Purpose

As the superiority of sports celebrities' endorsements has been questioned, the purpose of this study is to identify various types of endorsers' direct and indirect effects on consumers' purchase intentions.

Design/methodology/approach

Empirical data were collected from 240 useful responses to an online experiment, and research hypotheses were tested using (moderated) serial mediation analyses.

Findings

The study's findings indicate that an endorser has a positive influence on consumers' purchase intentions through their perceptions of the advertisement and the endorsed brand. A moderated serial mediation analysis finds differences in the four types of endorsers analyzed. A sports celebrity is the most effective type of endorser in increasing consumers' purchase intentions, whereas endorsements by company managers and peer consumers, while also positive, are less effective in influencing advertising outcomes. An expert's endorsement is comparable to that of a manager but not significant.

Research limitations/implications

The generalizability of the study's findings is limited because of a restricted data sample, the use of fictitious endorsers and the limited number of product categories and brands analyzed.

Originality/value

The study systematically analyzes the behavioral influence of four types of endorsers on consumers' purchase intentions, mediated by their perceptions of the advertisements and the endorsed brand. The results of this analysis extend the current state of endorsement research, indicating that endorsements should be integrated into companies' marketing strategies and provide marketing professionals practical guidance on which type of endorser is most effective in influencing advertising outcomes.

中文翻译：

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体育相关代言人的类型如何影响消费者的购买意愿

目的

由于体育名人代言的优越性受到质疑，本研究的目的是确定各类代言人对消费者购买意愿的直接和间接影响。

设计/方法/方法

从对在线实验的 240 个有用响应中收集了实证数据，并使用（适度的）串行中介分析测试了研究假设。

发现

研究结果表明，代言人通过消费者对广告和代言品牌的看法对消费者的购买意愿产生积极影响。适度的连续中介分析发现分析的四种类型的代言人之间存在差异。体育明星是提高消费者购买意愿最有效的代言人，而公司经理和同行消费者的代言虽然也是积极的，但在影响广告效果方面效果较差。专家的背书与经理的背书相当，但并不重要。

研究限制/影响

由于数据样本有限、使用虚构代言人和分析的产品类别和品牌数量有限，研究结果的普遍性有限。

原创性/价值

该研究系统地分析了四种类型的代言人对消费者购买意愿的行为影响，通过他们对广告和代言品牌的看法进行中介。这项分析的结果扩展了代言研究的现状，表明代言应该被纳入公司的营销策略，并为营销专业人士提供关于哪种类型的代言人对影响广告效果最有效的实用指导。