Who is the better endorser of GPT in service guaran-tee advertising?

• Main Authors: Chang-Ming Wang, 王長銘
• Other Authors: Chien-Heng Chou
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/78125220789317397828

碩士 === 中國文化大學 === 國際貿易學系碩士班 === 92 === In many Asian countries, the group package tour (GPT) is one of the main modes of outbound travel. However, the purchase of the group package tour, involves a certain of risk. Many researchers clearly suggest that enterprises can offer the service guarantee to reduce perceived risk associated with purchase and use the right endorser to enhance tangibility and persuasiveness. The effects of service guarantees and endorsers have been discussed by much pre-vious research. However, little empirical study has given to explore the combination of service guarantee forms and endorser types in advertising. Hence, the empirical study used a 4endorser types (CEO, celebrity, expert, and tour leader)* 3 service guarantee (full satisfaction guarantee, combined guarantee and no guarantee) factorial design to assess the impact of different advertisements on consumer’s attitudes toward the ad and purchase intentions. The research result indicates that when the travel agency offer the combined service guarantee through the tour leader endorsing, the advertisement atti-tude, perceived risk, and purchase intention are better than expert. The finding distin-guishes effect of the combination of service guarantee and endorser.