자연과학논문집 (The Journal of Natural Sciences)
- 제14권2호
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- Pages.115-131
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- 2004
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- 1225-6196(pISSN)
스포츠 관여도에 따른 스포츠스타 모델광고에 대한 태도
The Consumer Attitude on Sports Star Model Advertisement according to Sports Involvement
- 발행 : 2004.08.30
초록
The purpose of this study was to investigate the differences of sports involvement and consumer attitude on fashion advertisement using sports star models(CAATTM) according to demographics and to investigate the effect of sports involvement to CAATTM. The subjects selected for final analysis were 398 adults living in Daejeon. The statistics used for analysis included factor analysis, ANOVA, multiple range test, regression,