스포츠 스타의 TV 광고 이미지가 대학생의 스포츠 태도에 미치는 영향

The purpose of this study is to analyze The effect of college students` perception of model image of sports star who appeared on TV advertisement on sports attitude. This research came to the following conclusions by analyzing data from 181 male and 166 female students drawn from 4 different universities in "G"city by using Amos 7.0 and SPSS Windows 15.0. First, women consider appearance and reputation as important factor of sports star image. Second, men show high level of personal sports attitude than women`. Third, students` preference appearance of sports star image is Park Tae Hwan, Lee Seung Yup, Chu sung Hoon and show high level of reputation of sports star image on Lee Seung Yup, Chu Sung Hoon, Choi Kyung Joo. Forth, students show high level of psychological sports attitude on Park Tae Hwan, Lee Seung Yup, Choi Kyung Joo and show high level of personal sports attitude on Chu sung Hoon. Fifth, students` sports star appearance image have negative influence on sports attitude.