ABSTRACT

This work identifies the differences in the relevance of online endorsers’ physical attractiveness and expertise depending on whether an endorsed product is related to attractiveness. It provides a new perspective regarding the source-credibility model and explores unprecedented relationships. To date, many studies investigating online endorsers have focused on attractiveness-related products, but online endorsers are also employed for attractiveness-unrelated products. Practitioners therefore need to know which requirements are relevant to attractiveness-unrelated products. However, no existing study has compared online endorsers of attractiveness-related or attractiveness-unrelated products. Our investigation is based on an empirical experiment including 576 participants, analyzed with structural equation modeling. The subsamples are compared by multigroup analysis, resulting in counterintuitive results. Both online endorsers and practitioners can greatly benefit from our findings. Our findings indicate that attractiveness is a relevant requirement for both types of products, although attractiveness has a stronger impact on brand-related variables of attractiveness-related products. Male attractiveness is also more relevant than female attractiveness regarding attractiveness-related products. Concerning expertise, we find no differences between the two types of products.

摘要

这项工作确定了在线代言人的身体吸引力和专业知识的相关性差异，具体取决于代言产品是否与吸引力相关。它提供了关于来源可信度模型的新视角，并探索了前所未有的关系。迄今为止，许多调查在线代言人的研究都集中在与吸引力相关的产品上，但在线代言人也被用于与吸引力无关的产品。因此，从业者需要知道哪些要求与吸引力无关的产品相关。然而，没有现有的研究比较吸引力相关产品或吸引力无关产品的在线代言人。我们的调查基于一项包括 576 名参与者的实证实验，并通过结构方程模型进行分析。子样本通过多组分析进行比较，导致违反直觉的结果。在线代言人和从业者都可以从我们的发现中受益匪浅。我们的研究结果表明，吸引力是两种产品的相关要求，尽管吸引力对吸引力相关产品的品牌相关变量的影响更大。在与吸引力相关的产品方面，男性吸引力也比女性吸引力更重要。关于专业知识，我们发现这两种产品之间没有区别。尽管吸引力对吸引力相关产品的品牌相关变量的影响更大。在与吸引力相关的产品方面，男性吸引力也比女性吸引力更重要。关于专业知识，我们发现这两种产品之间没有区别。尽管吸引力对吸引力相关产品的品牌相关变量的影响更大。在与吸引力相关的产品方面，男性吸引力也比女性吸引力更重要。关于专业知识，我们发现这两种产品之间没有区别。