A Study On The Influence Mechanism Of Multi - Celebrity Combination Endorsement On Consumer Evaluation

The phenomenon of celebrity endorsement has becoming more and more popular in marketing.Celebrity endorsement is an important means to brand which has drawn much attention by enterprise.However,in the process of advertising,some enterprises have got great achievement and others have little success.Why has that happened?This paper takes the social coherence theory as the cut-in point,discussed the relationship and influence mechanism of celebrity portfolio endorsement and consumer regulation orientation. This paper mainly uses the method of psychological experiment and structural equation model(SEM) to finish the experiment.Research A、B and C choose the method of psychological experiment,using modern statistical methods of analysis of variance(ANOVA) to have a test.Research D using structural equation model(SEM) to analyse the influence between the endorsement evaluation and consumers’ purchase intention.From the paper,we can draw the conclusions that:first, celebrity portfolio endorsement has impact on the purchase intention of consumer.When the number of celebrities are in small level(1-4),with the rise of celebrities,the purchase intention of consumers will be enhanced.But when the celebrity portfolio exceeds a certain level(4-7),consumers’ purchase intention is declining.The performance on the whole is rise, then decreased,which like an inverted "U".Second,celebrity portfolio matching level has a moderating effect on the evaluation of celebrity endorsement.When celebrity portfolio in a low matching level,there is positive effect on purchase intension. When celebrity portfolio in a high matching level and the number of celebrities in low level,celebrity endorsement has a positive impact on the purchase intention of consumers.when the number of celebrities in high level,there is no significant influence on the purchase intention of consumers.Third,consumer’s oriented regulating has a moderating effect on celebrity portfolio endorsement and portfolio matching level.From the result,we can draw the conclusion that facilitating consumers are more likely to acquire a higher purchase intention than defensive consumers.Fourth,The research of the influence mechanism is carried out by the structural equation modelmodeling(SEM),we had found that celebrity portfolio attractinon has a positive impact on brand trust.The impact of the celebrity portfolio attractinon to consumers’ purchase intention through brand trust to delivery.This paper provides a theoretical guidance for enterprises to choose the correct celebrity endorsement and scientific consumer market positioning.On the one hand,when enterprises choose the celebrity for the product,they should control the number of celebrity in a medium level.On the other hand.When the enterprises making advertisement,they should choose the high matching degree celebrity portfolio.Finally, enterprises should through a variety of channels to improve and strengthen brand trust of products.