A Study on the Influence of Celebrity Endorsement of Fast Food on Consumers’ Purchasing Behavior Based on Planned Behavior Theory
- 10.2991/assehr.k.220504.115How to use a DOI?
- Celebrity endorsement; Planned behavior theory; Fast food
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.
- © 2022 The Authors. Published by Atlantis Press SARL.
- Open Access
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Cite this article
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 -