스포츠 스타모델과 유명 연예인 모델의 제품에 따른 광고에 대한 소비자 인식분석

다국어 초록 (Multilingual Abstract)

The purpose of this study was to examine the effects which the attributes of advertisement model have on advertising impact by products. Data for this study were collected as a convenient method. The questionnaires were distributed in the three universities in Seoul, Gyenggi-do, Chungnam and subjects were asked to complete the questionnaire by self-administration. A total of 250 was usable for the data analysis. One way analysis on variance(ANOVA), two way ANOVA and regression analysis were used for data analysis and the results were as follows. First, there were some differences between the attributes of advertising models according to the advertising model types by products. When it came to cosmetics, the professionalism and confidence were shown more highly by the famous entertainment models than by the sports star models while the attraction didn`t show significant difference. And when it came to sports beverage the professionalism, attraction and confidence all were shown more highly by the sport star model than by the famous talent models. When it came to electric products, the professionalism and attraction were shown more highly by the famous entertainment models. Second, there were some differences in the advertising effect by advertising types of the advertising models by products. When it came to the cosmetics, the advertising attitude, the attitude on products and the purchase intention all were shown more highly by the famous entertainment models than by the sports star models. When it came to the sports beverage, the advertising attitude, the attitude on products and the purchase intention were shown more highly by the sports star models. When it comes to the electronic products, the advertising attitude was shown more highly by the famous entertainment models while the other two factors didn`t show significant difference. Third, the model attribute by model types had effect on the advertising impact. It is confirmed that the advertising model attribute of both the sports star models and the talent models had the significant causality to the advertising attitude, the attitude on products and the purchase intention of consumers.

참고문헌 (Reference)

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