| Summary: | 碩士 === 大葉大學 === 管理學院碩士在職專班 === 103 === Relationship between Credibility of the Endorsers and Sensitivity of the Price
- Moderate Effects of Positive Attitude of Love
An endorser is one of the common marketing strategies all the time. Consumers expect to get reliable products on effective recommendation, and price is also one of the major factors which affect the consumers to consume and concern the products. Enterprises hope to make good use of endorsers’ credibility to make consumers accept the products and the prices.
This research aims to analyze the relationship between credibility of the endorsers and price sensitivity, and to test and verify the interference effects of positive attitude of love.First of all, this research brings up a research hypothesis according to the reference documents, and then takes consumers as the objects of study by using the questionnaire survey procedure. The valid questionnaire return rate is 92. 2%. Lastly, this research uses the regression analysis to study the relationship between the variables.
The main findings of this study are as follows:
1. The credibility of the endorsers is significantly positive correlated with the price sensitivity. Reliability, expertise, and attractiveness are significantly positive correlated with the price sensitivity. It shows that the higher credibility of the endorsers, the higher price sensitivity of the consumers; the higher reliability, expertise and attractiveness, the higher price sensitivity of the consumers.
2. The positive attitude of love has no impact between the credibility of the endorsers and the price sensitivity.
In conclusion, the researcher provided some related suggestions according to the findings of this research.
Keywords: endorsers, price sensitivity, positive attitude of love
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