편의점 도시락 선택 속성이 스타 광고 태도와 구매의도에 미치는 영향

Convenience Store Lunch box’ Selection Attributes’ Effects on Celebrity Advertisement Attitude and Purchase Intention

Consumption of convenience store’s lunch box gains its popularity and sales increase along with successful celebrity endorse on lunch box marketing. This research amid to verify celebrity advertisement effect in the content of convenience store lunch box including previous studies’ variables, advertisement attitude and purchase intentions. Empirical data collected from S college student Busan were tested three variables: convenience store lunch box selection attribute, celebrity advertisement attitude and purchase intentions. Exploratory factor analysis revealed three attributes: convenience, product and brand. Regression analysis found that selection attributes positively affect the celebrity advertisement attitude except convenience factor (H1). Celebrity advertisement attitude also affects purchase intention (H2). Theoretical and managerial implication also further discussed in conclusion