体育明星代言对非运动产品广告的影响研究  

A Study of the Influence of Sports Star Endorsement on Non-sports Product Advertising

作　　者：费明胜[1] 尹承禹 FEI Ming-sheng;YIN Cheng-yu

机构地区：[1]五邑大学经济管理学院,广东江门529020

出　　处：《五邑大学学报（社会科学版）》2023年第4期57-62,92,共7页Journal of Wuyi University(Social Sciences Edition)

摘　　要：基于详细可能性模型对体育明星代言非运动产品广告的信息进行梳理,考察消费者信息处理过程对后续行为意向的影响,并验证了体育明星形象与产品一致性的调节作用。研究发现,在消费者观看体育明星代言的非运动产品广告时,广告信息质量这一中心路径因素能够提高消费者实用性购物价值感知,并显著提高购买意愿;除体育明星专业性外,可靠性和吸引力两个边缘路径因素均能够提高消费者实用性和享乐性购物价值感知,并对购买意愿产生促进作用;而体育明星形象与产品一致性在该影响过程中起负向调节作用。Based on the detailed possibility model,this paper combs the information clues of sports stars endorsing non-sports products,examines the influence of consumers’information processing on subsequent behavior intentions,and verifies the moderating effect of sports stars’image and product consistency.The results show that when consumers watch non-sports product advertisements endorsed by sports stars,the advertising information quality--the central path factor--can improve consumers’practical valueperception when shopping and significantly increase their purchase intention.In addition to the professionalism of sports stars,product reliability and attractiveness can also improve consumers’practical and hedonic shopping perception value,and promote their purchase intention,while the image of sports stars and product consistency play a negative moderating role in the influencing process.

关 键 词：体育明星代言 非运动产品广告 详细可能性模型 一致性 行为意向 

分 类 号：G80-05[文化科学—运动人体科学] F272.3[文化科学—体育学]