The Types of Celebrity Endorsements Impact on Purchase Behavior: a Case of Online Games

碩士 === 明新科技大學 === 資訊管理系碩士班 === 103 === This study aims to explore different types of celebrity endorsements between the type of likeability to gain attractiveness and purchase behavior intentions from online game players’ perception. This is a pilot study via experimental method, based on a theoreti...

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Bibliographic Details
Main Authors: Hong, Ying-Li, 洪映麗
Other Authors: Ger, Tyng-Bin
Format: Others
Language:zh-TW
Published: 2015
Online Access:http://ndltd.ncl.edu.tw/handle/83r57p