The Effects of Firm Awareness, Product Awareness and Endorser Credibility on Purchase Intention of OTC Medicine

• Main Author: 張凱揚
• Other Authors: 鄧景宜
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/02075781576917208818

碩士 === 長庚大學 === 企業管理研究所 === 93 === Unlike the general products, patent medicine has higher risk of purchasing. Because people can’t predict what the effects after taking the patent medicine and side effects are. This study aimed to explain the effects of firm awareness, brand awareness and endorser credibility on purchase intention of OTC medicine. We made proper questionnaire to investigate the students in the Chang Gung University. By taking 2 (high awareness firm name and low awareness firm name) × 2 (high awareness product name and low awareness product’s name) × 4 (different type of endorsers: celebrity, expert, CEO and typical consumer) to be the experiment designs, and collected 319 valid samples. The data were analyzed mainly by analysis of variance ( ANOVA ), t test, and factor analysis. The results are listed as follows: 1. Objects have lower perceived risk, more positive product attitude and higher purchasing intention on the firms with higher awareness. 2. Brand awareness can reduce the received risk but can increase product attitude and purchasing intention. 3. Experts have higher credibility than typical consumers, negative association is a partial mediator of endorser credibility and product attitude.