earticle

영어

The purpose of this study is to examine the effects of athlete endorser attribute on the brand attitude and purchasing intention when athlete endorsers come into contact with positive information type and negative information type. This study was conducted with university student participants, and using convenience sampling method 434 copies of survey questionnaires were collected for positive information type and 433 copies for negative information type in the total of 867 copies among which 800 copies were used as effective sample. As for the data processing, SPSS 18.0 and AMOS 18.0 were used. For the purpose of attribute analysis of the research participants and for explaining the questionnaire items, reliability analysis, correlation analysis and confirmatory factor analysis were used in addition to structural equation model analysis for verifying the hypothesis. The result is as follows: First, athlete endorser attribute of positive and negative information type had meaningful effects on brand attitude. Second, brand attitude of positive and negative information type had meaningful effects on brand attitude. Third, athlete endorser attribute of positive and negative information type had no meaningful effects on purchasing intention.