| Summary: | 碩士 === 南華大學 === 企業管理系管理科學碩博士班 === 97 === Discussing the advertising endorser influence on consumer behavior intention is the main topic in Marketing. The advertising endorser is also a common strategy used by a company. Advertising endorsers play a key role on information transmission between manufacturers and consumers. Its purpose is to draw consumers’ attention and interest in order to achieve the object of communication with consumers. The study employ the questionnaire survey, totally delivers 400 questionnaires, excluding invalid questionnaires 91, totally 309 copies were collected. the effective response rate was 77.25%, and the results are as follows：
（1）endorsers image has a significant influence on attitude.（2）subject norm has a significant influence on attitude.（3）attitude has a significant influence on behavioral intention.（4）subject norm has a insignificant influence on behavioral intention.（5）perceived behavioral control has a significant influence on behavioral intention.（6）behavioral intention has a significant influence on purchase intention.（7）perceived behavioral control has a insignificant influence on purchase intention.（8）attitude mediate the relationship between endorsers image and behavioral intention.（9）attitude intention mediate the relationship between subject norm and behavioral intention.（10）behavioral intention mediate the relationship between subject norm and purchase intention.（11）behavioral intention mediate the relationship between perceived behavioral control and purchase intention.
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