어린이들의 나이 차에 따른 유명인 광고모델속성이 미치는 영향

Advertising is very important role in childhood consumer socialization. The majority advertising on children is the use of celebrity endorsers. The use of celebrity endorsers in advertising led to not only more favorable advertise rating but also more positive product evaluation and purchase intent. This research provides a starting point for assessing the impact of celebrity endorse advertising on children of different ages. How children of different ages respond to the impact of a celebrity's likability, expertise and similarity on a children's attitudes and purchase intents. Four hundred twenty elementary school students were assigned randomly to the treatment conditions. Forty one subject were excluded because they did not perceived the celebrity spokespersons. 379(189 children were the third grade students, 190 were the sixth grade students) were used in the final analysis. The results of the study are as follows; First, celebrities were perceived as being significantly different from each other with respect to their likability, expertise and similarity. Second, the third grade students respond differently than the sixth grade students to the impact of a celebrity's likability, expertise and similarity on a children's attitudes and purchase intents. The perceived likability was directly related to attitudes-toward-the-Ad in the third grade students, the perceived expertise was directly related to attitudes-toward-the-Ad andattitudes-toward-the-product in the sixth grade students, the perceived similarity was directly related to attitudes-toward -the-product in the sixth grade students. Third, regardless of age, the three endogenous variables Aad, AP and PI were positively linked, but Aad was not significantly and directly linked on PI. And Finally, the perceived likability, expertise and similarity influence purchase intent, however, results of the path analysis suggest that they do this in different ways on children of different ages.