The Influence Of Types Of Spokesperson And Product Types On Purchase Intention

Objectives:The use of spokesmen in advertising is the most commonly used marketing tool nowadays.Enterprises need to pay attention to the effect of advertising if they want to get better results.Nowadays,the focus of the research is on the matching degree of the spokesmen and products,but most of the research mainly discusses the situation of the star as the spokesperson,but neglects the other type,the expert spokesperson.So this study is based on matching theory and meaning transfer model,through experiments to find out the different product categories(hedonic products&functional products)with different types of spokesperson(Expert&Star)how combination will enhance the consumer’s purchase intention,as well as the differences between Chinese experts with foreign experts and Chinese celebrities with foreign celebrities in indication of interest when they represent the products separately which are match with them,to supplement the lack of relevant research literature in this area and provide a new marketing plan to enterprise.Methods:Firstly,this study selected the most attractive stars and the most credible experts as spokesmen with the questionnaire survey,and made the advertising pictures which are needed by PS.Then three experiments were carried out with E-prime2.0.The first experiment is 2(spokesperson type:star,expert)*2(product type:hedonistic,functional product)mixed experiment design,and a total of forty people.The second experiments and third experiments were designed in the subjects,and there are thirty subjects in each experiment.At the same time,the subjects were measured by seven-point scale measurement.Finally,the data were analyzed by variance analysis and T test.Results:(1)no matter the type of product or the type of spokesperson,the main effect on the purchase intention is not significant;(2)the interaction of the type of spokesperson and the type of product is significant;in the endorsement functional product,the expert is more suitable than the star;in the endorsement hedonistic product,the star is more appropriate than the expert;(3)the foreign expert endorsed.The effect of a functional product is better than that of a native expert’s endorsement of a functional product;(4)the effect of a native star in a hedonistic product is better than a foreign star’s endorsement of a hedonistic product.Conclusion:The match degree between spokesperson and product is very important,and the characteristics of different product types need different spokesmen to interpret.The enterprise should choose the spokesperson reasonably according to the characteristics of their products,so as to achieve satisfactory advertising effect and improve consumers’purchase intention.