스포츠보증인 속성이 광고태도와 광고회피에 미치는 영향

The purpose of this study is to analyze the effect of attributes of athlete endorser on attitude toward advertisement and advertisement avoidance, and see what is the most effective factor in predicting attitude toward advertisement and advertisement avoidance among the sub-factors of attributes of athlete endorser. The research object was aimed at university students, and 372 copies of documents were used for practical analysis, and the questionnaire consisted of 2 questions relating to demographical factors, 14 attributes of athlete endorser, 12 attitude toward advertisement, and 8 advertisement avoidance, and the reliability of the questionnaire turned out to be Cronbach's α＝.617～.909. The result of the research is as follows. First, the attributes of athlete endorser turned out to have positive influence on every sub-factor of attitude toward advertisement, and particularly, it affected in the order of social factor, economic factor, and information factor among the sub-factors of attitude toward advertisement, and in the order of reliability and professionalism among the sub-factors of attributes of athlete endorser, and so did have influence on recreational factor among the sub-factors of attitude toward advertisement, and fondness factor among the sub-factors of attributes of athlete endorser. Second, the attributes of athlete endorser turned out to have negative influence on every sub-factor of advertisement avoidance, and particularly, fondness factor affected the advertisement avoidance most among the sub-factors of attributes of athlete endorser. Third, attitude toward advertisement turned out to have negative influence on every sub-factor of advertisement avoidance, and particularly, recreational factor affected the advertisement avoidance most among the sub-factors of attitude toward advertisement.