The Influence Of Sports Celebrity's Endorsement On Consumers' Purchase Intention

Sports celebrity's endorsement as a very important marketing communication strategy for enterprises to enhance the relationship between brands and consumers and promote consumer purchases has an important role.However,most scholars study the concept of celebrity's endorsement and its impact on brand image and brand equity,and few studies have explored how sports celebrity's endorsements influence consumers' purchase behavior decisions,which hindered the understanding of researchers and managers about the influence of sports celebrity's endorsement on consumers' purchase behavior.This study,from the perspective of consumer behavior and theory of planned behavior,constructs the model of the influence sports celebrity's endorsement on consumers' purchase intention and its mechanism,and puts forward the major research hypothesis of sports celebrity's endorsement on the purchase intention of the direct impact and indirect impact by combing the theoretical concepts of sports celebrity's endorsement,brand attitudes and purchase intention,antecedents and results of research.This study collected data from 354 consumers by questionnaire method and tested the reliability,validity and research hypothesis of the scale by using SPSS20.0 and LISREL8.7 analysis software.The result of the study verifies the influence of sports celebrity's endorsement on consumers' purchase intention and its mechanism.In particular,first of all,the three dimensions of attractiveness,credibility and professionalism of sports celebrity's endorsement all have a direct positive impact on consumers' purchase intention.Secondly,each of the three dimensions of attractiveness,credibility and professionalism of sports celebrity's endorsement also have a direct positive impact on consumers' brand attitude.Finally,the three dimensions of attractiveness,credibility and professionalism of sports celebrity's endorsement have a significant indirect impact on consumers' purchase intention through brand attitude.The conclusions of the study clarify the influence and mechanism of the three dimensions of the attractiveness,credibility and professionalism of sports celebrity's endorsement on consumers' purchase intention,and reveals the intermediary role of brand attitude between sports celebrity's endorsement and purchase intention.The conclusions of the study not only deepen the understanding of sports celebrity's endorsement phenomenon and its effect,and enrich the theoretical research on sports celebrity's endorsement,brand attitude and purchase intention,but also provide important marketing inspirations for business managers correctly using sports celebrity's endorsement strategies to effectively enhance consumers' purchase behavior decisions.