爱屋及乌?男明星代言女性产品中反传统广告代言态度的影响机制——有调节的中介模型

Love the Star, then Love the Endorsement? Consumers’ Attitude towards Anti-traditional Advertising Endorsement in Male Stars Endorsing Female Cosmetics

以男明星代言女性化妆品的反传统广告代言现象为例,采用实验法,分析了消费者群体对反传统广告代言态度的影响机制。结果显示:明星崇拜显著正向影响广告受众对此商品代言广告的态度,以及对反传统广告代言的态度;"产品-消费者"契合度正向调节明星崇拜对此商品代言广告态度,以及对反传统广告代言态度的影响关系;"产品-消费者"契合度会通过调节明星崇拜对广告态度的影响,正向调节影响"明星崇拜→广告态度→反传统广告代言态度"的中介效应。最后,提出明星提升个人行为规范、企业和大众媒体承担传递正向广告价值观,以及政府机构加强广告与传媒监管等建议措施。

Taking the phenomenon of anti-traditional advertising endorsement of male stars endorsing female cosmetics as an example, this paper first analyzes the influencing mechanism of consumers’ attitude towards anti-traditional advertising endorsement. The results show that star worship has a significant positive effect on the consumers’ attitude towards this product endorsement and the attitude towards anti-traditional advertising endorsement;the "product-consumer" fit positively moderates the influence of star worship on the attitude towards this product endorsement and the attitude towards the anti-traditional advertising endorsement;the "product-consumer" fit can positively moderate the mediating effect path of "star worship → advertising attitude → anti-traditional advertising attitude" by adjusting the influence of star worship on advertising attitude. Then the paper puts forward the countermeasures that stars should improve their personal behavior norms,enterprises and mass media should convey positive advertising values, and the government agencies should strengthen the supervision of advertisement and media.