중국 광고시장에서 스포츠 스타 모델의 신뢰성이 광고효과에 미치는 영향

Chinese advertising market is growing very quickly, and it is also an enormous market that has potential power of sports marketing. However, effectiveness of the sport marketing is impossible to judge by using same standard this is used by other capitalist countries. This study was processed under this premise for substantiate-analyzing the Chinese sport marketing effect. Measuring advertising impact of Chinese sport star model"s reliability toward specially young Chinese university students, will become a meaningful research. For experimental subject, Chinese sprinter Lui Xiang was selected as sport star advertising model, and Coke was selected as advertisement product. Survey was progressed by students of Senzen University in Guangdong province, China, for total of 213 copies, then analyzed by using SPSS WIN Ver. 17.0. Reliability verification and factors analysis was executed, and regression analysis was performed for influence of reliability of sports star model on the effectiveness of advertising. The Result of this study was showed as follow. Firstly, the reliability of the model for attitude regarding an advertisement showed a statistically significant affect(p Secondly, the reliability of the model for attitude regarding a trademark showed a statistically significant affect(p Lastly, attitude regarding a trademark for purchasing intention a statistically significant affect(p However, it takes low effects, and even lower effects on correction with purchasing intention to be connected by purchase to be direct of a product. This looks by the results to disprove thing that an influence to give social system and cultural effects in sports marketing was large.