摘要明星代言是现代许多企业采用的营销策略，那么品牌代言人的选择是很重要的，他会对消费者的购买决策产生很大影响，无论是间接，还是直接的影响。近些年来，化妆品行业的代言人也不再局限于女性，越来越多的男性艺人开始进入化妆品的品牌代言。不仅在中国，在印度尼西亚也是如此，然而，虽然这种现象开始普遍，但国内却鲜少有相干的研究。所以，笔者基于这种现状，开展了相关的研究。本文以男明星代言化妆品为切入点，采用多种研究方法，样本采自印度尼西亚使用过悦诗风吟化妆品的部分女性群体，还有218份的样卷，对这些数据进行详细的分析，来探究男性名人代言对消费者购买决策的影响，还有品牌形象在这一关系中所处的作用。研究结果如下，男性明星代言商品可以直接影响消费者的购买决策；品牌的形象对男明星代言以及消费者的购买决策起到中介作用。同时，论文研究的结论可以在化妆品商家选择代言人以促进化妆品销量时，对商家也可以起到一定的参考作用。关键词：明星效应；消费者；购买行为AbstractItisoneofthemarketingstrategiesoftenusedbymanyenterprisestoexpandthepopularityoftheirproductsbyusingstarstospeakfortheirproducts.Thestarspokesmenselectedbyenterpriseswilldirectlyorindirectlyaffectthebuyers'preferenceforthebrandInrecentyears,moreandmoremalestarsareendorsingcosmetics,andcosmeticsadvertisementsendorsedbymalestarsarebecomingmoreandmorecommon,suchasinIndonesia.However,therearefewresearchesontheeffectintheacademiccircle.Therefore,thispaperwillcarryoutanin-depthstudyonthisphenomenonBasedonthethesisresearchbackground,thisstudyofcelebrityendorsementasthebreakthroughpoint,usingpathanalysis,andhasnotbeenusedinIndonesiaInniessfree(Inniessfree)samplesofcosmeticsforwomen,ofwhich218copiesofquestionnaireinvestigation,discussesthemalecelebrityendorsementonconsumerpurchasedecisions,andbrandimageintheintermediaryroleofthisrelationshipTheresultsshowthattheproductsendorsedbymalestarshaveadirectimpactonconsumers'purchasingdecisions.Brandimageplaysanintermediaryroleintheendorsementofmalestarsandthepurchasedecisionsofconsumers.Atthesametime,theresearchresultsofthispapercanalsoplayacertainreferenceroleformerchantswhentheychoosespokespersons.Keywords：Starpower;Consumer;Buyingbehavior目录1绪论................................................................................................................................41.1研究背景与研究意义.................................................................................................91.1.1研究背景..................................................................................................................91.1.2研究意义..................................................................................................................91.2研究内容与框架.......................................................................................................101.3研究方法...................................................................................................................102相关概念与文献综述...................................................................................................112.1明星效应概念............................................................................................................112.2印尼对于男明星形象变化的态度改变...................................................................122.3有关购买意愿与品牌形象的文献研究...................................................................132.4有关明星效应与购买行为关系的文献研究.............................................
