| Summary: | 碩士 === 國立中央大學 === 企業管理研究所 === 95 === Using spokesman to endorse product is a common marketing tactic, because the advertising spokesman communicated with consumers. Besides spokesman can made consumer know the product quickly, spokesman also can improve the uniqueness of brand, advertising effect of the product and strengthen the positive impression of consumers. This research wants to discuss the effect of endorser type and credibility credibility on consumer’s perceived risk, perceived quality and search cost and think about the different level of product involvement.
The research finds the endorser type and the level of the endorser credibility will influence significantly the consumer’s perceived risk, perceived quality and search cost.
And think about the influence of different product involvement, when consumers face the product of high involvement and if its spokesman is an expert, the comsumers’ perceived risk and search cost of the product will be lower than if the spokesman is a celebrity. In enhaning the perceived quality of the product, the endorsement of expert is better than the endorsement of celebrity. And when consumers face the product of low involvement, the endorsement of expert and celebrity don’t influence significantly consumers’ perceived risk, perceived quality and search cost of product.
But as the point of the level of the endorser cedibility, the reaearch finds that no matter what the level of the product involvement, the effect of reducing comsumers’ perceived risk and search cost of the product and enhancing the perceived quality of the product, the high endorser credibility is better than the low endorser credibility.
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