스포츠 스타(celebrity) 광고모델의 광고효과에 관한 실험연구 = (An) experimental study on the advertising effects of sports celebrity

다국어 초록 (Multilingual Abstract)

The purpose of this study is to examine the advertising effects of the sports celebrity, and to find out the implication of it in the marketing division. This research employed three independent variables divided into two-level, were crossed with one another(2×2×2);therefore, this study included eight experimental groups. More specifically, this research measured the audience's attitude and cognition on the advertisement, product and purchasing intention.
In the measurement on attitude of the advertisement and product in terms of advertising model in the sports related product, audiences had more positive response to sports celebrity-based advertisement than the popular-entertainer, but there no statistic significance mostly. Moreover, in non-sports related advertisement, audiences more tend to prefer the popular-entertainer model on high-involved product and the sports celebrity model on low-involved product: however, there is no statistic significance mostly.
Audiences' attitude on product response more positively to low-involved product regardless to the patterns of product attribution, but there is almost no statistic significance. In the case of cognition of product, audiences' cognition are higher at high-involved product, statistic significance has not been found in the non-sports related product. On the other hand, audiences' cognition are higher at low-involved product, partial statistic significance is just found in the sports related product.
Difference of purchasing intention in terms of product involvement, audiences more likely to purchase low-involved product than high-involved product in both sports celebrity-based and popular entertainer-based advertisement, but there is no statistic significance.
In summery, there is the advertising effect of sports celebrity in the mean scores, but statistic significance has not been found with consistency. This means that sports celebrity has little influence on the advertising effect. These results implicate to rethink the meaning of the advertising effect derived from sports celebrity in the context of marketing application and the effect of sports celebrity.

목차 (Table of Contents)

• I. 서론 = 1
• 1. 연구의 필요성과 목적 = 1
• 2. 연구의 범위 = 3
• 3. 연구문제와 검증가설 = 4
• II. 이론적 배경 = 7
• 1. 광고 모델의 개념 및 유형 = 7
• 2. 광고 모델의 역할과 기능 = 11
• 3. 광고 모델의 공신력 = 14
• 4. 광고효과이론 = 17
• 5. 제품속성에 따른 모델 사용과 광고 효과 = 20
• 6. 스포츠인 광고모델의 조건과 광고효과 = 25
• III. 연구방법 = 32
• 1. 연구 대상 = 32
• 2. 실험설계 = 32
• 3. 조사절차 및 자료분석방법 = 34
• IV. 결과 및 논의 = 35
• 1. 측정자료의 검토 = 35
• 2. 자료분석 결과 = 36
• 3. 자료분석 결과에 대한 논의 = 53
• V. 연구의 결론 및 제언 = 56
• 1. 연구의 결론 = 56
• 2. 본 연구의 제한점 및 후속연구를 위한 제언 = 57
• 참고 문헌 = 59
• ABSTRACT = 64
• 부록 = 66