A study of spokesperson’s credibility and website trust toward internet advertising effectiveness
碩士 === 南台科技大學 === 資訊傳播系 === 102 === This study aims to investigate the relationship between spokesperson credibility and website trust toward internet advertising effectiveness (advertising attitude, brand attitude and purchase intention).There are 395 customers of Pay Easy Site interviewed. Researc...
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| Format: | Others |
| Language: | zh-TW |
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1031
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| Online Access: | http://ndltd.ncl.edu.tw/handle/e97y5n |
| Summary: | 碩士 === 南台科技大學 === 資訊傳播系 === 102 === This study aims to investigate the relationship between spokesperson credibility and website trust toward internet advertising effectiveness (advertising attitude, brand attitude and purchase intention).There are 395 customers of Pay Easy Site interviewed. Research findings are stated as below:
1. Spokesperson credibility has positive effect toward internet advertising effectiveness (advertising attitude, brand attitude and purchase intention).
2. The website trust has positive effect toward internet advertising effectiveness (advertising attitude, brand attitude and purchase intention).
Managerial suggestions are also provide for e-commerce business managers for enhancing the effectiveness of internet marketing practices.
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