Study of the Influence Mechanism of Sports Brand Celebrity Endorsement Effect on Sichuan Fans' Purchase Intention

Abstract

This study investigates the effects of sports celebrity endorsement on purchase intention. More specifically, this study seeks to (1) identify the extent to which the sports celebrity’s credibility influences consumer purchase intention; (2) the extent to which gender moderates the effect of sports celebrity endorsement on purchase intention; and (3) to what extent consumer sports-involvement moderates the effect of a sports celebrity endorsement on purchase intention. The three research objectives are; to explore the influence of celebrity endorsement effect on Sichuan fans' purchase intention, perceived value, trust, brand image, and the status of the adjustment mechanism, and to study the influencing factors of celebrity endorsement of sports brands on the purchase intention, and to propose Sichuan fan groups on the purchase intention of sports brands under the influence of celebrity endorsement variables.