Effect of Celebrity Endorsements on Consumer Purchase Intentions: Advertising Effect and Advertising Appeal as Mediators
Effect of Celebrity Endorsements on Consumer Purchase Intentions: Advertising Effect and Advertising Appeal as Mediators
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明星代言对消费者购买意愿的影响：广告效果与广告诉求的中介作用
DOI：
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发表时间：
2013
期刊：
影响因子：
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通讯作者：
Yi
中科院分区：
文献类型：
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作者：
Jau;Yen;Yi
广告已经成为企业向消费者传递产品信息的最有效方式。文字和图像经常被用来展示产品，从而吸引消费者的注意力。在所有类型的代言中，明星代言是企业家最常使用的营销方式。企业家利用名人代言来增加消费者的购买动机。明星代言不仅能吸引消费者购买产品，明星代言的号召力也能影响消费者的产品形象。不同的诉求方式会产生不同的广告效果。本研究以手机广告代言人为个案，以一般消费者为研究对象。通过问卷调查共获得有效样本202份，并采用偏最小二乘回归分析。研究结果显示，名人代言、广告诉求、广告效果对消费者购买意愿有显著正向影响。此外，广告诉求和广告效应在名人代言与购买意愿的关系中起到部分中介作用。© 2012 Wiley Periodicals，Inc.
Advertising has become the most efficient way for companies to transmit product information to consumers. Words and images are often used to display the product and thus attract the attention of consumers. Of all types of endorsement, celebrity endorsement is the marketing method most frequently used by entrepreneurs. Entrepreneurs use celebrity endorsement to increase consumer purchasing motivation. Not only can celebrity endorsements attract consumers to purchase products, but the appeal of statements by celebrities can also affect consumer product image. Different appeal methods result in different advertising effects. This study used the case of advertising spokespersons for cell phones with general consumers as subjects. A total of 202 valid samples obtained through the questionnaire survey and used partial least squares regression analysis. The results showed that celebrity endorsements, advertising appeal, and advertising effect significantly and positively affect consumer purchase intentions. Moreover, advertising appeal and advertising effect exert a partial mediating effect on the relationship between celebrity endorsement and purchase intention. © 2012 Wiley Periodicals, Inc.