The Effect of Endorser Types on Perceived Risk, Brand Attitude and Purchase Intention
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 advert...
Main Authors: | , |
---|---|
Other Authors: | |
Format: | Others |
Language: | zh-TW |
Published: |
2007
|
Online Access: | http://ndltd.ncl.edu.tw/handle/06409006014357657701 |
id |
ndltd-TW-095FCU05323012 |
---|---|
record_format |
oai_dc |
spelling |
ndltd-TW-095FCU053230122015-10-13T11:31:40Z http://ndltd.ncl.edu.tw/handle/06409006014357657701 The Effect of Endorser Types on Perceived Risk, Brand Attitude and Purchase Intention 代言人類型對認知風險、品牌態度、購買意願之影響 Chih-Ming Tsai 蔡志明 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. Yuan-Shuh Lii 李元恕 2007 學位論文 ; thesis 138 zh-TW |
collection |
NDLTD |
language |
zh-TW |
format |
Others
|
sources |
NDLTD |
description |
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.
|
author2 |
Yuan-Shuh Lii |
author_facet |
Yuan-Shuh Lii Chih-Ming Tsai 蔡志明 |
author |
Chih-Ming Tsai 蔡志明 |
spellingShingle |
Chih-Ming Tsai 蔡志明 The Effect of Endorser Types on Perceived Risk, Brand Attitude and Purchase Intention |
author_sort |
Chih-Ming Tsai |
title |
The Effect of Endorser Types on Perceived Risk, Brand Attitude and Purchase Intention |
title_short |
The Effect of Endorser Types on Perceived Risk, Brand Attitude and Purchase Intention |
title_full |
The Effect of Endorser Types on Perceived Risk, Brand Attitude and Purchase Intention |
title_fullStr |
The Effect of Endorser Types on Perceived Risk, Brand Attitude and Purchase Intention |
title_full_unstemmed |
The Effect of Endorser Types on Perceived Risk, Brand Attitude and Purchase Intention |
title_sort |
effect of endorser types on perceived risk, brand attitude and purchase intention |
publishDate |
2007 |
url |
http://ndltd.ncl.edu.tw/handle/06409006014357657701 |
work_keys_str_mv |
AT chihmingtsai theeffectofendorsertypesonperceivedriskbrandattitudeandpurchaseintention AT càizhìmíng theeffectofendorsertypesonperceivedriskbrandattitudeandpurchaseintention AT chihmingtsai dàiyánrénlèixíngduìrènzhīfēngxiǎnpǐnpáitàidùgòumǎiyìyuànzhīyǐngxiǎng AT càizhìmíng dàiyánrénlèixíngduìrènzhīfēngxiǎnpǐnpáitàidùgòumǎiyìyuànzhīyǐngxiǎng AT chihmingtsai effectofendorsertypesonperceivedriskbrandattitudeandpurchaseintention AT càizhìmíng effectofendorsertypesonperceivedriskbrandattitudeandpurchaseintention |
_version_ |
1716845263846375424 |