明星代言体育用品对消费者产品态度的影响研究——明星与产品的匹配效应与消费者涉入度的调节
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摘要
在体育用品的销售中,明星代言的现象已经十分普遍。对于体育用品生产企业来说,明星代言能否有效改善消费者对产品的态度,进而促进产品的销售就成为其所关注的重要问题。基于一致性假说,对不同消费者涉入度下代言明星与被代言体育用品间的匹配关系进行分析,并采用试验研究方法,对提出的假设进行检验,2(消费者涉入度:高、低)×2(体育用品类型:运动型产品、休闲型产品)×3(代言人情况:体育明星代言、影视明星代言和无代言)检验结果如下。(1)明星代言对消费者产品态度的影响受到产品类型与消费者涉入度的调节。对于运动型产品,无论消费者涉入度高或低,体育明星的代言效果最佳;对于休闲型产品,在高涉入度下,影视明星的代言效果最好,而在低涉入度下,两类明星的代言效果与无代言人时无显著差异。(2)明星与产品匹配情况是影响代言效果的关键因素。(3)明星代言对消费者产品态度的影响过程,即是消费者对明星与体育产品的内在价值匹配与否的判断过程。研究结果验证了不同类型明星代言体育用品的效果差异,解释出其内在机理,研究结论对体育用品营销工作具备参考意义。
The practice of celebrity endorsement has been widely used in sport goods promotion currently. It has become an important issue of concern if the ce-lebrity endorsement can effectively improve the consumer attitude to the product,and then promote the sales of products for the sport goods production enterpris-es. Based on the match-up hypothesis,this research aims to analyze the match relationship between celebrities and sport goods under consumers' different lev-els of involvement. Several experiments were employed. The results showed as follows:(1)Product type and consumer involvement moderated the relationshipbetween celebrity endorsement and consumer attitude. For sport product,no matter what level of consumer's involvement is,the performance of sport celebrityendorsement was the best. However,for the leisure product,the endorsement of movie stars became the best when the involvement is high. Compare to high in-volvement,there was no significant divergence among celebrity endorsement and non-endorsement.(2)The matching degree between stars and products was thekey factor affecting the endorsement effect.(3)The process of the influence of celebrity endorsement on consumer product attitude was the process of consumerjudging whether the stars match the intrinsic value of sport goods. This paper not only tests the effect of celebrity endorsement,but also explains the inner-mech-anism of it. And the results could guide the propaganda practice of sport goods.
The practice of celebrity endorsement has been widely used in sport goods promotion currently. It has become an important issue of concern if the ce-lebrity endorsement can effectively improve the consumer attitude to the product,and then promote the sales of products for the sport goods production enterpris-es. Based on the match-up hypothesis,this research aims to analyze the match relationship between celebrities and sport goods under consumers' different lev-els of involvement. Several experiments were employed. The results showed as follows:(1)Product type and consumer involvement moderated the relationshipbetween celebrity endorsement and consumer attitude. For sport product,no matter what level of consumer's involvement is,the performance of sport celebrityendorsement was the best. However,for the leisure product,the endorsement of movie stars became the best when the involvement is high. Compare to high in-volvement,there was no significant divergence among celebrity endorsement and non-endorsement.(2)The matching degree between stars and products was thekey factor affecting the endorsement effect.(3)The process of the influence of celebrity endorsement on consumer product attitude was the process of consumerjudging whether the stars match the intrinsic value of sport goods. This paper not only tests the effect of celebrity endorsement,but also explains the inner-mech-anism of it. And the results could guide the propaganda practice of sport goods.
引文
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[14]曹丽,扈文秀,马军平,等.垂直忠诚计划会员级别降低对客户忠诚的影响研究:涉入度的调节作用[J].软科学,2016,30(6):114-118.
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[16]吕兴洋,谭慧敏,李惠璠.非品牌酒店的机会?预订渠道转换下的消费者品牌敏感研究[J].旅游学刊,2017,32(6):96-108.
[17]MATTILA A S.The impact of affective commitment and hotel type in influencing guests'share of wallet[J].Journal of Hospitality&Leisure Marketing,2007,15(4):55-68.
