Heliyon (May 2024)
The study of female college students' consumer psychology mechanism toward male celebrity endorsed products: Tempted or coerced?
Abstract
The trend of male celebrities endorsing female products is increasing. However, research is lacking on whether this influence is due to the positive emotions generated by the male celebrity's attractiveness or the peer pressure due to mass purchases by the celebrity's fans, and how these effects differ across products with different attributes. This study aims to fill the gap in the existing literature by investigating the influence of male endorsers on female consumers purchase intention, and to deepen the understanding of the mechanisms by which attractiveness and conformity jointly influence purchase decisions. This study used a mixed-design text experiment to investigate the impact of male endorsers' attractiveness and conformity on female college students' positive product attitude and purchase intention for gender-neutral product, female skincare product, and female intimate product, based on the Theory of Planned Behaviour (TPB). The data collected from 456 female college students were analyzed using bootstrap analysis. The study found that both male endorsers' attractiveness and conformity can enhance female college students' positive product attitude and promote their purchase intention for gender-neutral product. However, for female skincare product, male endorsers' attractiveness affects their positive product attitude and purchase intention. Nevertheless, when conformity was present, attractiveness no longer had an effect. Furthermore, for individuals with high levels of loneliness, attractiveness had a detrimental effect on their positive product attitude. On the other hand, conformity had a positive effect by promoting positive product attitude and increasing purchase intention. For female's intimate product, attractiveness did not affect positive product attitude and purchase intention, but the positive effect of conformity remained significant, and both relationships were not moderated by loneliness. It enhances our comprehension of the intricate dynamics underlying the influence of male celebrity endorsements on consumer purchasing decisions, and also offers theoretical justification for the selection of male endorsers for diverse female product.
