An Empirical Study On The Influence Mechanism Of Negative News Of Brand Spokesmen On Consumer Purchase Decision

In the "Internet plus" under the background of the popularity of powerful celebrities in the fan's influence and social media platform makes the brand spokesperson become a kind of enterprise marketing strategy to attract consumers,and showed the trend of rapid development.Brand spokesperson has been widely concerned by researchers at home and abroad.More and more enterprises are gradually realizing the importance of hiring a celebrity as an image spokesperson.However,although celebrity endorsement can bring huge economic value to enterprises,enterprises must also bring a series of negative effects to the brand spokesperson's negative information,and assume corresponding responsibilities.But the internal mechanism of the negative news of brand spokesmen in the process of consumer decision making is not clear in the current research.Based on this,the empirical analysis method is used to test the internal mechanism of the brand spokesperson's negative news acting on the consumer's purchase decision,and put forward the corresponding marketing strategy,so as to provide reference for the brand marketing of the enterprise.The existing research is based on the rational hypothesis and attribution theory of consumers,and it is difficult to reveal the internal process of the negative news of brand spokesmen affecting consumers' purchase decision.Based on the attribution deviation and the fair world belief theory,this paper constructs the theoretical framework of the internal mechanism of the negative news of brand spokesmen affecting the consumer's purchase intention.Through the use of statistical analysis software-SPSS19.0 and LISREL8.54 collation and analysis of the data collected from the questionnaire survey,the research hypothesis of this article is empirically tested.The structural equation model analysis method is used to analyze the internal mechanism of the negative news of brand spokesmen affecting the consumer purchase decision.Based on this,the study has been further clarification.The results show that(1)when the negative events brand spokesperson,regardless of the negative news spokesperson consumer internal attribution or external attribution,eventually will be attributed to the "oversight" or "mismanagement",so as to increase consumers' perceived risk negatively influence consumer purchase decisions.(2)the spread characteristics of the negative news dissemination of the brand spokesperson--the credibility and quantity of the negative news significantly affect the consumers' internal attribution to the brand spokesperson's negative news.(3)consumers' original brand trust has the immunization function in the negative news events of brand spokesmen,which can weaken the perceived risk caused by negative news events and maintain consumers' purchase intention.Therefore,this study believes that the enterprise should make a systematic plan for the brand spokesperson activities,and strict spokesperson's selection system.The careful selection of brand spokesmen requires a thorough investigation and evaluation of their professional influence and moral quality in advance.Enterprises should implement contract management to the spokesperson,restrain the brand spokesperson's behavior through a complete contract and contract,and prevent the negative effects brought by the negative news of the brand spokesperson in advance.In the process of marketing,we should establish a perfect response system for the negative events of the spokesmen.In addition,we should pay special attention to the importance of accumulating consumer brand trust.