earticle

영어

[Purpose] In order to verify the effectiveness of golfers' golf equipment advertising models, this study sought to provide basic data for golf equipment brand advertising model strategies by identifying the causal relationship between player attributes, advertising attitudes, and purchase behavior. [Method] Golf participants who recognized advertisements selected by golfers as advertising models for golf equipment and purchased golf equipment were selected as the population, and 223 data were applied to the final analysis to derive the following results. [Result] First, it was found that the player's attributes of the golf equipment advertising model had a positive effect on the advertising attitude. Second, it was found that advertising attitudes toward golfers had a positive effect on purchasing behavior. Third, it was found that the player's attributes of the golf equipment advertising model had a positive effect on purchase behavior. Finally, the player's attributes of the golf equipment advertising model have an indirect effect that affects purchase behavior through advertising attitudes, but the direct effect that directly affects purchase behavior is greater, and all results are significant, indicating that advertising attitudes have a partial mediating effect. [Conclusion] It was concluded that the advertisement in which the golfer was selected as an advertising model for golf equipment was effective.

한국어

[목적] 본 연구는 골프선수들의 골프용품 광고모델 효과성을 검증하기 위해 선수속성, 광고태도, 구매행동 간의 인과 관계를 규명해 골프용품 브랜드 광고모델 전략의 기초자료를 제공하고자 했다. [방법] 골프선수가 골프용품 광고모 델로 선정된 광고를 인지하고 골프용품을 구매한 경험이 있는 골프 참여자들을 모집단으로 선정했으며, 223명의 자 료를 최종분석에 적용해 다음과 같은 결과를 도출했다. [결과] 첫째, 골프용품 광고모델의 선수속성은 광고태도에 정 적영향이 있는 것으로 나타났다. 둘째, 골프선수에 대한 광고태도는 구매행동에 정적영향이 있는 것으로 나타났다. 셋째, 골프용품 광고모델의 선수속성은 구매행동에 정적영향이 있는 것으로 나타났다. 마지막으로 골프용품 광고모 델의 선수속성은 광고태도를 매개로 구매행동에 영향을 주는 간접효과가 있지만 구매행동에 바로 영향을 미치는 직 접효과가 더 큰 것으로 나타났으며, 모든 결과가 유의한 것으로 나타나 광고태도는 부분매개효과가 있는 것으로 나 타났다. [결론] 골프선수가 골프용품 광고모델로 선정된 광고는 효과성이 있다는 결론을 도출했다.