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The purpose of this study was to describe the relations between university students' sports star image and sports attitude scientifically and provide prerequisite tips to build university students' decent sports attitude and to enhance socialization through measured data. The 550 students of university in C-do, were asked to answer the questionnaire based on former studies. The data were dealt with one way analysis of variation(ANOVA), correlation analysis and multiple regression analysis. First, there was a meaningful difference in university students sports star image according to gender, age, major, economic living standard, the residential district. That is, male students showed higher sports star image rate than female ones and age was in order of over 26age, 19～21age, 22～23age, 24～25age and department was in order of the art?physical fitness, the humanitiesㆍsociety, naturalㆍscience and economic living standard was in order of high, low, middle and the residential district was in order of large city, middle city, countryside. Secondly, there was a meaningful difference in university students sports attitude according to gender, age, major. But it had nothing to do with economic living standard, the residential district. That is, male students showed higher sports attitude rate than female ones and age was in order of over 26age, 19～21age, 22～23age, 24～25age and department was in order of the artㆍphysical fitness, the humanities?society, naturalㆍscience. Finally, there was a low level of correlation between sports star image and sports attitude in general. In the type of sports star image, the external image and performance image had a positive influence on sports attitudes. The progressive image had a positive influence on individual attitude but had a negative effect on social attitude and mental attitude. The moral image had a positive influence on social attitude and individual attitude, but had a negative effect on mental attitude.
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