运动明星效应对产品消费的影响

IF 3 4区 教育学 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM
K. McCormick
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引用次数: 6

摘要

本文的目的是确定体育代言人的明星效应是否会影响消费者对广告产品的消费。具体来说,运动员的明星效应是否会影响消费者对广告产品的直接消费和对运动员的媒体消费?此外,研究人员还考察了明星影响力的组成部分以及一致性措施,以确定明星影响力的哪些组成部分同时影响了直接消费和媒体消费。制作了四个广告,分别使用了高明星效应运动员和低明星效应运动员。受访者观看了两个广告,但不知道哪个运动员的明星效应高,哪个运动员的明星效应低。他们被要求回答一份问卷,其中包含与明星影响力组成部分有关的问题(来源吸引力,来源可信度,专业可信度,讨人喜欢的个性和性格风格),运动员和产品的一致性,广告产品的直接消费以及运动员的媒体消费。结果表明,整体明星效应增加了运动员对广告产品的直接消费和媒体消费,但并非每个成分都显著。角色风格是所有四个广告中唯一具有一致性的重要组成部分。运动员和产品之间的一致性也被发现在所有四个广告中都很重要。首先,这项研究只研究了两名运动员;其他方法可能会产生不同的结果。其次,研究中使用的产品与时尚相关;其他类别的产品也可能产生不同的关系。第三,只使用了两个品牌。我们还假设受访者认识广告中的运动员。最后,用于衡量直接消费的问题没有区分在商店或网上购买品牌。本研究通过分析明星效应如何、哪些成分影响代言产品的消费,以及哪些成分影响消费者,具有理论贡献的潜力。此外,增加一致性测量将有助于加强对背书人有效性的测量。本研究的理由在于需要确定运动员所拥有的明星效应的维度如何影响消费者的消费行为。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Impact of athletic star power on product consumption
The purpose of this paper is to determine if the star power of an athletic endorser influenced consumers’ consumption of the advertised product. Specifically, does the amount of star power an athlete is thought to have impact consumers’ direct consumption of the advertised product and media consumption of the athlete? Moreover, the components of star power, along with congruency measures, were examined to determine which components of star power influenced both direct and media consumption.,Four advertisements were created that used an athlete with high star power and an athlete with low star power. Respondents viewed two of the advertisements, but did not know which athlete had high star power or low star power. They were asked to answer a questionnaire that contained questions pertaining to the components of star power (source attractiveness, source credibility, professional trustworthiness, likeable personality and character style), congruency of the athlete and product, direct consumption of the advertised product and media consumption of the athlete.,Results indicated that overall star power increased the direct consumption of the advertised product and the media consumption of the athlete, however not each component was found to be significant. Character style was the only component that was consistently significant across all four advertisements. The congruency between the athlete and product was also found to be significant across all four advertisements.,First, this study only looked at two athletes; others may generate different results. Second, the products used in the study were fashion related; other categories of products may also generate different relationships. Third, only two brands were used. It was also assumed that the respondents knew the athlete in the advertisement. Finally, the questions used to measure direct consumption did not distinguish between buying the brand in the store or online.,This study has the potential to contribute theoretically by analyzing how and which components of star power affect consumption of endorsed products, as well as which components influence consumers. Moreover, adding a congruency measure will aide in strengthening the measurement of endorser effectiveness. The justification of the present study lies in the need to determine how the dimensions of star power an athlete possesses contribute to the consumption behaviors of consumers.
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来源期刊
International Journal of Sports Marketing & Sponsorship
International Journal of Sports Marketing & Sponsorship HOSPITALITY, LEISURE, SPORT & TOURISM-
CiteScore
4.70
自引率
13.60%
发文量
26
期刊介绍: The International Journal of Sports Marketing and Sponsorship is the world’s leading journal for the sports marketing industry. Published quarterly, it has met the rigorous standards required for a listing by both PsycINFO and the Social Sciences Citation Index (SSCI).
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