| Summary: | 碩士 === 淡江大學 === 國際貿易學系國際企業學碩士班 === 93 === The dual credibility model proposed by Lafferty, Goldsmith and Newell（2002）was adapted to explore the combined influence of corporate and spokesman credibility on purchase intent in China mobile telecom market. China Mobile and China Unicom are the only two remarkably huge telecom enterprises in china, so the two companies and their spokesmen（Jay Chow and Yao Ming）were selected for the research. Respondents assessed separately the credibility of the two companies and two spokesman as well as their attitudes toward the ads and brand, and their intent to purchase the advertised product. Participants are 20-30 years old including students in Fudan University and South Western University of Finance and Economy, and working people in Nanjing city.
The results show that the model fit the data partially. The findings didn’t support neither the direct impact of ads attitude on purchase intent in both companies nor the direct impact of corporate credibility on purchase intent in the model of China Mobile. Except these, the study corroborated prior research indicating the both types of source credibility have an indirect influence on attitudes and purchase intentions albeit a differential one or company.
The results suggest that the dual credibility model partially predicts and explains advertising effectiveness for these dual sources of credibility. Besides, the influence of corporate credibility on purchase intent is larger than the influence of spokesman credibility, which emphasized the importance of corporate credibility in consumer behavior and would be helpful to managerial activities.
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