The Influence Of Spokespersons Negative Events On Purchase Intention

Many enterprises will spend a lot of manpower,material and financial resources to sign contracts with celebrities,so as to expand the popularity of their brands or products and enhance the brand image and purchase intention.Celebrity endorsement is a double-edged sword.Once the spokesperson is involved in negative events,the brand will be immediately hit.Illegal events and immoral events are a classification method of spokesperson negative events,but they are less studied.Purchase intention is a powerful variable to predict consumers’purchase behavior.Enterprises also pay attention to the influence of spokespersons on purchase intention.Successful cooperation makes the brand famous and profitable.The loss caused by spokesmen scandal is difficult to estimate.Therefore,under the reality that the good image of spokesmen cannot be fully guaranteed,it is self-evident that it is necessary to study the influence of spokesmen’s negative events on purchase intention.Consumers not only pay attention to the value of the product,but also value its symbolic significance.They will use the brand to express their self-image.Based on this,this paper introduces two variables of self-brand connection and self-construal to explore the influence mechanism of spokesperson negative events on consumers’purchase intention.This paper includes two studies:Study 1 mainly explores the impact of negative events on purchase intention,and verifies the mediating role of self-brand connection between spokesperson negative events and purchase intention.The following conclusions are drawn:（1）Negative events of spokespersons have a significant negative impact on consumers’purchase intention（p<0.001）.Compared with the illegal events（M±SD=3.74±0.79）,the negative events of the spokesperson immorality（M±SD=3.44±0.70）have a greater negative impact on consumers’purchase intention（p<0.05）;（2）In the influence of negative events of spokesmen on consumers’purchase intention,self-brand connection plays a part of intermediary role.Study 2 introduces the variable of self-construction to explore the moderating effect of self-construction between negative events and purchase intention.The following conclusions are drawn:（3）The type of self-construal plays a moderating role in the influence of spokesperson negative events on purchase intention.Compared with interdependent self-construal（M±SD=3.79±0.26）,the negative impact of spokesperson’s immoral negative events（M±SD=2.84±0.26）on consumers’purchase intention is stronger under independent self-construal（p<0.001）.Illegal negative events are not regulated by self-construal type(M _Independent±SD=3.92±0.28,M _{Interdependent}±SD=3.85±0.28,p=0.806>0.05).In summary,this article once again verifies the impact of negative events of spokespersons on consumers’purchasing psychology,exploring the mediating and moderating effects of self-brand connection and self-construal in the impact of negative events on consumers’purchasing intention.This paper also enriches the research content of consumer psychology and provides support for brands to better grasp consumers’purchasing psychology.