| Summary: | 碩士 === 大葉大學 === 事業經營研究所 === 88 === The purpose of the study is to explore the impact of spokesperson credibility on advertising effectiveness and purchasing intention, under the condition of different product involvement (cell phones and beverages) and advertisement spokesperson (celebrity persons, experts, CEO and typical customers). The results are as follows:
一、About the celebrity
Under the condition of high involvement product, the effects of attraction and reliability on advertisement attitude, advertisement attitude on products attitude, and advertisement attitude and products attitude on purchasing intention are significant. Under the condition of low involvement product, the effects of attraction and specialty on advertisement attitude, specialty and advertisement attitude on products attitude, and advertisement attitude and products attitude on purchasing intention are significant.
二、About the CEO
Under the condition of high involvement product, the effects of attraction to advertisement attitude, advertisement attitude to product attitude and advertisement attitude and product attitude on purchasing intention are significant. Under the condition of low involvement product, the effects of specialty to advertisement attitude, specialty and advertisement attitude to product attitude and advertisement attitude and product attitude on purchasing intention are significant.
三、About the experts
Under the condition of high involvement product, there are obvious effects among specialty to advertisement attitude, advertisement attitude to product attitude and product attitude on purchasing intention are significant. Under the condition of low involvement product, there are obvious effects among attraction and specialty to advertisement attitude, specialty and advertisement attitude to product attitude and advertisement attitude and product attitude on purchasing intention are significant.
四、About the typical customers
Under the condition of high involvement product, there are obvious effects among attraction to advertisement attitude, advertisement attitude to product attitude and advertisement attitude and product attitude on purchasing intention are significant. Under the condition of low involvement product, there are obvious effects among specialty to advertisement attitude, advertisement attitude to product attitude and advertisement attitude and product attitude on purchasing intention are significant.
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