스포츠보증인 속성이 광고효과에 미치는 영향- 긍정적 정보유형을 중심으로

This study examines an influence of the attribute due to positive information of an celebrity athlete endorser on the effects of advertisement through an experimental study closely. In order do so, fit index of model and hypothesis are examined through structural equation model(SEM) analysis by producing stimuli of positive information. The results are summarized as follows. First, although attractiveness and reliability among attributes of an celebrity athlete endorser based on positive information of an athlete celebrity endorser produced a positive effect on attitude toward the advertising(AA), expertise did not have an effect on AA. Second, it was revealed that AA of respondents based on positive information of an celebrity athlete endorser had a positive effect on attitude toward the brand(AB). Third, it was revealed that AA of respondents based on positive information of an celebrity athlete endorser did not have an effect on purchase intentions(PI). Fourth, it was revealed that AB of respondents based on positive information of an celebrity athlete endorser produced a positive effect on PI. The point that could be known through such results is that when observing positive information provided by an celebrity athlete endorser from an aspect of an advertising model, only attractiveness and trustworthiness have a limited positive effect on AA, and expertise was insignificant. Accordingly, in case of being an advertisement requiring expertise as an advertising model, it is judged that there is a need for paying attention to utilizing an celebrity athlete endorser.