明星代言还是主播“场外代言”？——两种代言类型对购买意愿的影响机制研究

发布时间：2024-12-10 00:45

外国经济与管理 2022 年第 44 卷第 03 期, 页码：53 - 68 DOI:10.16538/j.cnki.fem.20210526.301

摘要

直播带货的发展赋予了主播更多的营销价值，这种营销价值不只局限在直播间内，品牌商也会利用主播直播带货的溢出效应来推动产品销售，但少有研究剖析这种方式的有效性。本研究基于意义迁移模型和说服理论，通过实验研究探讨了明星代言和主播“场外代言”两种代言类型对消费者购买意愿的影响，并对该影响关系的内在动因和边界条件进行了探究。研究一采用2×2组间实验设计，发现：搜索型产品选择明星代言，体验型产品选择主播“场外代言”，消费者的购买意愿更强；体验型产品选择主播“场外代言”，消费者的感知质量更高，进而购买意愿更强。研究二采用2×2×2组间实验设计，发现：对于不知名的搜索型产品品牌，明星代言更能激发消费者的购买意愿；对于知名的搜索型产品品牌，明星代言和主播“场外代言”对消费者购买意愿的影响无显著差异；体验型产品品牌无论知名还是不知名，选择主播“场外代言”都更能激发消费者的购买意愿。本研究不仅丰富了品牌代言领域的研究，也为网红主播研究提供了新的思路，同时为商家有针对性地选择产品代言方式提供了较为具体的参考。

1 韩箫亦, 许正良. 电商主播属性对消费者在线购买意愿的影响——基于扎根理论方法的研究[J]. 外国经济与管理,2020, 42(10): 62-75.

6 Ariely D. Controlling the information flow: Effects on consumers’ decision making and preferences[J]. Journal of Consumer Research,2000, 27(2): 233-248. DOI:10.1086/314322

7 Berlo D K, Lemert J B, Mertz R J. Dimensions for evaluating the acceptability of message sources[J]. Public Opinion Quarterly,1969, 33(4): 563-576. DOI:10.1086/267745

8 Choi S M, Lee W N, Kim H J. Lessons from the rich and famous: A cross-cultural comparison of celebrity endorsement in advertising[J]. Journal of Advertising,2005, 34(2): 85-98. DOI:10.1080/00913367.2005.10639190

9 Dodds W B, Monroe K B, Grewal D. Effects of price, brand, and store information on buyers’ product evaluations[J]. Journal of Marketing Research,1991, 28(3): 307-319.

10 Erdem T, Swait J. Brand equity as a signaling phenomenon[J]. Journal of Consumer Psychology,1998, 7(2): 131-157. DOI:10.1207/s15327663jcp0702_02

11 Escalas J E, Bettman J R. Connecting with celebrities: How consumers appropriate celebrity meanings for a sense of belonging[J]. Journal of Advertising,2017, 46(2): 297-308. DOI:10.1080/00913367.2016.1274925

12 Friestad M, Wright P. The persuasion knowledge model: How people cope with persuasion attempts[J]. Journal of Consumer Research,1994, 21(1): 1-31. DOI:10.1086/209380

13 Hayes A F. Introduction to mediation, moderation, and conditional process analysis: A regression-based approach[M]. 2nd ed. New York: The Guilford Press, 2017.

14 Hu M, Zhang M L, Wang Y. Why do audiences choose to keep watching on live video streaming platforms? An explanation of dual identification framework[J]. Computers in Human Behavior,2017, 75: 594-606. DOI:10.1016/j.chb.2017.06.006

15 Keller K L. Conceptualizing, measuring, and managing customer-based brand equity[J]. Journal of Marketing,1993, 57(1): 1-22. DOI:10.1177/002224299305700101

16 McCracken G. Who is the celebrity endorser? Cultural foundations of the endorsement process[J]. Journal of Consumer Research,1989, 16(3): 310-321. DOI:10.1086/209217

17 Miller F M, Allen C T. How does celebrity meaning transfer? Investigating the process of meaning transfer with celebrity affiliates and mature brands[J]. Journal of Consumer Psychology,2012, 22(3): 443-452. DOI:10.1016/j.jcps.2011.11.001

18 Moraes M, Gountas J, Gountas S, et al. Celebrity influences on consumer decision making: New insights and research directions[J]. Journal of Marketing Management,2019, 35(13-14): 1159-1192. DOI:10.1080/0267257X.2019.1632373

19 Nelson P. Information and consumer behavior[J]. Journal of Political Economy,1970, 78(2): 311-329. DOI:10.1086/259630

20 Rossiter J R, Smidts A. Print advertising: Celebrity presenters[J]. Journal of Business Research,2012, 65(6): 874-879. DOI:10.1016/j.jbusres.2011.01.010

21 Schimmelpfennig C, Hunt J B. Fifty years of celebrity endorser research: Support for a comprehensive celebrity endorsement strategy framework[J]. Psychology & Marketing,2020, 37(3): 488-505.

22 Schouten A P, Janssen L, Verspaget M. Celebrity vs. influencer endorsements in advertising: The role of identification, credibility, and product-endorser fit[J]. International Journal of Advertising,2020, 39(2): 258-281. DOI:10.1080/02650487.2019.1634898

23 Weathers D, Sharma S, Wood S L. Effects of online communication practices on consumer perceptions of performance uncertainty for search and experience goods[J]. Journal of Retailing,2007, 83(4): 393-401. DOI:10.1016/j.jretai.2007.03.009

24 Wells J D, Valacich J S, Hess T J. What signal are you sending? How website quality influences perceptions of product quality and purchase intentions[J]. MIS Quarterly,2011, 35(2): 373-396. DOI:10.2307/23044048

25 Zeithaml V A. Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence[J]. Journal of Marketing,1988, 52(3): 2-22. DOI:10.1177/002224298805200302

26 Zhu X J, Teng L F, Foti L, et al. Using self-congruence theory to explain the interaction effects of brand type and celebrity type on consumer attitude formation[J]. Journal of Business Research,2019, 103: 301-309. DOI:10.1016/j.jbusres.2019.01.055

引用本文

韩召, 杜刚, 熊爱华, 等. 明星代言还是主播“场外代言”？——两种代言类型对购买意愿的影响机制研究[J]. 外国经济与管理, 2022, 44(3): 53-68.

导出参考文献，格式为：

网址：明星代言还是主播“场外代言”？——两种代言类型对购买意愿的影响机制研究 https://mxgxt.com/news/view/112745

上一篇: 明星代言营销策略分析论文

下一篇: 我国明星代言虚假广告的法律责任研

明星代言还是主播“场外代言”？——两种代言类型对购买意愿的影响机制研究

相关内容

随便看看

最新实时动态

热点实时动态

专题

推荐实时动态