스포츠유명인의 광고모델속성에 영향을 미치는 선행요인분석

The purpose of this study is to reveal the difference in advertisement model attributes according to criterion variables of involvement, identification and attachment. Also the relationship between criterion variables(involvement, identification and attachment) and advertisement model attributes. Son Yeon-Jae was selected as a sports star for the study by five professionals with the degree of Doctor of Sports Science. 232 samples were secured for the final statistical analysis from the questionnaire survey conducted immediately after the 17th Asian Games Incheon 2014. Independent t-test and multiple regression analysis were used for statistical methods to derive study results. The results were as follows. First, there was a difference in advertisement model attributes according to groups showing high or low criterion variables(involvement, identification and attachment). The group with high involvement, identification and attachment showed high advertisement model attributes. Second, involvement and attachment had a positive effect on reliability; attachment had a positive effect on attractiveness; and involvement, identification, and attachment had a positive effect on familiarity. In conclusion, it is confirmed that having high involvement, identification, and attachment on sports stars has an antecedent factor which could make the value of a model high.