The Impact of Celebrity Spokespersons’ Credibility on High School Students’ Intention to Purchase: Emotional Value as a Mediator and Social Desirability as a Moderator.

• Main Authors: Bi-Yun Juan, 阮碧雲
• Other Authors: Chih-Hsiung Wei
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/kv54fs

碩士 === 大葉大學 === 國際企業管理學系碩士班 === 103 === The study is developed and based on the S-O-R Model. The purpose of this study is to explore the relationship between spokespersons’ credibility and purchase intention with emotional value as a mediator and social desirability as a moderator.This research involved a questionnaire survey, and high school students participated in the study. Finally, there are 573 valid questionnaires. The quantitative analysis of the questionnaires was conducted through descriptive statistics, factor analysis, Pearson correlation, the difference analysis, and regression analysis in order to explore the relationships between the various variables. The results showed a significantly positive influence of spokespersons’ credibility on purchase intention with a partial mediation of emotional value, while social desirability didn’t have a moderating effect. Finally, further investigations and research in this area or related topics are encouraged in order to complement this study.