The Impact of Celebrity Spokespersons’ Credibility on High School Students’ Intention to Purchase: Emotional Value as a Mediator and Social Desirability as a Moderator.
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 invo...
| Main Authors: | , |
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2015
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| Online Access: | http://ndltd.ncl.edu.tw/handle/kv54fs |