대학생이 지각하는 아웃도어 웨어의 광고보증인속성과 광고태도 및 구매의도 간의 관계

The purpose of this study was to verify the relationship between the attributes of a celebrity endorser of outdoor apparel and college students' attitude toward the advertisement, or their purchase intention as perceived. Total 500 questionnaires were distributed, although except 16 questionnaires, 484 questionnaires were granted as final validity sample. For data analysis SPSS 18.0 and AMOS 18.0 were used for demographic analysis, reliability analysis, confirmatory analysis, correlation analysis and structure equation modeling analysis. The results are as follow. First, expertise would not have positive effect on attitude toward advertisement. Second, trustworthiness would have positive effect on attitude toward advertisement. Third, attractiveness would have positive effect on attitude toward advertisement. Fourth, expertise would not have positive effect on purchase intention. Fifth, trustworthiness would have positive effect on purchase intention. Sixth, attractiveness would have positive effect on purchase intention. Seventh, attitude toward advertisement would have positive effect on purchase intention.