[18]ANDREWS J C,SHIMP T A.Effects of involvement,argument strength,and source characteristics on central and peripheral processing of advertising[J].Psychology&Marketing,1990,7(3):195-214.
[19]ZAICHKOWSKY J L.The personal involvement inventory:Reduction,revision,and application to advertising[J].Journal of Advertising,1994,23(4):59-70.
[20]MACKENZIE S B,LUTZ R J,BELCH G E.The role of attitude toward the ad as a mediator of advertising effectiveness:A test of competing explanations[J].Journal of Marketing Research,1986,23(2):130-143.
[21]TILL B D,BUSLER M.The match-up hypothesis:Physical attractiveness,expertise,and the role of fit on brand attitude,purchase intent and brand beliefs[J].Journal of Advertising,2000,29(3):1-13.
[2]AAKER D A.Measuring brand equity across products and markets[J].California Management Review,1996,38(3):102-120.
[3]GWINNER K.A model of image creation and image transfer in event sponsorship[J].International Marketing Review,1997,14(3):145-158.
[4]王怀明,马谋超.名人与产品一致性对名人广告效果影响的试验研究[J].心理科学,2004,27(1):198-199.
[5]沈雪瑞,李天元,吕兴洋,等.名人代言会影响旅游者的目的地态度吗[J].旅游学刊,2015,30(4):62-72.
[6]FLECK N,KORCHIA M,ROY I L.Celebrities in advertising:Looking for congruence or likability[J].Psychology&Marketing,2012,29(9):651-662.
[7]KAMINS M A.An investigation into the“match-up”hypothesis in celebrity advertising:when beauty may be only skin deep[J].Journal of Advertising,2013,19(1):4-13.
[8]孙文树,杨剑,季浏.体育明星代言人角色模型对广告效果影响的Meta分析[J].沈阳体育学院学报,2015,34(2):47-54.
[9]付晓荣.体育明星品牌运营策略探析[J].山东体育学院学报,2011,27(8):14-18.
[10]罗铭.体育明星代言是把双刃剑[J].皖西学院学报,2009,25(5):151-154.
[11]李龙,叶涛.我国体育明星广告市场的特征及发展趋势[J].体育科技文献通报,2004,21(3):22-24.
[12]ZAICHKOWSKY J L.Conceptualizing involvement[J].Journal of Advertising,1986,15(2):4-34.
[13]KAPFERER J N,LAURENT G.Consumer's Involvement Profile:New Empirical Results[J].Advances in Consumer Research,1985,12(3):290-295.
[14]曹丽,扈文秀,马军平,等.垂直忠诚计划会员级别降低对客户忠诚的影响研究:涉入度的调节作用[J].软科学,2016,30(6):114-118.
[15]JUHL H J,POULSEN C S.Antecedents and effects of consumer involvement in fish as a product group[J].Appetite,2000,34(3):261-267.
[16]吕兴洋,谭慧敏,李惠璠.非品牌酒店的机会?预订渠道转换下的消费者品牌敏感研究[J].旅游学刊,2017,32(6):96-108.
[17]MATTILA A S.The impact of affective commitment and hotel type in influencing guests'share of wallet[J].Journal of Hospitality&Leisure Marketing,2007,15(4):55-68.
[18]ANDREWS J C,SHIMP T A.Effects of involvement,argument strength,and source characteristics on central and peripheral processing of advertising[J].Psychology&Marketing,1990,7(3):195-214.
[19]ZAICHKOWSKY J L.The personal involvement inventory:Reduction,revision,and application to advertising[J].Journal of Advertising,1994,23(4):59-70.
[20]MACKENZIE S B,LUTZ R J,BELCH G E.The role of attitude toward the ad as a mediator of advertising effectiveness:A test of competing explanations[J].Journal of Marketing Research,1986,23(2):130-143.
[21]TILL B D,BUSLER M.The match-up hypothesis:Physical attractiveness,expertise,and the role of fit on brand attitude,purchase intent and brand beliefs[J].Journal of Advertising,2000,29(3):1-13.