The Effect Of Celebrity Endorsers’ Physical Attractiveness And Expertise On The Consumers’ Purchase Intention In International Tourist Hotels-Consumers’ Vanity As The Moderator

• Main Authors: Chiu, Weihao, 邱葦豪
• Other Authors: Janet Chang
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/85147438829244112088

碩士 === 中國文化大學 === 觀光事業學系 === 100 === A successful celebrity endorser can reinforce advertising effectiveness and purchase intention. Nevertheless, there is no thorough study of considering celebrity endorsers as well as celebrity advertising effect of purchase intention in international tourist hotels. Thus, this study aimed to investigate the relationship of celebrity endorser’s physical attractiveness, expertise, consumer’s vanity, and purchase intention in international tourist hotels. This research adopted a 2×2 between-subjects factorial design. Overall, 700 questionnaires were distributed and 633 samples were collected with 90% usable rate. The results reveal that celebrity endorsers’ physical attractiveness has positive effect on consumers’ purchase intention; celebrity endorsers’ expertise has positive effect on consumers’ purchase intention; consumers’ achievement view of vanity has positive moderate effect between celebrity endorsers’ physical attractiveness and consumers’ purchase intention; and consumers’ physical view of vanity has positive moderate effect between celebrity endorsers’ expertise and consumers’ purchase intention in international tourist hotels.