Advances in Economics, Management and Political Sciences

- The Open Access Proceedings Series for Conferences


Advances in Economics, Management and Political Sciences

Series Vol. 2 , 22 March 2023


Open Access | Article

Research on the Influence of Inconsistency Between Anchor Image and Product Image on Consumers' Purchase Intention

Xu Yue * 1
1 Zhejiang University of Finance and Economics

* Author to whom correspondence should be addressed.

Advances in Economics, Management and Political Sciences, Vol. 2, 1-6
Published 22 March 2023. © 22 March 2023 The Author(s). Published by EWA Publishing
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Citation Xu Yue. Research on the Influence of Inconsistency Between Anchor Image and Product Image on Consumers' Purchase Intention. AEMPS (2023) Vol. 2: 1-6. DOI: 10.54254/2754-1169/2/2022011.

Abstract

In recent years, the live broadcast industry has been booming, but some anchors have realized that their images are not consistent with the images of recommended products, which will affect consumers' purchasing intentions. This paper takes consumer perception as the theoretical basis to construct a hypothesis model and takes situational experiment as the research method. Finally, the conclusion is drawn that the inconsistency between anchor image and product image will have a negative effect on consumers' purchase intention, and consumers' perception of anchor professionalism and perceived product reliability play a mediating role between the two. The text puts forward a new explanation mechanism in theory, and has some enlightening effect on the selection of anchor team in practice.

Keywords

network marketing, Customer Perceived Value, consumers' purchase intention, image of anchor

References

1. Zeithaml, V.A., (1988) Consumer Perceptions of Price,Quality and Value: a Means - end Model and Synthesis of Evidence[J]. Journal of Marketing,52(3):2 -22.

2. Liujuanjuan.Research on the Relationship between Customer Perceived Value and Loyalty in Network Economy[D].University of Electronic Science and Technology of China,2011.

3. HARRIS, L. C,GOODE, M. M. H., (2010) Online services capes,trust,and purchase intentions[J]. Journal of Services Marketing,24(3): 230-243.

4. Kamins,Michael A., (1990) An Investigation into the "Match-up Hypothesis" in Celebrity Advertising: When May be Only Skin Deep[J]. Journal of Advertising, 19(1):5.

5. Zhangshuting., (2000) Star advertising image business card[J]. International advertising,2:27.

6. Pengwenxin, (2009). Study on the suitability of domestic clothing brands and spokespersons[D].Dong hua university.

7. Friedman, H., Friedman, L., (1979) Endorser Effectiveness by Product Type. Journal of Advertising Research, 19(7): 63-69.

8. Kamins, M. A., Gupta, K., (1994) Congruence between Spokesperson and Product Type: A Match-up Hypothesis Perspective. Psychology and Marketing, 11(6): 569-586.

Data Availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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Volume Title
ISBN (Print)
ISBN (Online)
Published Date
22 March 2023
Series
Advances in Economics, Management and Political Sciences
ISSN (Print)
2754-1169
ISSN (Online)
2754-1177
DOI
10.54254/2754-1169/2/2022011
Copyright
22 March 2023
Open Access
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

Copyright © 2023 EWA Publishing. Unless Otherwise Stated