质因数网红直播代言产品外文文献翻译2020

2021年1月24日发(作者：wasp)
网红直播代言产品外文翻译
2020
英文

The effects of match-ups on the consumer attitudes toward internet
celebrities and their live streaming contents

in the context of product endorsement
Hyun Park
Abstract
Streaming
media
platform
opens
new
ways
for
celebrity
endorsement.
Based
on
the
researches
related
to
celebrity
endorsement
and
match-up
hypothesis,
this
study
explores
the
influences
of
various
matches
on
the
consumer
attitudes
within
the
context
of
live
streaming
shopping
with
internet
celebrities
in
China.
Results
suggest
that
product-source
fit
affects
the
perceived
source
attractiveness
and
trustworthiness,
while
product-content
fit
affects
utilitarian
and
hedonic
attitude toward the content. Source trustworthiness, hedonic attitude and
self-product
fit
increased
the
intention
to
buy.
This
study
develops
and
tests
an
integrative
model
of
internet
celebrity
endorsement
by
investigating congruence effects on live streaming viewers.
Keywords: Internet celebrity, Live streaming, Match-up hypothesis,
Social media, Wanghong
Introduction
With
increasing
popularity
of
social
media,
influencers
with
1

numerous followers have recently generated advertising effects and sales.
The emergence of celebrities who have achieved influence based on the
use
of
live
streaming
contents,
‘Wanghong’
in
China,
comes
at
a
time
when
consumers
search
for
ways
to
express
themselves
and
companies
require
creative
ways
to
endorse
brands.
These
internet
celebrities
are
content
creators
who
have
the
power
to
affect
others
on
social
media
platforms
(Li,
2018).
Based
on
the
notable
influence,
they
turn
online
traffic
into
sales
through
e-commerce
or
online
advertising.
The
most
successful
ones
who
have
monetized
their
huge
fan
bases
are
fashion
icons posting live streaming contents about style and fashion products.
Streaming
media
platform
opens
new
channel
for
celebrity
endorsement
providing
promotion
information
or
product
recommendations
and
shaping
followers’
interest.
Many
internet
celebrities attract a lot of followers with their own attractiveness as well
as
gain
credibility
with
original
quality
contents
based
on
opinion
and
analysis.
They
provide
values
for
their
followers
by
offering
useful
or
entertaining
live
contents.
Most
of
them
are
actual
consumers
who
are
willing to promote products they have experienced to potential consumers
among
their
followers
and
companies
want
to
incorporate
these
influencers into marketing strategies. As social media can provide more
effective environment for celebrity-fans interaction than traditional mass
media,
many
consumers
perceive
these
user-based
contents
as
more
2

trustworthy than traditional commercial strategies (Gong and Li, 2017).
However, content viewers assess the content and the influencers and
calculate their suitability for a specific product or brand image. A good
product-source match is in favor of the evaluations of the advertisement
that
is
endorsed
by
even
unfamiliar
celebrities
(McCormick,
2016).
On
the
contrary,
when
fans
recognize
the
mismatch
between
the
endorsed
product
and
the
endorser,
they
are
likely
to
consider
the
celebrity
as
a
marketer
who
pursues
commercial
motives.
If
the
internet
celebrity
is
perceived as a marketer instead of an opinion leader as another consumer,
followers might have negative attitude toward the celebrity.
Similarly, product placement studies (Shamdasani et al., 2001) attach
importance
to
the
ways
products
are
placed
in
a
media
or
the
ways
products
fit
in
the
context.
Placements
out
of
context
are
perceived
negatively and may result in low levels of trust in brand claims and even
in the media (Bhatnagar et al., 2004). The harmony of the match between
an
endorser
and
an
endorsed
product
can
influence
the
image
of
the
endorser. The fit between an endorsed product and the media content may
affect
the
attitude
toward
the
content.
As
limited
research
exists,
especially within the context of live streaming shopping, it is necessary to
investigate
the
synthetic
influences
of
fits
on
the
related
consumer
attitudes.
Previous
studies
on
celebrity
endorsements
indicate
that
3

