摘要
在自我概念理论的基础上,将观看体育赛事所引起的愉悦感、唤醒、介入度作为自变量,由广告态度、品牌态度、购买意愿这三个维度组成的广告效果作为因变量,同时引入偶像崇拜作为中介变量,对观看明星体育赛事与该明星代言广告效果的关系及其内在作用机制进行了探讨。采用问卷调查法收集数据,通过因子分析、相关分析、回归分析等方法对研究假设进行检验。研究结果表明,偶像崇拜在介入度与广告态度之间起到了部分中介作用;偶像崇拜在介入度与品牌态度之间起到了完全中介作用;偶像崇拜在介入度与购买意愿之间也起到了完全中介作用。
In order to find out the effect of watching sports events on celebrity endorsement and the mechanism of it,we built an integrated model based on self-concept theory. We took pleasure,arousal and involvement as the independent variables,advertising effect which is composed of advertisement attitude, brand attitude and purchase intention as the dependent variable,and idolatry as the mediating variable. We used 212 graduate students as subjects,gathered data with questionnaires,and tested hypotheses through the way of factor analysis,correlation analysis and regression analysis. The results showed that idolatry plays a mediating role between involvement and advertising effect.
出处
《品牌》
2016年第5期43-54,61,共13页
Brand
关键词
明星代言
广告效果
偶像崇拜
中介作用
Celebrity endorsement
Advertising effect
Idolatry
Mediating role
