Abstract
The purpose of this study was to verification of internet advertising effectiveness of sales promotion using sports stars by applying BC method of bootstrap. It also sought to provide a basic information of sales promotion internet advertisement strategy of sports stars model. A survey was conducted on 437 adult who over 19 years old of the experience of watching internet advertisement of sports stars model. For data analysis processing, SPSS (ver. 21.0) and AMOS (ver. 20.0) were used and frequency analysis, internal consistency, confirmatory factor analysis, correlation analysis, structural equation model analysis and BC method of bootstrap were applied. The results of this study are as follows. First, sports stars model attribute had a significant influence on brand trust. Second, brand trust had a significant influence on advertisement effectiveness. Third, sports stars model attribute had a significant influence on advertisement effectiveness. Lastly, brand trust between sports stars model attribute and advertisement effectiveness showed partial mediated effect.
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