Research On The Impact Of Celebrity Endorsers' Negative Information On Consumers' Purchase Intention:The Moderating Role Of Identification With Celebrity Endorsers

Nowadays,celebrity endorsement plays an important role in many marketing tools of enterprises because it is of great value.Celebrity endorsers bring economic benefit as well as risk to enterprises.Enterprises employ celebrities as brand endorsers at high cost,but negative information of celebrities keeps emerging in recent years.In addition,in the mobile Internet era where social networks are highly developed,negative information is nowhere to hide,which makes it difficult to convert the high cost of hiring celebrity endorsers into high returns.In combination with the characteristics of negative information dissemination in the mobile Internet era and consumers' perception of negative information,this paper divides celebrity endorsers' negative information into three dimensions,namelyquantity,trustworthiness and severity,and studies their influence on consumers' purchase intention.In addition,the social identity theory is introduced into the study of celebrity endorsement,and the original level of consumers' identification of celebrity endorsers is taken as the moderating variable to analyze how it can adjust the influence of celebrity endorsers' negative information on consumers' purchase intention.Firstly,this paper systematically reviews and sorts out domestic and foreign studies about social identity theory,celebrity endorsers' negative information,celebrity identification and consumers' purchase intention,so as to build a solid theoretical foundation for this study.Secondly,based on the social identity theory and relevant literatures,the influence mechanism of variables was analyzed,the theoretical model of this study was constructed,and the research hypotheses are proposed.Finally,SPSS22.0 software was used to conduct descriptive statistical analysis,reliability analysis,validity analysis,correlation analysis,regression analysis and adjustment effect analysis on the collected data to test the research hypotheses.The results show that the quantity,trustworthiness of celebrity endorsers' negative information have a negative impact on consumers' purchase intention significantly.Consumers' identification with celebrity endorsers can play a significant moderating role in the process of the influence of the quantity and credibility.When consumers have a high degree of identification for celebrity endorsers,the negative relationship between the quantity and credibility of celebrity endorsers' negative information and consumers' purchase intention is weaker.According to the research results,this paper argues that enterprises should take three major measures to reduce the risk of celebrity endorsers' negative information.The first is the prudent choice of endorsers,including market researches in advance for choosing endorsers,the "due diligence" and risk assessment for hiringendorsers,and the establishment of moral constraints in the endorsement contract;Secondly,when celebrity endorsers' negative information emerges,enterprises should focus on the performance and nature of negative information,including monitoring and controlling the amount of celebrity endorsers' negative information,paying close attention to the release sources and communication channels of celebrity endorsers' negative information,and paying attention to the severity of celebrity endorsers' negative information;Thirdly,enterprises should do a good job in crisis management from a long-term and short-term perspective.