틱톡 패션광고의 특성 및 선호도가 패션 상품의 구매 의도에 미치는 영향 - 중국 20~30대 여성 소비자 중심으로

• Published in: The Research Journal of the Costume Culture Vol. 30; no. 4; pp. 548 - 562
• Main Authors: 김칠순, Chil Soon Kim, 유묘, Miao Yu
• Format: Journal Article
• Language: Korean
• Published: 복식문화학회 31.08.2022
• Subjects: advertising preference; characteristics of fashion advertising; purchase intention; TikTok; 광고 선호도; 구매 의도; 생활과학; 틱톡; 패션광고 특성
• ISSN: 1226-0401; 2383-6334
• DOI: 10.29049/rjcc.2022.30.4.548

We conducted this study to determine the TikTok usage status of Chinese consumers, and the effect of fashion advertisement type preference and TikTok characteristics on fashion product purchase intentions. For this study, we conducted a literature review and survey method. The following conclusions...