The Influence of Sports Star Endorsement on Consumers' Willingness for Purchasing Intention
Keywords:
Sport Stars, Celebrity endorsement, Purchase intention, Brand attitudeAbstract
As a very important marketing communication strategy, sports star endorsement plays an important role in improving the relationship between brand and consumer and promoting consumer purchase. From the perspective of consumer behavior, based on the theory of planned behavior, this study constructs the influence and mechanism model of sports star endorsement on consumer purchase intention by combing the theoretical concepts, antecedents and results of sports star endorsement, brand attitude and purchase intention, and the main research hypotheses, such as the direct and indirect influence of sports star endorsement on purchase intention, are put forward. The data of 449 consumers were collected by questionnaire, with the reliability, validity and research hypothesis of the scale were tested.
The results verified the influence of sports star endorsement on consumers' purchase intention and its mechanism. Specifically, first of all, three dimensions of sports star endorsement, namely attraction, credibility and professionalism, have a direct positive impact on consumers' purchase intention. Secondly, the three dimensions of attraction, credibility and professionalism of sports star endorsement also have a direct positive impact on consumer brand attitude. Finally, the attraction, credibility and professionalism of sports star endorsement also have a significant indirect impact on consumers' purchase intention through brand attitude.
The conclusion clarified the influence and mechanism of the three dimensions of attraction, credibility and professionalism of sports star endorsement on consumers' purchase intention, and reveals the intermediary role of brand attitude between sports star endorsement and purchase intention.
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