The effect of celebrity's physical attractiveness on the buy intention among young consumers

سال انتشار: 1400
محل انتشار: کنفرانس ملی دستاوردهای نوین در پژوهش های مدیریت، اقتصاد و حسابداری
کد COI اختصاصی: NAMEAR01_096
زبان مقاله: انگلیسی
تعداد مشاهده: 349

نویسندگان

Department of Business Administration, Malayer University

چکیده

Consumer behavior and factors affecting their buying behavior is one of the important issues in marketing andsales that many factors affect this process. Using celebrities as endorsers and their presence in advertisements isone of the effective factors in attracting customers. The present study investigated the effect of the apparentattractiveness of celebrities on the intention among young consumers. The answers of ۴۱۰ Iranian young people,between ۱۷ to ۳۰ years, were collected and examined through the distribution of questionnaires on socialnetworks. The Chi-Square test was used to examine the independence of the variables and the correlationcoefficient was used to determine the type and direction of the relationship between the components. The resultsshow that any physical attractiveness of celebrities is not significantly different in terms of gender betweenmales and females and also showed that the physical attractiveness of celebrities has a positive and significanteffect on the intention of young consumers to buy. The relationship between the questions and the type ofcelebrity impact on youth has also been investigated.

کلیدواژه ها

Buy intention, Celebrity endorsement, Customer behavior, Physical attractiveness, Youths

اطلاعات بیشتر در مورد COI

COI مخفف عبارت CIVILICA Object Identifier به معنی شناسه سیویلیکا برای اسناد است. COI کدی است که مطابق محل انتشار، به مقالات کنفرانسها و ژورنالهای داخل کشور به هنگام نمایه سازی بر روی پایگاه استنادی سیویلیکا اختصاص می یابد.

کد COI به مفهوم کد ملی اسناد نمایه شده در سیویلیکا است و کدی یکتا و ثابت است و به همین دلیل همواره قابلیت استناد و پیگیری دارد.