Modelling the Impacts of Spokespersons Attachment in Cosmetics Context
Tsai-Fa (TF) Yen *
School of Management and Research Center for Big Data Marketing, Qingdao City University, Shandong Province, China.
Qianyi Liao
Department of Marketing, Research Center for the Integration and Development of Teaching and Research to Innovative Humanity, Research Center for Cooperation and Innovation of Brand Culture and Trade Service, Guangzhou College of Technology and Business, Guangdong Province, China.
*Author to whom correspondence should be addressed.
Abstract
With the gradual improvement of the national living standard and the increase of daily makeup people, the market size of Chinese cosmetics industry has been growing. However, cosmetics industry has faced the problems of insufficient consumer attachment through live streaming, which makes the marketing effect not clear in the process of brand marketing. The purpose of this study is to verify the antecedents and results of consumers' perception of spokesperson attachment, analyze the factors influencing spokesperson attachment, and the influence of spokesperson attachment on word of mouth, and put forward suggestions. Data was collected by questionnaire and 372 valid sample were received. Findings found that the perceived non-economic value, perceived economic value, reference group and other factors have a positive correlation with the attachment of the spokesperson, and variety seeking has a negative impact on the attachment of the spokesperson. Lastly, such suggestion of improving the exclusive preferential price intensity of the enterprise broadcasting room was drawn to managers.
Keywords: Spokespersons, attachment, cosmetics industry, reference groups, variety seeking