名人推荐者道德声誉对名人广告效果的影响

心理学报 ›› 2005, Vol. 37 ›› Issue (03): 382-389.

名人推荐者道德声誉对名人广告效果的影响

丁夏齐，王怀明，马谋超

深圳大学管理学院，深圳 518000

收稿日期:2004-09-30 修回日期:1900-01-01 发布日期:2005-05-30 出版日期:2005-05-30
通讯作者: 丁夏齐

THE EFFECT OF MORALITY REPUTATION ON EVALUATIONS TO CELEBRITY ENDORSER AND ENDORSEMENT

Ding Xiaqi,Wang Huaiming,Ma Mouchao

School of Management, Shenzhen University, Shenzhen 518000, China

Received:2004-09-30 Revised:1900-01-01 Online:2005-05-30 Published:2005-05-30
Contact: Ding Xiaqi

摘要/Abstract

摘要： 多数有关名人广告的研究，以信息源可信性模型、信息源吸引力模型、匹配假设和意义迁移模型为理论基础，关注的主要是：名人的可信性、吸引力和名人-产品形象一致性。且在西方消费者中进行。本研究探索在中国文化背景下，消费者对名人广告评价的影响因素。发现一个名为“道德声誉”的因子，影响对名人推荐者及所做广告和所推荐产品的评价。该因子通过“可信赖性”的中介作用对广告态度产生影响。道德规范在中国消费者社会化过程中被认同和内化是该因子存在和产生作用的原因。

关键词: 名人广告, 名人推荐者, 道德声誉

Abstract: Most researches on celebrity endorsement based on the Source Credibility Model, Source Attractiveness Model, Match-Up Hypothesis and Meaning Transfer Model and concentrated on the endorser’s credibility (including expertise and trustworthiness), attractiveness and congruence. In the investigation of Chinese consumers’ evaluation on celebrity endorsement of the present study, a new factor named as “morality reputation” was found. The influence of this factor on the effectiveness of endorsement was also examined and this influence was mediated by trustworthiness. Identification and internalization can be used to explain why and how the factor has the effect.

Key words: celebrity endorsement, celebrity endorser, morality reputation

中图分类号:

B849：C93

丁夏齐，王怀明，马谋超. (2005). 名人推荐者道德声誉对名人广告效果的影响. 心理学报, 37(03), 382-389.

Ding Xiaqi,Wang Huaiming,Ma Mouchao. (2005). THE EFFECT OF MORALITY REPUTATION ON EVALUATIONS TO CELEBRITY ENDORSER AND ENDORSEMENT. , 37(03), 382-389.