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. 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, demographic background, 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 서비스 및 서비스품질의 개념
  2.2 TV광고의 영향력
  2.3 광고태도
  2.4 의사소통
 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 경로분석
 5. 결론 및 향후방향
  5.1 연구의 요약 및 시사점
  5.2 향후방향
 6. 참고문헌

• 김호준
• 조재립