摘要
文章构建了关于名人广告对消费态度影响的四因素模型,来探讨名人广告对"粉丝"消费态度的影响。研究表明名人广告对"粉丝"消费态度产生了积极的影响,其中"粉丝"对于名人代言的产品好感度相对较高,且购买行为倾向较大;名人广告对"粉丝"消费态度影响因素中最关键两个因素分别为名人吸引力和名人—"粉丝"相似性;另外,广告创意因素对于"粉丝"消费态度的影响也是不可忽视的。
A four-factor model is built on the influence of the celebrity advertisement to the consumption attitude to discuss the influence to the fans. The research shows that it has positive influence and the favorable impression of the fans is comparatively high and the purchasing behavior tendency is larger. The most critical factors are celebrity attraction and the celebrity-fans similarity. In addition, advertising creative factor can not be ignored too.
出处
《长沙通信职业技术学院学报》
2009年第4期77-80,共4页
Journal of Changsha Telecommunications and Technology Vocational College
关键词
名人广告
“粉丝”
消费态度
celebrity advertisement
＂fans＂
consumption attitude
