| Summary: | 碩士 === 國立彰化師範大學 === 企業管理學系 === 107 === This study mainly explores the relationship between celebrity endorsements and consumers' willingness to purchase. In order to gain a foothold in consumers' minds, various companies attempt to use a variety of advertising methods to influence consumer behavior. In addition to deepening consumer impressions, they also effectively promote Consumers' willingness to purchase. In view of the fact that celebrity endorsements can influence consumer behavior in the past, this study divides celebrity endorsements into three dimensions: attractiveness, professionalism, and reliability, and adds advertising appeals to rationality and sensibility and product involvement. Explain the interference variables. This study uses the Adidas sports shoes products endorsed by Eddie Peng as the target. The questionnaires are distributed on the online community platforms Facebook and Instagram. The respondents are asked to complete the advertisements and then fill in the 233 copies and deduct the invalid questionnaires. After the meal, a total of 231 valid questionnaires were used to further analyze the regression results using SPSS19.0.
According to the results, celebrity endorsements can positively influence consumers' willingness to purchase, and advertising appeals also have interference effects between the two. On the contrary, product involvement has no significant interference effect in this study. This study also provides management implications that hope to help companies in marketing. It is influential for companies to adopt celebrities to endorse products, and it can enhance consumers' willingness to purchase. Celebrities are highly credible, especially when consumers are highly attractive and reliable, regardless of whether they are plausible or sensible. Finally, this study also proposes many future research proposals for research restrictions for future research related fields.
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