The Study of Consumer’s Purchase Intention toward Celebrity Brand Goods
碩士 === 中國文化大學 === 國際貿易學系 === 101 === Recent years, many stars not only endorse but also build up their own celebrity brands and promote their products which become a trend. Therefore, this is about the study of consumer’s purchase intention toward celebrity brand goods.The research framework is base...
| Main Authors: | , |
|---|---|
| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2013
|
| Online Access: | http://ndltd.ncl.edu.tw/handle/08276841548887580526 |
| Summary: | 碩士 === 中國文化大學 === 國際貿易學系 === 101 === Recent years, many stars not only endorse but also build up their own celebrity brands and promote their products which become a trend. Therefore, this is about the study of consumer’s purchase intention toward celebrity brand goods.The research framework is based on the theory of source credibility by Ohanian (1991) and purchase intention by Schiffman and Kanuk (2000). The data were collected via internet and entity questionnaire. The research result indicates that credibility and purchase intention is positive correlation. In addition, the brand attitude has mediating effect and the purchase intention has moderating effect.
|
|---|