广告代言人对消费者购买意愿的影响 ——以抖音短视频为例.docxVIP

摘 要 在经济全球化的大背景下,企业面临的竞争越来越激烈。随着经济的快速发展，人民生活水平虽然不断提高，但消费者在做出购买决策时,除了关注产品的功能,还注重产品的多样化和个性化特征。除了生产差异化之外,企业满足消费者多样化消费需求还表现在宣传多样化。由社交媒体发展催生的粉丝经济的增长,使广告代言人对消费者购买意愿的影响愈加明显。另一方面,为了满足大众在快节奏下的娱乐需求,短视频软件应运而生，越来越多企业在短视频软件上投放广告。短视频平台投放的广告的代言人对消费者购买意愿的影响逐渐成为众多学者们研究当前的热点。 本文通过提取广告代言人特征、消费者情感及购买意愿的相关维度,探究它们之间的关联度,以抖音短视频广告为例研究广告代言人对消费者情感以及购买意愿的影响,所采用的研究方法有问卷调查法、文献分析法、实证调查法及统计分析法。本文在总结国内外已有研究的基础上,构建理论框架模型,提出相关假设,通过发放问卷收集相关数据，通过发放问卷收集数据，统计分析方法探究广告代言人特征、消费者情感、消费者购买意愿三者之间的关系。研究发现广告代言人特征与消费者情感和购买意愿均呈显著的正相关关系,消费者情感与购买意愿呈显著的正相关关系。根据研究结论,本文建议企业在短视频广告的投放、广告代言人的选择具有现实意义与启示价值。 关键词：广告代言人；购买意愿；消费者情感 Abstract In the context of economic globalization, companies are facing increasingly fierce competition. While improving product quality, companies also need to spend money on product promotion. Through advertising, companies can communicate information about products to consumers and attract consumers to buy products. In addition to production differentiation, companies also meet the diverse consumer needs of consumers. The growth of the fan economy generated by the development of social media has made the influence of advertising spokespersons on consumers willingness to purchase more obvious. On the other hand, in order to meet the entertainment needs of the public at a fast pace, short video software came into being, and more and more companies are advertising on short video software. The influence of the spokesperson of the advertisements on the short video platform on consumers willingness to purchase has gradually become a hot topic for scholars. This paper explores the relevance of advertising spokesperson characteristics, consumer sentiment and purchasing intentions, and explores the relationship between them by using short video ads as an example to study the influence of advertising spokespersons on consumer sentiment and purchasing willingness. Methods include literature analysis, empirical investigation and statistical analysis. On the basis of summarizing the existing researches at