Today, Advertisement affects the daily consumption life of consumers because of the features and advantages of advertisement. In particular, and so does the TV advertisement. Therefore, customer education is required for the consumers so that they can lead a rational consumption through TV advertisement quality. In addition, with the introduction of the many new-born distribution channels, the recent market environment in apparel industry is changing, and the service and image of store types consumers can choose are increasing. The purpose of this research is to offer basic data which can help consumers to acquire necessary information and conduct rational consumption through TV advertisement. Also purchasing behavior of consumers communicate, feels of consumers about store image, TV advertisement quality of what is the attitude of the relative influence presents.

Abstract
 1. 서론
  1.1 연구배경
  1.2 연구목적
 2. 이론적 배경
  2.1 서비스품질의 정의
  2.2 의사소통
  2.3 점포이미지
  2.4 광고태도
 3. 연구방법
  3.1 연구모형 설계
  3.2 연구가설 설정
 4. 연구분석 및 결과
  4.1 자료수집
  4.2 요인분석
  4.3 신뢰도 분석
  4.4 회귀분석
 5. 결론 및 향후방향
  5.1 연구의 요약 및 시사점
  5.2 한계점 및 향후방향
 6. 참고문헌

• 김호준 | Ho-Joon Kim
• 조재립 | Jai-Rip Cho