attractiveness,
credibility,
and
the
celebrity-product
congruence
have
positive
impacts
on
consumer
attitude
toward
the
advertising,
brand,
product, as well as purchase intention (Gong and Li, 2017; Till and Busler,
2000). However, most studies were conducted within the traditional mass
media context and some other form of social media context such as blog
or social network service. There is very little research examining the live
streaming phenomenon or new types of celebrities. Moreover, few studies
offer synthetic frameworks to integrate the influences of matches related
to
celebrity,
content,
consumer
and
the
endorsed product.
To bridge the
research gaps, this study focuses on live streaming by internet celebrities
to
investigate
the
impacts
of
these
various
m
atches
on
the
audiences’
evaluation.
The present study offers further insights regarding the reverse effects
of
endorsements
on
the
endorsers
as
a
result
of
a
bad
match.
The
perceived
trustworthiness
and
attractiveness
of
a
celebrity
can
be
decreased when the celebrity
–
product fit is low (Yoo and Jin, 2015). Most
internet
celebrities
less
well-known
than
traditional
celebrities
could
be
more
vulnerable
to
this
kind
of
reverse
flow.
As
they
should
put
even
greater
emphasis
on
the
congruence,
it
is
necessary
to
investigate
the
reverse transfer
effect
in
the context of
live
streaming
endorsements by
internet celebrities.
Literature review and hypotheses
4

Source characteristics and endorsement effectiveness
Wanghong became popular by presenting attractiveness via Chinese
social
media.
They
provide
variety
of
contents
and
affect
consumption
trends
based
on
the
reliability
established
through
continuous
communication with fans. Personal characteristics or the self-presentation
of unique images to attract fans form their identities and followers decode
these symbolic meaning in the process of interactions (Li, 2018).
Many studies suggest that celebrity credibility has a great impact on
endorsement
effectiveness
related
to
product
or
advertising
attitudes,
as
well
as
purchase
intentions
(e.g. Gong
and
Li,
2017; Lafferty
and
Goldsmith, 1999). Source credibility refers to the positive characteristics
of an endorser leading to consumers' acceptance of the honesty of their
messages
(Ohanian,
1990)
containing
two
dimensions:
source
trustworthiness
and
expertise
(Erdogan,
1999).
This
study
focuses
on
source
trustworthiness
as
a
meta-analysis
affirms
that
source
trustworthiness is more powerful for attitude changes (Amos et al., 2008).
Source
trustworthiness
means
consumer's
perception
of
endorser's
honesty,
believability,
and
integrity
(Erdogan,
1999).
It
is
particularly
important when endorsed brands or products do not require an endorser's
expertise. Internet celebrities do not need to be perceived as experts and
continuous social media interactions provide information to evaluate the
level of source trustworthiness. Highly trustworthy celebrity can produce
5

effective attitude toward brand credibility and purchase intentions (Chung
and Cho, 2017).
Live streaming contents and consumer attitude
Prior
studies
on
the
success
of
many
emerging
online
interactive
media
assert
that
one
of
the
most
important values
for
audiences
is
the
content value. The more attractive content you present, the more attention
and
influence
you
achieve
(Li, 2018).
Internet
celebrities
usually
create
interesting
contents
for
entertainment
as
well
as
display
useful
information related to products or brands. Previous research suggests that
consumer decisions are influenced by both hedonic and utilitarian attitude
(V
oss et al., 2003). The motivations to make purchase in online shopping
also
include
both
utilitarian
and
hedonic
dimensions
(Childers
et
al.,
2001). In a similar vein, consumer attitude toward the media content can
be divided into utilitarian attitude and hedonic attitude. Utilitarian attitude
reflects how useful or beneficial the content is for the consumer, whereas
hedonic
attitude
refers
to
how
fun
or
enjoyable
the
content
is
or
experiential
emotions
that
the
consumer
associates
with
the
content.
Understanding
of
how
contents
presented
by
internet
celebrities
affect
cognitive
as
well
as
emotional
attitude
of
consumers
may
allow
more
effective content design.
Match between celebrity and product
Researchers
have
explored
the
importance
of
match
between
the
6

endorser and the product (e.g. Choi and Rifon, 2012; Yoo and Jin, 2015),
such as sports-related products endorsed by athletes (Kim and Na, 2007),
attractiveness- related products endorsed by physically attractive celebrity
(Kamins, 1990). Most of researches on match-up hypothesis predicted the
impact of endorser
–
product match on the various measures of advertising
effectiveness, such as product attitude, advertising attitude, and purchase
intention (Gong and Li, 2017).
Interestingly, the negative effects of endorsements on the celebrity as
a result of a bad match were also reported. The perceived trustworthiness
and
attractiveness
of
a
celebrity
was
decreased
when
the
celebrity
–
product
fit
was
low
(Yoo
and
Jin,
2015).
When
the
brand
is
strong but the celebrity is not, this reverse flow of personality from the
brand
to
the
celebrity
can
occur
(Roy
and
Moorthi,
2012).
As
most
of
internet
celebrities
are
less
well-known
than
traditional
celebrities,
they
should put even greater emphasis on the match. Thus, it is necessary to
investigate
this
underexplored
reverse
transfer
effect
in
the
context
of
product endorsements related to internet celebrities.

