تاثير تاييدكننده مشهور بر قصد خريد مصرف‌كننده با نگرش به تبليغ و برند

Investigating the Iimpact of Celebrity Endorsement on Consumer’s Purchase Intention by Mediating Attitudes toward the Advertising and Brand Attitudes

ﻗﺼﺪ ﺧﺮﯾﺪ ﯾﮑﯽ از ﻣﺮاﺣﻞ ﺗﺼﻤﯿﻢﮔﯿﺮي ﺧﺮﯾﺪ اﺳﺖ و ﻋﻠﺖ رﻓﺘﺎري ﻣﺼﺮفﮐﻨﻨﺪه ﺑﺮاي ﺧﺮﯾﺪ ﯾـﮏ ﺑﺮﻧﺪ ﺧﺎص را ﻧﺸﺎن ﻣﯽدﻫﺪ. ﻗﺼﺪ ﺧﺮﯾﺪ ﻣﺼﺮفﮐﻨﻨﺪﮔﺎن، از ﻧﮕﺮش ﺑﻪ ﺗﺒﻠﯿﻎ و ﻧﮕﺮش ﺑﻪ ﺑﺮﻧﺪ ﺳﺮﭼﺸﻤﻪ ﻣﯽﮔﯿﺮد. ﺑﻪ ﻫﻤﯿﻦ دﻟﯿﻞ اﻣﺮوزه ﺷﺮﮐﺖﻫﺎ در ﺗﻼش ﻫﺴﺘﻨﺪ ﺗﺎ ﺑﺎ اﺳﺘﻔﺎده از ﺗﺎﯾﯿﺪﮐﻨﻨﺪﮔﺎن ﻣﺸﻬﻮر در ﺗﺒﻠﯿﻐﺎت، ﺳﺒﺐ اﺛﺮﮔﺬاري ﻣﺜﺒﺖ ﺑﺮ ﻧﮕﺮش ﺑﻪ ﺗﺒﻠﯿﻎ و ﻧﮕﺮش ﺑﻪ ﺑﺮﻧﺪ ﺷﻮﻧﺪ و ﺑﻪ دﻧﺒﺎل آن ﻗﺼﺪ ﺧﺮﯾﺪ در ﻣﺼﺮفﮐﻨﻨﺪﮔﺎن را اﻓﺰاﯾﺶ دﻫﻨﺪ. ﻫﺪف اﯾﻦ ﭘﮋوﻫﺶ ﺗﺒﯿﯿﻦ ﺑﺮرﺳﯽ ﺗﺎﺛﯿﺮ ﺗﺎﯾﯿﺪﮐﻨﻨﺪه ﻣﺸﻬﻮر ﺑﺮ ﻗﺼﺪ ﺧﺮﯾﺪ ﻣﺼﺮفﮐﻨﻨﺪه ﺑﺎ ﻣﯿﺎﻧﺠﯿﮕﺮي ﻧﮕﺮش ﺑﻪ ﺗﺒﻠﯿﻎ و ﻧﮕﺮش ﺑﻪ ﺑﺮﻧﺪ اﺳﺖ. ﭘﮋوﻫﺶ ﺣﺎﺿﺮ از ﺣﯿﺚ ﻫﺪف ﯾﮏ ﭘﮋوﻫﺶ ﮐﺎرﺑﺮدي و از ﺣﯿﺚ ﻧﺤﻮه ﮔﺮدآوري دادهﻫﺎ ﯾﮏ ﭘﮋوﻫﺶ ﺗﻮﺻﯿﻔﯽ- ﭘﯿﻤﺎﯾﺸﯽ و از ﻧﻮع ﻫﻤﺒﺴﺘﮕﯽ اﺳﺖ. ﺟﺎﻣﻌﻪ آﻣﺎري ﭘﮋوﻫﺶ را ﻣﺼﺮفﮐﻨﻨﺪﮔﺎن ﺷﺎﻣﭙﻮ ﮐﻠﯿﯿﺮ ﻣﺮداﻧﻪ در ﺷﻬﺮ ﺑﻮﺷﻬﺮ ﺗﺸﮑﯿﻞ ﻣﯽدﻫﻨﺪ. ﺣﺠﻢ ﻧﻤﻮﻧﻪ 388 ﻧﻔﺮ ﺗﺨﻤﯿﻦ زده ﺷﺪ ﮐﻪ در اﯾﻦ راﺳﺘﺎ از روش ﻧﻤﻮﻧﻪﮔﯿﺮي ﻏﯿﺮﺗﺼﺎدﻓﯽ در دﺳﺘﺮس و اﺑﺰار ﮔﺮدآوري دادهﻫﺎ، ﭘﺮﺳﺸﻨﺎﻣﻪ اﺳﺖ. در آزﻣﻮن ﻓﺮﺿﯿﺎت ﭘﮋوﻫﺶ از ﻣﺪلﺳﺎزي ﻣﻌﺎدﻻت ﺳﺎﺧﺘﺎري ﺑﻪ ﮐﻤﮏ ﻧﺮم اﻓﺰار اﺳﻤﺎرت ﭘﯽ ال اس، اﺳﺘﻔﺎده ﺷﺪ. ﻣﻄﺎﺑﻖ ﯾﺎﻓﺘﻪﻫﺎي ﭘﮋوﻫﺶ اﺳﺘﻔﺎده از ﺗﺎﯾﯿﺪﮐﻨﻨﺪه ﻣﺸﻬﻮر در ﺗﺒﻠﯿﻐﺎت ﺑﺮ ﻧﮕﺮش ﺑﻪ ﺗﺒﻠﯿﻎ و ﻧﮕﺮش ﺑﻪ ﺑﺮﻧﺪ ﺗﺎﺛﯿﺮ و ﻫﻤﭽﻨﯿﻦ ﻧﮕﺮش ﺑﻪ ﺗﺒﻠﯿﻎ و ﻧﮕﺮش ﺑﻪ ﺑﺮﻧﺪ ﺑﺮ ﻗﺼﺪ ﺧﺮﯾﺪ ﻣﺼﺮفﮐﻨﻨﺪه ﺗﺎﺛﯿﺮ ﻣﺜﺒﺖ و ﻣﻌﻨﺎداري ﻣﯽ ﮔﺬارد. ﻫﻤﭽﻨﯿﻦ ﺗﺎﯾﯿﺪﮐﻨﻨﺪه ﻣﺸﻬﻮر از ﻃﺮﯾﻖ ﻧﮕﺮش ﺑﻪ ﺗﺒﻠﯿﻎ و ﻧﮕﺮش ﺑﻪ ﺑﺮﻧﺪ ﺑﺮ ﻗﺼﺪ ﺧﺮﯾﺪ ﻣﺼﺮفﮐﻨﻨﺪه ﺗﺎﺛﯿﺮ ﻣﺜﺒﺖ و ﻣﻌﻨﺎداري ﻣﯽﮔﺬارد. ﺷﺮﮐﺖﻫﺎ ﺑﺎﯾﺪ ﺟﻬﺖ اﻓﺰاﯾﺶ ﻗﺼﺪ ﺧﺮﯾﺪ ﻣﺼﺮفﮐﻨﻨﺪﮔﺎن ﺳﻌﯽ در اﯾﺠﺎد ﻧﮕﺮﺷﯽ ﻣﻄﻠﻮب ﻧﺴﺒﺖ ﺑﻪ ﺗﺒﻠﯿﻎ و ﻧﺴﺒﺖ ﺑﻪ ﺑﺮﻧﺪ در اذﻫﺎن ﻣﺼﺮفﮐﻨﻨﺪﮔﺎن داﺷﺘﻪ ﺑﺎﺷﻨﺪ.

