Research On The Influencing Mechanism Of Entrepreneurs Spokesperson On Consumers’ Purchasing Intention

Since the 1980 s,the market competition has been fierce increasingly, more and more enterprises have realized the importance of brand to an enterprise.As a kind of strategy that propagandizing brand image and enhancing brand value,brand spokesperson strategy have become very popular.As its constant development,the connotation and form of brand spokesperson strategy have also been rich.Entrepreneurs spokesperson strategy is one of types of brand spokesperson strategy,it shows in a variety of forms. There is a natural relationship between entrepreneurs and brand,so entrepreneurs spokesperson strategy is persuasive and professional.For example,Jack ma of Alibaba,Dong Mingzhu of Geli,Wang Shi of Wanke and so on,they are entrepreneurs spokesperson for their own enterprises and recognised by the public,that have important influence on the consumers’ purchasing intention.Based on this background,this paper took entrepreneurs spokesperson as the research object and brand trust as the mediation and explored the influencing mechanism of entrepreneurs spokesperson on consumers’ purchasing intention.This paper carried on the literature review about entrepreneurs spokesperson and consumers’ purchasing intention and theoretical basis that entrepreneurs spokesperson act on consumers’ purchasing intention.This paper put forward research hypothesis,constructed theoretical model about “entrepreneurs spokesperson-brand trust-consumers’ purchasing intention”,and designed,distributed,took back questionnaires.This paper analyzed sample data that have been taken back by regression analysis and verified theoretical model.Through the empirical analysis,this paper drew the following conclusions:entrepreneurs spokesperson has significant positive influence on brand trust;brand trust has significant positive influence on consumers’ purchasing intention;entrepreneurs spokesperson has significant positive influence on consumers’ purchasing intention;brand trust plays a partial intermediary role between entrepreneurs spokesperson and consumers’ purchasing intention.According to the conclusions,this paper came up with referable suggestions shaping entrepreneurs spokesperson:keep consistency between image features of entrepreneurs spokesperson and product/brand meaning;improve reliable perception of entrepreneurs spokesperson;continue to strengthen professional level of entrepreneurs spokesperson;raise publicity ofentrepreneurs spokesperson consciously;ensure that image features of entrepreneurs spokesperson conform to features of target audiene;pay attention to attraction of entrepreneurs spokesperson.