| Summary: | 碩士 === 逢甲大學 === 國際貿易所 === 95 === The consumer market is very competitive today. Products will be difficult to difference between the same industry. In order to keep competitive advantage, firms must attract consumers’ attention on their product. The best way to attract consumers’ attention is advertisement. Celebrity endorse or expert endorse have became a new trend in advertising. Many advertisers spent million dollars to invite celebrity or expert to endorse their products. Celebrity endorse or expert endorse can achieve their expectant effect only when the endorser and product could match-up. In order to examine the relationship between endorser types, five perceived risk (functional, financial, physical, psychological and social), brand attitude and purchase intention, this study used three types of endorser (celebrity, expert and typical consumer) and three product categories (utilitarian product, symbolic product and hybrid product) to design nine different questionnaires. This study also add product categories and brand image as moderating variables to examine these relationship.
The major conclusions are:
1.The effect of endorser types on five perceived risk have significantly difference.
2.Product categories will moderate the effect of endorser types on financial risk, psychological risk and social risk. Brand image will moderate the effect of endorser types on functional risk and psychological risk and social risk.
3.Functional risk, psychological risk and social risk will influence brand attitude negatively, however brand attitude will influence purchase intention positively.
4. Utilitarian products and hybrid products are adaptable endorsed by expert, however symbolic products are adaptable endorsed by celebrity.
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