The Relationship among Consumer Personality, Celebrity Endorsers, and Product Cognition and Memory

碩士 === 中原大學 === 企業管理研究所 === 102 === This study investigated Taiwanese’s perception toward celebrity endorsers by conducting a survey research study. There were total of 273 participants who participated in this study. Descriptive Statistics, Regression Analysis and Independent-Samples t Test were us...

Full description

Bibliographic Details
Main Authors: Pei-Ning Yuan, 原珮寧
Other Authors: Chyong-Ling Lin
Format: Others
Language:zh-TW
Published: 2014
Online Access:http://ndltd.ncl.edu.tw/handle/34hj38
id ndltd-TW-102CYCU5121053
record_format oai_dc
spelling ndltd-TW-102CYCU51210532019-05-15T21:22:54Z http://ndltd.ncl.edu.tw/handle/34hj38 The Relationship among Consumer Personality, Celebrity Endorsers, and Product Cognition and Memory 消費性格、名人代言人與產品認知及記憶關係之探討 Pei-Ning Yuan 原珮寧 碩士 中原大學 企業管理研究所 102 This study investigated Taiwanese’s perception toward celebrity endorsers by conducting a survey research study. There were total of 273 participants who participated in this study. Descriptive Statistics, Regression Analysis and Independent-Samples t Test were used to analyze and explore consumers’ perceptions toward the relationship between celebrity endorsers and product cognition and memory regarding four categories, including consumer personality, celebrity endorsers credibility, Demographic Variables, and product cognition and memory. Overall, the results showed that 1) Consumer personality such as slavishness and blindly obedient has a positive significant influence on product cognition and memory. 2) Female celebrity endorsers has significant difference on product cognition and memory. 3) Participants from different age and monthly income have significant difference on product cognition and memory. 4) Respondents from different gender and monthly income have significant difference on consumer personality such as slavishness and blindly obedient. Chyong-Ling Lin 林瓊菱 2014 學位論文 ; thesis 58 zh-TW
collection NDLTD
language zh-TW
format Others
sources NDLTD
description 碩士 === 中原大學 === 企業管理研究所 === 102 === This study investigated Taiwanese’s perception toward celebrity endorsers by conducting a survey research study. There were total of 273 participants who participated in this study. Descriptive Statistics, Regression Analysis and Independent-Samples t Test were used to analyze and explore consumers’ perceptions toward the relationship between celebrity endorsers and product cognition and memory regarding four categories, including consumer personality, celebrity endorsers credibility, Demographic Variables, and product cognition and memory. Overall, the results showed that 1) Consumer personality such as slavishness and blindly obedient has a positive significant influence on product cognition and memory. 2) Female celebrity endorsers has significant difference on product cognition and memory. 3) Participants from different age and monthly income have significant difference on product cognition and memory. 4) Respondents from different gender and monthly income have significant difference on consumer personality such as slavishness and blindly obedient.
author2 Chyong-Ling Lin
author_facet Chyong-Ling Lin
Pei-Ning Yuan
原珮寧
author Pei-Ning Yuan
原珮寧
spellingShingle Pei-Ning Yuan
原珮寧
The Relationship among Consumer Personality, Celebrity Endorsers, and Product Cognition and Memory
author_sort Pei-Ning Yuan
title The Relationship among Consumer Personality, Celebrity Endorsers, and Product Cognition and Memory
title_short The Relationship among Consumer Personality, Celebrity Endorsers, and Product Cognition and Memory
title_full The Relationship among Consumer Personality, Celebrity Endorsers, and Product Cognition and Memory
title_fullStr The Relationship among Consumer Personality, Celebrity Endorsers, and Product Cognition and Memory
title_full_unstemmed The Relationship among Consumer Personality, Celebrity Endorsers, and Product Cognition and Memory
title_sort relationship among consumer personality, celebrity endorsers, and product cognition and memory
publishDate 2014
url http://ndltd.ncl.edu.tw/handle/34hj38
work_keys_str_mv AT peiningyuan therelationshipamongconsumerpersonalitycelebrityendorsersandproductcognitionandmemory
AT yuánpèiníng therelationshipamongconsumerpersonalitycelebrityendorsersandproductcognitionandmemory
AT peiningyuan xiāofèixìnggémíngréndàiyánrényǔchǎnpǐnrènzhījíjìyìguānxìzhītàntǎo
AT yuánpèiníng xiāofèixìnggémíngréndàiyánrényǔchǎnpǐnrènzhījíjìyìguānxìzhītàntǎo
AT peiningyuan relationshipamongconsumerpersonalitycelebrityendorsersandproductcognitionandmemory
AT yuánpèiníng relationshipamongconsumerpersonalitycelebrityendorsersandproductcognitionandmemory
_version_ 1719112580117561344