패션광고의 동성애 표현에 관한 소비자 태도 연구 = A Study on Consumers' Attitudes toward Homosexual Expression in the Fashion Ads

국문 초록 (Abstract)

동성애자들의 수가 점점 증가하면서 동성애를 암시하는 광고도 또한 많아지고 있다. 이에 본 연구는 소비자들의 성정체성, 정보원 활용도, 유행추구성향이 동성애 표현 광고태도 및 구매의도에 미치는 영향을 알아보았다.
조사대상은 20-30대 남녀 90명을 대상으로 임의 표집하였고, 측정도구로는 설문지를 이용하였고, 자극물로 여성동성애 표현광고 1점과 남성동성애 표현광고 1점을 사용하였다.
연구결과는 다음과 같다.
첫째, 성정체성은 여성애 표현광고와 남성애 표현광고에 대한 태도 및 구매의도에 유의한 영향을 미쳤다.
둘째, 유행성 추구성향은 여성애 표현광고와 남성애 표현광고에 대한 태도 및 구매의도에 유의한 영향을 미쳤다.
셋째, 패션정보원으로서 미디어 활용은 여성애 표현광고와 남성애 표현광고에 대한 태도 및 구매의도에 유의한 영향을 미쳤다.

다국어 초록 (Multilingual Abstract)

The purpose of the study was to investigate how comsumer's gender identity, fashion orientations and degree of using media affect their attitudes toward the fashion ads which include homosexual expressions and intention of buying the goods. For the study, the questionnaire was used and the data was collected from 900 respondents (546men and 354women, aged from 20 to 39).
The results of the study are as follows. First, men and women who have higher masculinity showed more positive attitude toward the ads including female homosexual expression and men who higher feminity showed more positive attitude toward the ads which have male homosexual expression. Second, men and women who have higher feminity showed stronger intention of buying the goods which have female homosexual expression ads and men who have higher feminity also showed stronger intention of buying the goods which have male homosexual expression ads. Third, men and women who have higher fashion orientations showed more positive attitude toward the ads which have homosexual expressions and stronger intention of buying the goods. Third, men and women who have higher utilization of media, especially movies and videos, as fashion information sources showed more positive attitude toward the ads which have homeoexual expressions and stronger of buying the goods.