선수보증광고가 수영선수의 스포츠용품 구매행동에 미치는 영향

Purpose: The purpose of this study is to examine the impact of athlete endorsement on brand attitude, purchasing behavior, and recommendation intention for swimming equipments. Method: Respondents were registered swimming athletes in the Korea Swimming Federation, who participated in the 99th National Sport Festival. By using convenience sampling method, total 406 questionnaires were gathered from the samples and among them 396 valid samples were used for further analyses. The data were recorded and analyzed using the SPSS 25.0 for descriptive analysis, frequency analysis, correlational analysis, and multiple regression analysis. To prove the construct validity of the instruments, confirmatory factor analysis was performed. Results: Findings are as follows: First, the trust, specialty, and attractiveness sub-components in the celebrities’ attributes were found to impact significantly and statistically on brand attitude. Second, the brand attitude was found to impact significantly and statistically on purchasing intention. Finally, the brand attitude was found to impact significantly and statistically on recommendation intention. Conclusions: It is clear that the endorsed athletes should be considerate in managing themselves. To maximize the impact of athlete endorsement, it is critical for both athletes and the sponsoring corporate to increase continuously the athletes’ attractiveness, trust, and specialty. The athletes need to improve their attractiveness as well as performance and outcomes, resulting in their enhanced values and the corporate’s improved endorsement effects.