Earticle

초록

영어

The purpose of this study is to examine the effects of athlete endorser attribute on the brand attitude and purchasing intention when athlete endorsers come into contact with positive information type and negative information type. This study was conducted with university student participants, and using convenience sampling method 434 copies of survey questionnaires were collected for positive information type and 433 copies for negative information type in the total of 867 copies among which 800 copies were used as effective sample. As for the data processing, SPSS 18.0 and AMOS 18.0 were used. For the purpose of attribute analysis of the research participants and for explaining the questionnaire items, reliability analysis, correlation analysis and confirmatory factor analysis were used in addition to structural equation model analysis for verifying the hypothesis. The result is as follows: First, athlete endorser attribute of positive and negative information type had meaningful effects on brand attitude. Second, brand attitude of positive and negative information type had meaningful effects on brand attitude. Third, athlete endorser attribute of positive and negative information type had no meaningful effects on purchasing intention.

목차

I. 서론
  1. 연구의 필요성
 II. 연구방법
  1. 연구대상
  2. 연구도구
  3. 자료처리방법
  4. 타당도 및 신뢰도
 III. 결과
  1. 결과
 IV. 논의
 V. 결론
 참고문헌
 ABSTRACT

저자

• 김동제 [ Kim, Dong-Jae | 경운대학교 ]
• 권창기 [ Kwon, Chnag-Ki | 경운대학교 ]
• 이봉근 [ Lee, Bong-Keun | 경운대학교 ]
• 윤필규 [ Yuon, Phill-Gyou | 경운대학교 ]
• 이준영 [ Lee, Jun-Young | 경운대학교 ]
• 임웅 [ Lim, Ung | 경운대학교 ]

참고문헌