness does not show any relations with the effect of recognition and reception. but there is one limitation in this result. the sample size is small and not various. because of this, this result has possibility of lack of reliability.