明星效应与购买行为关系 工商管理专业.docxVIP

摘要 明星代言是现代许多企业采用的营销策略，那么品牌代言人的选择是很重要的，他会对消费者的购买决策产生很大影响，无论是间接，还是直接的影响。近些年来，化妆品行业的代言人也不再局限于女性，越来越多的男性艺人开始进入化妆品的品牌代言。不仅在中国，在印度尼西亚也是如此，然而，虽然这种现象开始普遍，但国内却鲜少有相干的研究。 所以，笔者基于这种现状，开展了相关的研究。本文以男明星代言化妆品为切入点，采用多种研究方法，样本采自印度尼西亚使用过悦诗风吟化妆品的部分女性群体，还有218份的样卷，对这些数据进行详细的分析，来探究男性名人代言对消费者购买决策的影响，还有品牌形象在这一关系中所处的作用。研究结果如下，男性明星代言商品可以直接影响消费者的购买决策；品牌的形象对男明星代言以及消费者的购买决策起到中介作用。同时，论文研究的结论可以在化妆品商家选择代言人以促进化妆品销量时，对商家也可以起到一定的参考作用。 关键词：明星效应；消费者；购买行为  Abstract It is one of the marketing strategies often used by many enterprises to expand the popularity of their products by using stars to speak for their products. The star spokes men selected by enterprises will directly or indirectly affect the buyers preference for the brand In recent years, more and more male stars are endorsing cosmetics, and cosmetics advertisements endorsed by male stars are becoming more and more common, such as in Indonesia. However, there are few researches on the effect in the academic circle. Therefore, this paper will carry out an in-depth study on this phenomenon Based on the thesis research background, this study of celebrity endorsement as the breakthrough point, using path analysis, and has not been used in Indonesia Inniessfree(Inniessfree) samples of cosmetics for women, of which 218 copies of questionnaire investigation, discusses the male celebrity endorsement on consumer purchase decisions, and brand image in the intermediary role of this relationship The results show that the products endorsed by male stars have a direct impact on consumers purchasing decisions. Brand image plays an intermediary role in the endorsement of male stars and the purchase decisions of consumers. At the same time, the research results of this paper can also play a certain reference role for merchants when they choose spokespersons. Keywords：Star power; Consumer; Buying behavior 目录 1 绪论 9 TOC \o 1-3 \h \u 1.1 研究背景与研究意义 9 1.1.1 研究背景 9 1.1.2 研究意义 9 1.2研究内容与框架 10 1.3研究方法 10 2相关概念与文献综述 11 2.1明星效应概念 11 2.2 印尼对于男明