The purchase intention is one of the stages buying decisions and shows the consumer's behavior to purchase a particular brand. The consumer’s purchase intention comes from attitudes toward the advertising and brand attitudes. For this reason, today, companies are trying to use celebrity endorsement advertisers to positively influence the attitudes toward the advertising and brand attitudes and subsequently increase purchase intention. The main purpose of this research is to explain the impact of celebrity endorsement on the consumer's purchase intention by mediating attitudes toward the advertising and brand attitudes. Therefore, in this research, the impact of celebrity endorsement on the consumer's purchase intention through the mediators of the attitude toward advertising and brand attitudes has been investigated.This study is an operational research in term of the purpose and in term of the type of collecting data is a descriptive-survey as a correlation type. The statistical population of the study consisted of male clear shampoo users in Bushehr. The sample size was estimated at 388 people. In this regard non- random available sample was used. Moreover, structural equation modeling was used to analyze the obtained data via smart PLS software. The findings of this research show that the use of celebrity endorsement in advertising has a positive and significant effect on the attitude toward advertising and brand attitudes. Also, the attitude toward advertising and brand attitudes has a positive and significant effect on the purchasing intention. Also, the celebrity endorser has a positive and significant effect on the purchasing intention through attitude toward advertising and brand attitudes. Therefore, companies must try to create a favorable attitude towards advertising and brand in the minds of consumers in order to increase the purchasing intention.