Discussion
This
study
provides
initial
evidence
about
specific
factors
that
can
affect consumer attitude toward the internet celebrities, the live content,
and
the
product
endorsed.
Consumer
attitude
toward
the
celebrities
or
7

their
contents
depends
on
the
various
fits
related
to
the
product.
This
study focused on the congruence between the celebrity and the product,
congruence
between
the
live
content
and
the
product,
and
congruence
between
the
self
and
the
product
to
understand
how
consumers
view
Wanghong
and
the
live
content
and
what
factors
drive
the
purchase
intention.
Our results confirm that, first, match between the celebrity and the
product improves source trustworthiness and attractiveness. The great fit
between
the
endorsed
product
and
the
endorser
was
an
antecedent
of
trustworthiness of Wanghong. The perceived trustworthiness was a vital
factor
in
predicting
the
willingness
to
buy
the
product.
This
result
is
consistent
with
the
studies
reporting
that
information
from
credible
sources is perceived as highly valid and is persuasive, thereby positively
affecting
beliefs,
opinions,
attitudes,
and
behaviors
through
a
process
called internalization (Craig and McCann, 1978; Wu and Shaffer, 1987).
However,
source
attractiveness
failed
to
influence
purchase
intention.
According to Levi et al. (2017), not all highly attractive endorses produce
favorable
advertising
outcomes
and
people
with
low
self-esteem
might
identify with the comparatively less attractive model in the ad. Due to the
possible
interactions
with
the
psychological
states
of
consumers
with
model attractiveness, future research on this issue is to explore the role of
other psychological factors of consumers regarding the practical value of
8

using attractive models as product endorsers.
Second,
match
between
the
live
content
and
the
product
led
to
positive
utilitarian
attitude
and
hedonic
attitude
toward
the
content
of
Wanghong.
The
hedonic
attitude
plays
a
significant
role
in
enhancing
purchase
intention
partly
because
the
contents
of
Wanghong
focus
on
providing enjoyment. Moreover, this study is on shopping behavior and
fashion
products,
which
is
related
to
hedonic
characteristics.
As
the
relative importance of utilitarian and hedonic attitudes has the potential to
change
depending
on
the
environment,
the
results
could
be
different
according
to
the
specific
characteristics
of
Wanghong,
content,
or
consumers. Finally, self- product congruence is positively associated with
purchase
intention.
The
result
is
in
line
with
the
literature
where
self-image influences consumer behavior (Lee et al., 2012).
Theoretical contribution and managerial implication
Academia and marketing managers can benefit from the information
obtained
from
the
research.
Most
research
on
celebrity
endorser
effectiveness
has
focused
on
source
attributes
or
a
match
between
a
product and the endorser (Choi and Rifon, 2012). Although most studies
examined
endorser-to-product
or
context-to-product
transfer
effect
instead of product-to-endorser or product-to- context effect (e.g., Till and
Busler, 2000), the fits can also affect the attitude toward the endorser or
the content. A celebrity's perceived trustworthiness and attractiveness can
9

be decreased due to celebrity- product incongruence. This reverse transfer
effect is an intriguing yet underexplored phenomenon (Yoo and Jin, 2015).
With the need of a considerable understanding of the success factors of
internet celebrity marketing and the reasoning behind consumer behavior,
this
study
investigates
how
such
match-up
effects
and
reverse
transfer
might
occur
in
terms
of
Wanghong
endorsements,
especially
within
the
internet live streaming shopping context.
The
findings
provide
several
insights
for
marketers.
Marketers
can
make decisions of how to use celebrities in their product promotions and
develop
strategies
on
what
celebrity
types
are
highly
effective
or
what
product types can be successfully advertised by the celebrities. The match
between an endorser and a product improves advertising effectiveness by
heightening
the
perceptions
of
the
endorser's
trustworthiness.
The
fact
that
some
combinations
of
products
and
celebrities
are
good
is
also
important
for
celebrities
to
choose
the
right
product
that
can
represent
themselves
in
the
right
way
to
maintain
trust
among
consumers.
The
important factor that the endorser should consider is trustworthiness when
they try to attract consumers to use the product
they recommend. When
the image or the personality of Wanghong is congruent with the product,
source trustworthiness can be enhanced.
The
congruence
between
the
product
and
the
live
content
helps
create
a
favorable
attitude
toward
the
live
content,
and
these
positive
10