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明星代言对体育品牌消费者购买决策的影响——以PUMA 品牌为例

The Impact of Celebrity Endorsement on Consumers’ Purchase Decisions for Sports Brands: A Case Study of PUMA

Psychology of China / 2025,7(2)：147-158 / 2025-02-27 113 63

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• Authors: 易景源     
• Information:

  广西师范大学，桂林

• Keywords: 明星代言；体育品牌；消费者决策；匹配度；粉丝效应
• Celebrity endorsement; Sports brands; Consumer decision-making; Brand congruence; Fan effect
• Abstract: 当今体育产品市场中，明星代言体育品牌成了市场大趋势，消费者对体育品牌的购买决策受代言人影响愈发显著。本文以Puma品牌为例，探究明星代言如何影响体育品牌消费者的购买决策。研究结果如下：（1）明星代言人与Puma品牌的匹配度与消费者购买意愿呈正相关；（2）明星代言产生的粉丝效应会使粉丝群体与非粉丝群体在对该体育品牌的购买意愿上出现显著差异，明星代言人的粉丝更有可能出现非理性消费行为；（3）不论消费者是否为明星代言人的粉丝，品牌形象、宣传媒介、代言人的负面事件等客观因素更能影响消费者的消费动机，说明被调查群体整体仍然以理性消费为主。本文针对以上结果提出两点建议：一是正确利用明星代言人的价值，塑造良好的品牌形象；二是充分发挥明星代言的积极作用，树立理性的体育消费观念。本文相关研究结果可为国内体育品牌的发展提供参考借鉴。
• In the contemporary sports product market, celebrity endorsements have emerged as a dominant marketing strategy, exerting a significant influence on consumers’ purchasing decisions. This study examines the impact of celebrity endorsements on consumer decision-making regarding sports brands, using Puma as a case study. The findings reveal that: (1) the congruence between celebrity endorsers and the Puma brand is positively correlated with consumer purchase intention; (2) the fan effect induced by celebrity endorsements leads to significant differences in purchase intention between fan and non-fan groups, with fans demonstrating a higher propensity for irrational consumption behavior; (3) irrespective of fan status, objective factors such as brand image, advertising media, and negative publicity surrounding endorsers play a more decisive role in shaping consumer motivation, indicating a predominant tendency toward rational consumption among the surveyed population. Based on these results, this study proposes two key recommendations: optimizing the strategic utilization of celebrity endorsements to enhance brand perception and maximizing the positive impact of celebrity endorsements while fostering rational sports consumption behavior. These findings offer valuable insights for the marketing strategies of domestic sports brands.
• DOI: https://doi.org/10.35534/pc.0702025
• Cite: 易景源．明星代言对体育品牌消费者购买决策的影响——以PUMA品牌为例［J］．中国心理学前沿，2025，7（2）：147-158．