生态代言动态:解读名人态度对生态产品认知和购买决策的影响

IF 2.3 Q1 AGRONOMY
Andrzej Szymkowiak, Marcin Adam Antoniak
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引用次数: 0

摘要

目的 本研究以环保型葡萄酒产品为重点,探讨名人代言与消费者行为之间错综复杂的动态关系。本研究旨在了解消费者对名人代言人的态度(CATT)、对环保葡萄酒的认知(PECO)、对产品的总体积极态度(PATT)和购买意向(PINT)之间的关系。研究结果研究结果显示,CATT 对 PINT 的影响主要是通过 PECO 和 PATT 来实现的。这表明,名人代言首先会影响人们对产品环保性的认知和整体产品态度,从而间接影响购买意向。值得注意的是,对葡萄酒环保性的认知会导致良好的产品态度,进而增强购买意向。虽然 CATT 对 PECO 和 PATT 都有明显影响,但它对 PATT 的影响更大,这强调了名人的整体形象可能比生态友好等具体属性更符合一般产品态度。研究结果为理解葡萄酒市场中名人代言、产品认知和购买意向之间微妙的相互作用提供了一个基础框架。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Eco-endorsement dynamics: unraveling the influence of celebrity attitudes on eco-product perceptions and purchase decisions

Purpose

This research delved into the intricate dynamics between celebrity endorsements and consumer behavior focusing on eco-friendly wine product. This study aims to understand the relationship between attitudes toward the celebrity endorser (CATT), perception of wine as eco-friendly (PECO), overall positive attitude toward the product (PATT) and the intention to purchase (PINT).

Design/methodology/approach

The present study relies on a large sample of 478 US citizens. Mediation moderation analysis is adopted for data analysis.

Findings

The findings revealed a full mediation effect where the influence of CATT on PINT is primarily through PECO and PATT. This suggests that the celebrity's endorsement indirectly affects purchase intention by first influencing perceptions of the product's eco-friendliness and the overall product attitude. Notably, perceiving wine as eco-friendly leads to a favorable product attitude, subsequently enhancing purchase intentions. While CATT significantly impacts both PECO and PATT, its effect is more potent on PATT, emphasizing that the celebrity's overall image might align more closely with the general product attitude than specific attributes like eco-friendliness.

Originality/value

Recognizing the complex landscape of the wine market, the research emphasizes the necessity for comprehensive marketing strategies that consider both the direct and mediated impacts of celebrity endorsements. The findings offer a foundational framework for understanding the nuanced interplay of celebrity endorsement, product perception and purchase intention in the context of the wine market.

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来源期刊
CiteScore
4.90
自引率
11.10%
发文量
23
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