패션 커머스 플랫폼의 광고 특성 및 소비가치가 플랫폼에 대한 태도와 패션 제품 구매의도에 미치는 영향

초록

As the fashion e-commerce market expands around vertical platforms, advertising has become an increasingly important communication strategy for attracting consumer attention and engagement. This study thus examined how five advertisement characteristics—personalization, playfulness, informativeness, interactivity, and liveness—influence consumers’ attitudes toward advertisements, with advertising engagement serving as a mediating variable. It further explored how positive attitudes toward advertisements transferred to those toward the platform and, ultimately, to purchase intentions. Additionally, the study investigated whether the platform’s perceived consumption value (utilitarian and hedonic) affected consumers’ attitudes toward it. An online survey was conducted with 300 consumers in their 20s and 30s residing in Seoul, South Korea, all with prior experience purchasing from fashion commerce platforms. Data were analyzed using SPSS 21.0 through descriptive statistics, factor analysis, multiple regression, and mediation analysis. The results indicate that advertising engagement partially mediated the relationship between advertisement characteristics and attitudes toward advertisements. Moreover, attitudes toward advertisements significantly influenced those toward the platform, which in turn positively affected purchase intention. Among consumption values, utilitarian value had a stronger impact on attitudes toward the platform. These findings provide strategic insights for developing consumer-oriented and competitive advertising strategies in fashion platforms.

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