消费者第三人效果感知对名人广告效果影响研究被引量：11

Research on Impact of the Third-person Effect Perception on the Celebrity Advertising Effect

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摘要以第三人效果感知为自变量,以现实生活中真实的广告作为刺激物,通过情景模拟的问卷调查方式探讨了第三人效果感知对名人广告效果的影响。同时,检验了消费者对名人的喜爱程度以及名人与代言产品的一致性是否会在第三人效果感知的影响过程中起调节作用。通过结构方程模型分析,证实了第三人效果感知不仅存在,而且会对消费者对名人代言产品的态度具有负向影响。Chow Test检验证明,消费者对名人的喜爱程度以及名人与被代言产品的一致性会削弱第三人效果对名人广告效果的负向影响。 This paper explores the impact of group criteria and the third-person perception on the attitude and purchasing behavior of consumers through celebrity advertising.Meanwhile,it investigates whether preference for celebrity and consistency between product and celebrity play as moderators.Finally,based on the SEM,it finds that third-person perception not only exists but also is negatively related to consumer＇s attitude.Moreover,Chow test indicates that the negative relationship between the third-person effect and the celebrity brand effect can be moderated by preference for celebrity and consistency between product and celebrity.

作者王丽丽吕巍黄静李悦江麟

机构地区上海交通大学安泰经济与管理学院武汉大学经济与管理学院国信证券武汉部北京铭略远迅管理咨询有限公司

出处《软科学》 CSSCI 北大核心 2010年第6期128-132,共5页 Soft Science

基金国家自然科学基金资助项目(70832004)

关键词名人广告第三人效果感知消费者态度偏爱程度一致性购买意愿 celebrity advertising the third-person effect perception consumer attitude preference degree consistency purchase intent

分类号 F713.55 [经济管理—市场营销]

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