明星代言对香飘飘奶茶的消费者购买行为影响

The Influence of Celebrity Endorsement on The ConsumerPurchasing Behavior of Xiangpiaopiao Milk TeaAbstractWith the development of China's market economy,the supply of commodities is much richer thanbefore,and the influencing factors of consumers'choice of products are more and more complicated.Especially in the field of FMCG,the consumption driving effect of stars cannot be underestimated.Inorder to narrow the distance with consumers,enterprises have to find popular stars to endorse theirproducts,promote product sales and increase brand exposure.This article through to the definition ofconsumer buying behavior,star endorsement of the psychological impact of the consumer buys aproduct,to analyze or milk tea brand,and by college students in guangdong province not sampleinvestigation research object,from consumer attitudes,consumer gender,star endorsement of thepurchase choice for consumers,consumers'brand preference,the influence of celebrity influence onconsumers'purchase way,star personality influence on consumption,the influence of the star negativebehavior such as investigation and research,analysis of the brand in the star's influence on consumerpurchase behavior caused by the outstanding problems,This paper puts forward the countermeasures topromote the brand development by rational use of star endorsement,and provides references forenterprises to reasonably select star endorsement,consumers to rationally consume,and stars toreasonably select products to endorse.Key words:star endorsement:consumer:Purchase behavior measures