A study on the influence of gender and credibility of athlete endorser on advertising effects and purchase intention.

• Main Authors: Yu-Jung Hsu, 徐玉榮
• Other Authors: Chen-Yueh Chen
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/52865499378773076298

碩士 === 國立中正大學 === 運動與休閒教育所 === 98 === The main purpose of this study were to explore differences in athlete endorser credibility, advertising effectiveness and purchase intention based on gender; to investigate the relationships among athlete endorser credibility, advertising effect and purchase intention, and finally to examine the moderating effect of gender on the aforementioned relationships. Convenient sampling was used for data collection with 259 valid questionnaires collected. Independent t test and Structural Equation Modelling were employed for data analysis. The results of this study revealed that no significant differences were found in athlete endorser credibility, advertising effectiveness and purchase intention based on gender. Additionally, athlete endorser credibility positively explained advertising attitude and brand attitude; brand attitude positively explained purchase intention; while advertising attitude was not significant in explaining purchase intention. Finally, no moderating effect of gender was found in the current study.