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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국사회체육학회 한국사회체육학회지 한국사회체육학회지 제51권 제1호
발행연도
2013.2
수록면
321 - 330 (10page)
DOI
10.51979/KSSLS.2013.02.51.321

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초록· 키워드

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The purpose of this study is to examine and analysis into relat ionship of public credibility`s differance in advertisement model, attitude and effect which are followed by sport star`s demographic character. To acco mplish this study we made up questionnaire (total 500`s over the age of 20year old adults who live in seoul has been objected)and exclud some answers which were unchecked more than 3 questions or insincerly. With this questionnaire we used SPSS/PC+ 10.0 Version to Tverify, revolution analysis to data analysis, and therefore we`ve got the results as following. First, in the section of public credibility`s differance in adv ertisement model which are followed by short star`s demographic character, man has appeared more attention, in cretibility section high aged group more than 50`s has appeared statistically high rate and because of credibility person who are monthly paid more than 400 won group has bigger effect. Second, advertisement attitude and effect which are followed by short star`s demographic character, person who are monthly paid more than 400won group has affirmativlyrecognize than under 400won. Third, the influence of advertisement model`s credibility in the differance of advertisement attitiude and effect is attractivity, credibility in the lower factor of sport star advertisement model credibility, and according to specialty, attractivity, credibility have been relative influence the specialty. Also these all have been influenced passaivly in advertisement effect and if these factors go higher, the effect of advertisement will appear higher either.

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