[Purpose] In order to verify the effectiveness of golfers' golf equipment advertising models, this study sought to provide basic data for golf equipment brand advertising model strategies by identifying the causal relationship between player attributes, advertising attitudes, and purchase behavior. [Method] Golf participants who recognized advertisements selected by golfers as advertising models for golf equipment and purchased golf equipment were selected as the population, and 223 data were applied to the final analysis to derive the following results. [Result] First, it was found that the player's attributes of the golf equipment advertising model had a positive effect on the advertising attitude. Second, it was found that advertising attitudes toward golfers had a positive effect on purchasing behavior. Third, it was found that the player's attributes of the golf equipment advertising model had a positive effect on purchase behavior. Finally, the player's attributes of the golf equipment advertising model have an indirect effect that affects purchase behavior through advertising attitudes, but the direct effect that directly affects purchase behavior is greater, and all results are significant, indicating that advertising attitudes have a partial mediating effect. [Conclusion] It was concluded that the advertisement in which the golfer was selected as an advertising model for golf equipment was effective.