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...

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Main Authors:	Wei, Tsang-Liang, 魏蒼亮
Other Authors:	Deng, Wei-Chen
Format:	Others
Language:	zh-TW
Published:	2013
Online Access:	http://ndltd.ncl.edu.tw/handle/08276841548887580526

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spelling	ndltd-TW-101PCCU03230162016-03-23T04:14:10Z http://ndltd.ncl.edu.tw/handle/08276841548887580526 The Study of Consumer’s Purchase Intention toward Celebrity Brand Goods 消費者對於明星品牌商品購買意願之探討 Wei, Tsang-Liang 魏蒼亮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. Deng, Wei-Chen 鄧為丞 2013 學位論文 ; thesis 62 zh-TW
collection	NDLTD
language	zh-TW
format	Others
sources	NDLTD
description	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.
author2	Deng, Wei-Chen
author_facet	Deng, Wei-Chen Wei, Tsang-Liang 魏蒼亮
author	Wei, Tsang-Liang 魏蒼亮
spellingShingle	Wei, Tsang-Liang 魏蒼亮 The Study of Consumer’s Purchase Intention toward Celebrity Brand Goods
author_sort	Wei, Tsang-Liang
title	The Study of Consumer’s Purchase Intention toward Celebrity Brand Goods
title_short	The Study of Consumer’s Purchase Intention toward Celebrity Brand Goods
title_full	The Study of Consumer’s Purchase Intention toward Celebrity Brand Goods
title_fullStr	The Study of Consumer’s Purchase Intention toward Celebrity Brand Goods
title_full_unstemmed	The Study of Consumer’s Purchase Intention toward Celebrity Brand Goods
title_sort	study of consumer’s purchase intention toward celebrity brand goods
publishDate	2013
url	http://ndltd.ncl.edu.tw/handle/08276841548887580526
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The Study of Consumer’s Purchase Intention toward Celebrity Brand Goods

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