北京理工大学珠海学院 2020 届本科生毕业论文代言人与消费者的一致性对购买意愿的北京理工大学珠海学院 2020 届本科生毕业论文摘要使用代言人为企业代言品牌产品是如今广告中使用率最高的营销手段，企业想要获得显著的收益就不可忽视广告效果，消费者面对广告的内心想法成为影响广告效益的一大重要因素。消费者在面对代言人时一定程度上会进行与自我的比较，因此代言人与消费者的一致性不容忽视。品牌关系作为消费者与品牌之间的联系桥梁，在消费者与代言人之间也起着至关重要的作用。本研究文把消费者自我一致性作为自变量，加入品牌关系作为中介变量，探究代言人与消费者的一致性对消费者购买意愿的影响。通过构建的模型，设计并发放好问卷，将问卷收集到的数据利用 SPSS 进行数据分析验证假设的合理性，得到以下结果：当代言人与消费者自我一致性越高时，越能刺激消费者的购买意愿。其中代言人与理想自我一致性对购买意愿影响程度最大，其次则是社会自我一致性。品牌关系在代言人与消费者一致性和购买意愿关系间具有中介作用。关键词：自我一致性；代言人；品牌关系；购买意愿2北京理工大学珠海学院 2020 届本科生毕业论文Research on the influence of the consistency between spokesmen and consumers on purchase intentionAbstractThe use of spokesmen to endorse brand products for enterprises is the marketing method with the highest usage rate in advertising nowadays. In order to obtain significant income, enterprises cannot ignore the advertising effect, and consumers' inner thoughts in the face of advertising become a major factor affecting the advertising efficiency. Consumers will compare with themselves to some extent when facing spokesmen, so the consistency between spokesmen and consumers cannot be ignored. As a bridge between consumers and brands, brand relationship also plays a crucial role between consumers and spokesmen. In this study, consumer self-consistency is taken as the independent variable and brand relationship is added as the intermediary variable to explore the influence of the consistency betw...
