تاثیر تاییدکننده مشهور بر قصد خرید مصرف‌کننده با نگرش به تبلیغ و برند

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی‌ کارشناسی ارشد مدیریت بازرگانی، دانشکده ادبیات و علوم انسانی، دانشگاه خلیج‌ فارس، بوشهر، ایران

2 دانشیار گروه مدیریت بازرگانی، دانشکده ادبیات و علوم انسانی، دانشگاه خلیج ‌فارس، بوشهر، ایران

3 دانشیار گروه مدیریت بازرگانی، دانشکده ادبیات و علوم انسانی، دانشگاه خلیج‌ فارس، بوشهر، ایران

چکیده

قصد خرید یکی از مراحل تصمیم­گیری خرید است و علت رفتاری مصرف­کننده برای خرید یـک برند خاص را نشان می­دهد. قصد خرید مصرف­کنندگان، از نگرش به تبلیغ و نگرش به برند سرچشمه می­گیرد. به همین دلیل امروزه شرکت­ها در تلاش هستند تا با استفاده از تاییدکنندگان مشهور در تبلیغات، سبب اثرگذاری مثبت بر نگرش به تبلیغ و نگرش به برند شوند و به دنبال آن قصد خرید در مصرف­کنندگان را افزایش دهند. هدف این پژوهش تبیین بررسی تاثیر تاییدکننده مشهور بر قصد خرید مصرف­کننده با میانجیگری نگرش به تبلیغ و نگرش به برند است. پژوهش حاضر از حیث هدف یک پژوهش کاربردی و از حیث نحوه گردآوری داده­ها یک پژوهش توصیفی- پیمایشی و از نوع همبستگی است. جامعه آماری پژوهش را مصرف­کنندگان شامپو کلییر مردانه در شهر بوشهر تشکیل می­دهند. حجم نمونه 388 نفر تخمین زده شد که در این راستا از روش نمونه­گیری غیرتصادفی در دسترس و ابزار گردآوری داده­ها، پرسشنامه است. در آزمون فرضیات پژوهش از مدل­سازی معادلات ساختاری به کمک نرم افزار اسمارت پی ال اس، استفاده شد. مطابق یافته­های پژوهش استفاده از تاییدکننده مشهور در تبلیغات بر نگرش به تبلیغ و نگرش به برند تاثیر و همچنین نگرش به تبلیغ و نگرش به برند بر قصد خرید مصرف­کننده تاثیر مثبت و معناداری می گذارد. همچنین تاییدکننده مشهور از طریق نگرش به تبلیغ و نگرش به برند بر قصد خرید مصرف­کننده تاثیر مثبت و معناداری می­گذارد. شرکت­ها باید جهت افزایش قصد خرید مصرف­کنندگان سعی در ایجاد نگرشی مطلوب نسبت به تبلیغ و نسبت به برند در اذهان مصرف‌­کنندگان داشته باشند.

کلیدواژه‌ها

عنوان مقاله [English]

Investigating the Iimpact of Celebrity Endorsement on Consumer’s Purchase Intention by Mediating Attitudes toward the Advertising and Brand Attitudes

نویسندگان [English]

  • Fatemeh Zahedi 1
  • Majid Esmaeilpour 2
  • Manizheh Bahrainizad 3
1 Master Student, Persian Gulf University, Bushehr, Iran
2 Associate Professor, Persian Gulf University, Bushehr, Iran
3 Associate Professor, Persian Gulf University, Bushehr, Iran
چکیده [English]

The purchase intention is one of the stages buying decisions and shows the consumer's behavior to purchase a particular brand. The consumer’s purchase intention comes from attitudes toward the advertising and brand attitudes. For this reason, today, companies are trying to use celebrity endorsement advertisers to positively influence the attitudes toward the advertising and brand attitudes and subsequently increase purchase intention. The main purpose of this research is to explain the impact of celebrity endorsement on the consumer's purchase intention by mediating attitudes toward the advertising and brand attitudes. Therefore, in this research, the impact of celebrity endorsement on the consumer's purchase intention through the mediators of the attitude toward advertising and brand attitudes has been investigated.This study is an operational research in term of the purpose and in term of the type of collecting data is a descriptive-survey as a correlation type. The statistical population of the study consisted of male clear shampoo users in Bushehr. The sample size was estimated at 388 people. In this regard non- random available sample was used. Moreover, structural equation modeling was used to analyze the obtained data via smart PLS software. The findings of this research show that the use of celebrity endorsement in advertising has a positive and significant effect on the attitude toward advertising and brand attitudes. Also, the attitude toward advertising and brand attitudes has a positive and significant effect on the purchasing intention. Also, the celebrity endorser has a positive and significant effect on the purchasing intention through attitude toward advertising and brand attitudes. Therefore, companies must try to create a favorable attitude towards advertising and brand in the minds of consumers in order to increase the purchasing intention.

کلیدواژه‌ها [English]

  • Celebrity Endorsement
  • Purchase Intention
  • Advertising Attitude
  • Brand Attitude

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کاوش‌های مدیریت بازرگانی
دوره 12، شماره 24
اسفند 1399
صفحه 347-368

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