Research On The Influence Of Entrepreneur Spokesperson On Consumers' Purchasing Behaviors

In the brand spokesman,star spokesperson is the most common types of consumers,through its own image and influence to affect consumer purchase behavior.In recent years,more and more enterprises tend to choose entrepreneurs(President or CEO)as spokespersons to promote their brands or products,such as Dong mingzhu of GREE GROUP,Lei jun of Mi phones and Liu qiangdong of Jingdong Group.As one of the types of brand spokesmen,entrepreneur spokesmen have prominent advantages over star spokesmen in terms of source credibility,and consumers are more inclined to identify with entrepreneur spokesmen.Therefore,entrepreneur spokesmen will naturally have an impact on the purchasing behavior of consumers.This paper takes this as the background,selects the entrepreneur spokesperson as the research object,and studies the influence of the entrepreneur spokesperson on the purchase behavior of consumers based on the intermediary effect of brand trust.Firstly,this paper reviews relevant literature on entrepreneur spokesperson,brand trust and consumer purchase behavior,defines relevant concepts,selects three dimensions of reliability,professionalism and consistency in entrepreneur spokesperson credibility,and four dimensions of quality level,brand image,corporate values and brand recognition in brand trust,and defines consumer purchase behavior as a dynamic process.Secondly,this paper constructs the research model,proposes the research hypothesis of variable relationship,develops the measurement scale according to the relationship of variable dimension,and designs,issues and recycles the questionnaire.Thirdly,SPSS19.0 was used for reliability analysis,validity analysis,correlation analysis and regression analysis of the sample data to verify the research model and hypothesis of this paper.Finally,the paper draws a conclusion and puts forward management enlightenment.The research conclusions of this paper are as follows:(1)Reliability,professionalism and consistency of entrepreneur spokespersons have positive and significant effects on brand trust.(2)In brand trust,brand image and brand recognition have significant positive effects on consumers' purchasing behaviors,while quality level and corporate values have insignificant effects.(3)The reliability,professionalism and consistency of entrepreneurs' spokespersons have significant positive effects on consumers' purchasing behaviors.(4)In brand trust,in addition to the quality level,brand image,corporate values and brand recognition all play an intermediary role in the relationship between entrepreneurs' spokespersons and consumers' purchasing behaviors.According to the above conclusions,this paper puts forward relevant management enlightenment.Innovation points of this paper:(1)Based on the mediating role of brand trust,this paper studies the influence of entrepreneurs' spokespersons on consumers' purchasing behaviors.(2)In the selection of the dimensions of mediating variables,the "Four-dimensional" perspective is adopted,especially the corporate values as one of the dimensions of mediating variables.