体育名人广告中对运动品牌消费行为的影响研究——以武汉在校生为研究对象

Sports Celebrity Influence on Sports Brand Consumer Behavior——Take Wuhan College Students as Study Objects

以武汉在校生为研究对象,就体育名人形象对大学生购买体育运动品牌的行为进行实证研究。研究发现,名人形象对在校大学生购买体育运动品牌有显著的正向影响。同时,研究发现,名人信息源的可靠性在名人形象对大学生的购买行为中并不起中介作用。

Taking college students in Wuhan as research objects,it is sports celebrity image on college students’ purchasing sports brand behavior for empirical research.Research found that the impact of celebrity image on undergraduates bought sports brand is positive.Meanwhile,the study found that the impact of celebrity image on college students for purchasing sports brand couldn’t be mediated by the reliability of the information source.