The Research On The Effect Of Video Heuristics On The Purchase Intention Of Celebrity Alliances For The Audience

Video can inspire the audience to have relevant purchase intention,especially in the current prevalence of new media,video forms are diverse,rational use of video can bring new marketing opportunities for enterprises.Creating character pairing on screen and then launching celebrity alliances’ products is one of the new ideas to expand interests.However,there are controversies about the cognitive presentation of characters and their relationship in videos and the emotional interaction between CP fans’ psychology and fans’ psychology.Therefore,this study will take the CAC model as the main perspective to explore the specific mechanism and corresponding boundary conditions of the influence of video heuristic on the purchase intention of celebrity alliances.Based on literature review,this study extracts research variables according to the CAC model and narrative transportation theory,then discusses the relationships among the research variables.Finally,it constructs a theoretical model with perceived esthetics,narrative structure and self-reference as independent variables,empathy as intermediary variable,celebrity attachment as moderating variable and the purchase intention of celebrity alliances as dependent variable.Through the analysis of 211 valid questionnaires,we can find that:(1)Age has an impact on the purchase intention of celebrity alliances;(2)Perceived esthetics,narrative structure and self-reference can all promote the purchase intention of celebrity alliances;(3)Empathy has mediating effect in the relationship between perceived esthetics,narrative structure,selfreference and the purchase intention of celebrity alliances;(4)Celebrity attachment can positively moderate the relationship between empathy and the purchase intention of celebrity alliances.The empirical results obtained in this study can enhance the research depth of brand alliances and celebrity attachment,increase the research angle of consumer behavior.At the same time,it puts forward management suggestions on how enterprises use videos to create couple sense,which ultimately leads to the purchase intention of celebrity alliances.This study has both theoretical and practical reference value.