| Summary: | 碩士 === 東海大學 === 國際經營與貿易學系 === 103 === International trade has become the core of the world economy. With the development of international trade, multinational corporations have increased much more. When a multinational company trying to enter unfamiliar markets, using endorser in advertising has already been a common propaganda. Good advertising and proper use of endorsers on products can raise the public's attention and produce memory point, what’s more, it can promote the consumer purchase intention. Therefore, using such advertising strategy is still growing.
In order to explore how different types of endorsers, cultural congruence between product and endorser, Involvement, and persuasion knowledge affect consumers’ advertising attitude and purchase intention , this study examines consumers’ reactions to the different types of endorser and cultural congruence images in advertising, which are characterized by a mix of global and local elements in advertisements. Drawing on the involvement and persuasion knowledge perspectives to analyze how it affect the consumers’ advertising attitude and purchase intention. As well as how involvement and persuasion knowledge adjust the endorser type and cultural congruence between product and endorser to consumers’ advertising attitude and purchase intention. This research is trying to contribute a better understanding of the interplay between endorser and cultural congruence in a globalized marketplace.
In this study, we used a 2(endorser type: professional expert or typical consumer) × 2(cultural congruence between products and endorsers: congruence or incongruence) between-subjects experimental design, to discuss the effect of outside clues on consumers’ advertising attitude and purchase intention.
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