A Study on the Influence of Celebrity Endorsement of Fast Food on Consumers’ Purchasing Behavior Based on Planned Behavior Theory

DOI

10.2991/assehr.k.220504.115How to use a DOI?

Keywords

Celebrity endorsement; Planned behavior theory; Fast food

Abstract

Celebrity endorsement is a common phenomenon in fast food consumption, but how celebrity endorsement will affect consumers’ purchase behavior is a problem that needs to be discussed. Based on the theory of planned behavior, through the quantitative research method in the form of questionnaire, this paper actively discusses the influencing factors and formation mechanism of celebrity endorsement food on consumers’ purchase intention. This paper mainly studies three aspects: Firstly, how consumers’ attitude towards celebrities affects their purchase behavior; Secondly, how the social subjective norms of fast food affect the purchase of food endorsed by celebrities; Thirdly, how consumers’ perception of control behavior affects consumers’ purchase behavior. This paper takes consumers’ attitude towards celebrities, social subjective norms and consumers’ perception of control behavior as independent variables, and purchase behavior and brand attitude as dependent variables. This paper finds that there is a positive relationship between the likability of celebrity in the endorsement and the positive attitude of fast food category and the positive attitude of certain fast food brand, and the purchase intention of fast food. Consumers’ behavioral attitudes and subjective norms about celebrity endorsement of food purchase have a significant positive correlation. Consumers’ love for stars will affect their confidence and ability in food and brands. This paper will be beneficial to further enrich the research on consumer behavior, and provide reference for celebrity endorsement in the fast food industry.

Copyright

© 2022 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Xintong Fan
AU  - Siqi Wu
AU  - Qingyuan Yang
PY  - 2022
DA  - 2022/06/01
TI  - A Study on the Influence of Celebrity Endorsement of Fast Food on Consumers’ Purchasing Behavior Based on Planned Behavior Theory
BT  - Proceedings of the 2022 8th International Conference on Humanities and Social Science Research (ICHSSR 2022)
PB  - Atlantis Press
SP  - 627
EP  - 632
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220504.115
DO  - 10.2991/assehr.k.220504.115
ID  - Fan2022
ER  -