| Summary: | 碩士 === 大葉大學 === 管理學院碩士在職專班 === 102 === The purpose of the study was to investigate the effect of celebrity endorsement, brand image and advertising effectiveness to the purchase intension on female consumers. The target audience was over 15 ages ever went to skechers agency the feminine, with a sample size of 470 female consumers at the skechers stores. The data was collected and a statistical analysis was performed by SPSS 21.0 and AMOS 7.0. The data was analyzed through descriptive statistics, t-test, one-way ANOVA, Pearson’s correlation coefficients and structural equation modeling. The results were derived as following. 1. The sample of female consumers were mainly between 30 to 39 years old, withaverage educational level being “bachelor degree”, and the average income was 40,001 to 50,000. Walking was the favorite exercise and the frequency of participating was“ once a week”. 2. Different “education level” had significant difference on spokesperson credibility, ”profession” and “exercise frequency” have significant difference on brand image; “education level” had significant difference on purchase intention. 3. Of all the dimensions of spokesperson credibility, including exposure,visibility, and attraction has significant correlation on purchase intention. Of all the dimension of brand image, “Functional image” had significant correlation on purchase intention. Advertising effectiveness and willingness to buy highly correlated.
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