A Study on the Influence of Celebrity Endorsement of Fast Food on Consumers’ Purchasing Behavior Based on Planned Behavior Theory

Abstract

Celebrity endorsement is a common phenomenon in fast food consumption, but how celebrity endorsement will affect consumers' purchase behavior is a problem that needs to be discussed. Based on the theory of planned behavior, through the quantitative research method in the form of questionnaire, this paper actively discusses the influencing factors and formation mechanism of celebrity endorsement food on consumers' purchase intention. This paper mainly studies three aspects: Firstly, how consumers' attitude towards celebrities affects their purchase behavior; Secondly, how the social subjective norms of fast food affect the purchase of food endorsed by celebrities; Thirdly, how consumers' perception of control behavior affects consumers' purchase behavior. This paper takes consumers' attitude towards celebrities, social subjective norms and consumers' perception of control behavior as independent variables, and purchase behavior and brand attitude as dependent variables. This paper finds that there is a positive relationship between the likability of celebrity in the endorsement and the positive attitude of fast food category and the positive attitude of certain fast food brand, and the purchase intention of fast food. Consumers' behavioral attitudes and subjective norms about celebrity endorsement of food purchase have a significant positive correlation. Consumers' love for stars will affect their confidence and ability in food and brands. This paper will be beneficial to further enrich the research on consumer behavior, and provide reference for celebrity endorsement in the fast food industry.