Cheng Guo, Li Wenjie, He Mingli, Liao Luyuan
Faculty of Economics and Business Administration, Yibin University, Yibin, China.
School of Business, Sun Yat-sen University, Guangzhou, China.
Front Psychol. 2024 May 20;15:1371343. doi: 10.3389/fpsyg.2024.1371343. eCollection 2024.
Official endorsement, distinct from celebrity, expertise, and peer endorsement, introduces a new paradigm where local government officials use online platforms, particularly live streaming, to promote local products and brands.
This study examines the influence of official endorsement on consumer responses using the source credibility and source attractiveness models. We developed a framework that considers official credibility and attractiveness attributes as antecedents, and consumer perceived security and enjoyment as mediators, affecting purchase intention and local brand awareness. The study also incorporates variables such as consumer region and power distance belief.
Data from 594 responses obtained through an online survey were analyzed using structural equation modeling. The results indicate that official credibility attributes (expertise, trustworthiness, government credibility) enhances consumer perceived security, while official attractiveness attributes (physical attractiveness, interaction friendliness, and similarity with consumers) increases consumer enjoyment. Both perceived security and enjoyment positively influence purchase intention and local brand awareness. These relationships are partially moderated by consumer region and power distance belief.
This research pioneers the study of official endorsements, expanding the endorsement literature. It also provides practical insights for marketing professionals and government officials on leveraging official endorsements to enhance the value of local products and brands..
官方代言不同于名人代言、专家代言和同行代言，它引入了一种新的模式，即地方政府官员利用网络平台，特别是直播，来推广当地产品和品牌。
本研究运用来源可信度和来源吸引力模型，考察官方代言对消费者反应的影响。我们构建了一个框架，将官方可信度和吸引力属性视为前因，将消费者感知的安全性和愉悦感视为中介变量，这些中介变量会影响购买意愿和地方品牌知名度。该研究还纳入了消费者所在地区和权力距离信念等变量。
通过在线调查获得的594份回复数据，运用结构方程模型进行了分析。结果表明，官方可信度属性（专业知识、可信度、政府公信力）增强了消费者的感知安全性，而官方吸引力属性（外貌吸引力、互动友好性以及与消费者的相似性）则提升了消费者的愉悦感。感知安全性和愉悦感均对购买意愿和地方品牌知名度产生积极影响。这些关系部分受到消费者所在地区和权力距离信念的调节。
本研究开创了官方代言研究的先河，拓展了代言领域的文献。它还为营销专业人士和政府官员提供了实用见解，有助于他们利用官方代言提升当地产品和品牌的价值。
