Qualitative consumption is a trend in the children clothing market and watching TV of childcare-entertainment reality programs are becoming popular. This study examines the watching degree of childcare-entertainment reality TV programs of parent buyer (30s) and potential buyer (20s) and we investigate their shopping orientation of children wear. We did the survey research of 200 consumers with SPSS statistical analysis including the review of internet news, paper, and books on children wear shopping orientation. The results are following: first, the longer the watching time of childcare-entertainment reality TV programs, the higher shopping orientation, such as following the fashion of child stars, and the higher the watching preferences on childcare-entertainment reality programs, the greater shopping orientation in following childcare-entertainment reality programs star when they are purchasing children's clothing. Second, potential consumers as well as parent consumers were affected by watching the childcare-entertainment reality programs. Watching childcare-entertainment reality TV programs could give the impact when they were shopping children’s clothing because they wanted to follow the fashion of childcareentertainment reality programs TV star. Accordingly, the exposure of the childcare-entertainment reality programs for children clothing is found to be positive to the both current and future consumers.

1. 서론
 2. 이론적 배경
  2.1. 육아 예능 프로그램 현황과 특성
  2.2. 육아 예능 TV 프로그램 내의 의도적 노출 및구매태도
  2.3. 유아동복 시장현황
 3. 연구 방법
  3.1. 연구방법
  3.2. 연구문제
  3.3. 자료 수집 및 분석 방법
 4. 연구 결과
  4.1. 연구변인들의 요인분석 및 신뢰도 검정
  4.2. ‘성인복 쇼핑성향’과 ‘아동복 쇼핑성향’의상관관계분석
  4.3. ‘육아 예능 TV 프로그램 시청시간 및시청선호도’와 ‘아동복 쇼핑성향’의 상관
  4.4. 실제 소비자와 잠재적 소비자에 따른 아동복쇼핑성향 비교 분석
 5. 결론 및 논의
 REFERENCES

• 김유나(인하대학교 생활과학대학 의류디자인학과) | Yuna Kim
• 김예리(인하대학교 생활과학대학 의류디자인학과) | Yeri Kim
• 김지수(인하대학교 생활과학대학 의류디자인학과) | Jisu Kim
• 나영주(인하대학교 생활과학대학 의류디자인학과) | Youngjoo Na 교신저자