Empirical Study Of The Relationship Between Political Celebrity Credibility Trait And Consumer Buying Behavior

Despite celebrity endorsements is enterprises the important marketing tool of establish a brand image and influence consumer buying behavior,however,not all celebrity effect can play a good effect on the market.Because of economic interests,false advertising endorsements and a number of factors related to negative reports,etc.,so that the consumer start thinking about true or false of the brand of celebrity endorsements.Companies began to seek new endorsements groups,those who have no economic interest,a good reputation political celebrity has gradually become a brand endorsement to chase the target.Especially as Michelle Obama and Peng Liyuan such increasingly becoming media,businesses,the public and the international focus of attention of the characters,their words and deeds,wearing clothing much attention,triggering a first lady effect.Currently the political celebrity and research reports are mostly concerned about it caused by the reality of their current situation;the market value of other macro-level,there is little research to explore the theory of political celebrity's micro-market mechanism-based on consumer perspective.Political celebrity for the study,based on the characteristics of celebrity credibility,social impact,and six market model and other related theories,this study constructed the conceptual model of the credibility nature of the political celebrity through the of trust and purchase intentions to influence consumer willingness to spread.By small-scale interviewing and pre-researching questions,obtaining the question of the political celebrity's the credibility of the initial measurement,and scale purification to give the politically celebrity credibility attractive qualities,media exposure and trustworthiness three dimensional the total of 12 items title measurement scale.Related test method showed that the scale of the internal consistency reliability,construct validity,convergent validity and discriminant validity are standard.Use SPSS 16.0,to 232 parts by formal survey questionnaire valid data descriptive statistics,confirmatory factor,one-way ANOVA variance,bivariate correlation,linear regression analysis and other statistical methods.Studies have shown that:attractive,media exposure and trustworthiness are positive effect of trust;trust positively affects purchase intention;purchase intention tends to positively affect willingness;information on the relationship between media exposure and trust has a regulatory role.The innovation of this study are as follows:(1)To the actual shopping experience consumers have developed a sample of reliability and validity of the credibility of good political celebrity multi-dimensional qualities(attractive,media exposure and trustworthiness)total 12 measure measurement scale.(2)The first study the influence mechanism of political celebrity credibility nature of the three-dimensional of consumer willingness to spread.(3)Exploration of the impact of the regulatory mechanisms of information between the three sub-dimensions and characteristics of consumer trust in political celebrity credibility.The correct use of the credibility of the political celebrity nature effect,willing be China's enterprises to build domestic brand equity,build sustainable competitive advantage has an irreplaceable role.