明星代言对香飘飘奶茶的消费者购买行为影响.doc

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明星代言对香飘飘奶茶的消费者购买行为影响

内容摘要

随着我国市场经济的发展，商品供给相较于以前丰富了许多，消费者选择产品的影响因素也越来越复杂，特别是在快速消费品领域，明星的消费带动效应不可小觑。为拉近与消费者的距离，各企业纷纷找人气较旺的明星代言自家产品，推动产品的销售与增加品牌的曝光率。本文通过对消费者购买行为的界定、明星代言对消费者购买产品的心理影响梳理，对香飘飘奶茶品牌进行分析，并以广东省在校大学生为样本对象展开调查研究，分别从消费态度、消费者性别、明星代言的购买选择对消费者的影响、消费者的品牌偏好、明星购买方式对消费者的影响、明星个人特质对消费的影响、明星负面行为的影响等展开调查与研究，分析该品牌中明星对消费者购买行为的影响所造成的突出问题，提出合理利用明星代言促进品牌发展的对策，为促进企业合理选择明星代言、消费者理性消费、明星合理选择代言产品提供参考。

关键词：明星代言；消费者；购买行为；措施

TheInfluenceofCelebrityEndorsementonTheConsumerPurchasingBehaviorofXiangpiaopiaoMilkTea

Abstract

WiththedevelopmentofChinasmarketeconomy,thesupplyofcommoditiesismuchricherthanbefore,andtheinfluencingfactorsofconsumerschoiceofproductsaremoreandmorecomplicated.EspeciallyinthefieldofFMCG,theconsumptiondrivingeffectofstarscannotbeunderestimated.Inordertonarrowthedistancewithconsumers,enterpriseshavetofindpopularstarstoendorsetheirproducts,promoteproductsalesandincreasebrandexposure.Thisarticlethroughtothedefinitionofconsumerbuyingbehavior,starendorsementofthepsychologicalimpactoftheconsumerbuysaproduct,toanalyzeormilkteabrand,andbycollegestudentsinguangdongprovincenotsampleinvestigationresearchobject,fromconsumerattitudes,consumergender,starendorsementofthepurchasechoiceforconsumers,consumersbrandpreference,theinfluenceofcelebrityinfluenceonconsumerspurchaseway,starpersonalityinfluenceonconsumption,theinfluenceofthestarnegativebehaviorsuchasinvestigationandresearch,analysisofthebrandinthestarsinfluenceonconsumerpurchasebehaviorcausedbytheoutstandingproblems,Thispaperputsforwardthecountermeasurestopromotethebranddevelopmentbyrationaluseofstarendorsement,andprovidesreferencesforenterprisestoreasonablyselectstarendorsement,consumerstorationallyconsume,andstarstoreasonablyselectproductstoendorse.

Keywords:star