The Empirical Research On The Influencing Factors Of Celebrities' Advertising Effectiveness

With the increasingly fierce market competition environment and the rich media celebrity advertising has become a new pet to merchants. Now enterprise also recognize the scientific use of celebrity advertising can quickly open the market, and obtain the approbation of the consumer. Meanwhile, choose celebrity endorsements, also existing bigger risk, if spokesperson doesn't fit the image of company product, or negative reports, this will make the enterprise failed in advertising war, even can't withdraw advertising investment cost. The Internet, television, magazines, etc, the rapid development of media means can be good celebrity advertising in front of consumers show. So, scientific choice celebrities have theoretical and practical significance to enterprise.First through the literature reading, summarizes several theory closely related with celebrity advertising. Including source credibility model, source attractive model and matching hypothesis. Through these documents, summarizes the research model and related hypothesis. Second, according to the needs of the article, design the measure survey scale. Third, on the base of questionnaire investigation, using statistical analysis software (SPSS13.0) analyzed data of celebrity advertising influence factors, the factors and advertising effect factor was verified. Fourth, according to the correlation analysis and regression analysis, it is concluded that the independent variable factors and the dependent variable factors linear affecting relations. Finally, pointing out the deficiencies and future research direction.Through the research in this paper draws the following conclusion:1. Further verified celebrity characteristics, such as attractive, trustworthy, professional and ethical reputation sex with consumer attitude toward advertising, and purchase intention exist between positive significant influences.2. With commodities verified the consistency of fame and the attitude toward advertising and purchase intention exist between positive significant influences.3. In this paper the order that the five variables involved in the influence of attitude is: celebrity and commodities consistency, attraction and reliable reputation sex, morality and professional. 4. Positive significant influence also exist between advertising attitude and purchase intention...