The Influence of Endorsement Advertising in Service on Consumer Perceived Risk

• Main Authors: Chou, Hung-yun, 周宏芸
• Other Authors: Weng, James C.M.
• Format: Others
• Language: zh-TW
• Published: 1999
• Online Access: http://ndltd.ncl.edu.tw/handle/79528224466873882959

碩士 === 國立臺灣大學 === 商學研究所 === 87 === ABSTRACT The purpose of this thesis is to discuss the influence of endorsement advertising on consumer perceived risk, especially in service advertising. The advertising effectiveness and the major features of different service industries are also considered. The main goals of this study describe as following: 1. To compare the consumer perceived risk and advertising effectiveness of different endorsers (none, celebrities, employees, and typical consumers). 2. To know the consumer perceived risk and advertising effectiveness of different service industries (beauty salons, radio broadcasting, freight transportation, and banking). 3. To find out the influence of demographics and lifestyle on consumer perceived risk. The methodology methods, Cronbach''''s α test, factor analysis, MANOVA, and chi-square test, are used in this research. The conclusions include: 1. The general effectiveness of endorsement advertising is better than that of the advertising without endorser. Different endorsers also generate different attitude. However, the consumer perceived risk could not be changed by the endorsement advertising. 2. There are inherent risk in different service industries. Besides, the match of endorser image and service is the important factor to the advertising effectiveness. 3. The consumer demographics and lifestyle will influence the perceived risk.