明星代言体育产品的匹配性研究——来自ERP的证据

Study on the Matching of Star Endorsement of Sports Product Brand——Evidence from ERP

明星代言是体育品牌营销的常用手段,然而长期存在一个争论,即应该选择体育专业明星还是非体育专业明星,其背后涉及的是关于明星代言机制的不同理论解释。传统实证研究基于消费者自述,较难真正从消费认知角度建立明星代言体育产品的理论基础。以明星与体育产品之间认知匹配性为切入点,利用事件相关脑电位技术(ERPs),探索异质性消费者在不同体育品牌代言人启动下的购买决策过程。行为数据与脑电数据结果发现:相较不匹配条件,匹配条件会引发更明显的N1和P300成分,说明消费者具有更积极的购买意愿,即体育明星代言体育产品更容易被消费者所接受,在神经机制上会分配更多的注意资源并更愿将二者归为一类。该机制具有稳定性,不受专业熟悉性的干扰,体育爱好者与非体育爱好者无论在行为数据还是ERP数据中并未产生显著性差异。

Star endorsement is a common means of sports brand marketing.There has long been a debate about whether to choose sports professional stars or non-sports professional stars,which involves different theoretical explanations on the mechanism of star endorsement.Because the traditional empirical research is based on the self-report of consumers,it is difficult to truly establish the theoretical basis of star endorsement of sports products from the perspective of consumer cognition.In this study,the cognitive matching between stars and sports products was used as the entry point,and event-related brain potential(ERPS)was used to explore the purchasing decision-making process of heterogeneous consumers under different sports brand spokespersons.The results show that,compared with the mismatching condition,the matching condition can cause consumers'more positive purchase intention and more obvious N1 and P300 components,that is,sports stars'endorsement of sports products is easier to be accepted by consumers,because more attention resources can be allocated and the two are easier to be grouped together.This mechanism is stable and is not affected by professional familiarity,and there is no significant difference between sports fans and non-sports fans in either behavioral data or ERP data.