| Summary: | 碩士 === 東海大學 === 高階經營管理碩士在職專班 === 102 === Since 2003, the government allowed to be advertised daily disposable contact lens on television media, the domestic and foreign brands have put full effort into advertising marketing, which greatly increased the intensity of consumers’ choosing contact lenses for vision correction, meanwhile, the proportion of domestic consumers wearing contact lenses has increased, causing intensified competition in Taiwan contact lenses market. Our study is mainly emphasized on the influence of brand endorse credibility to purchase intension. To conclude the references and related information, endorse credibility was categorized into three factors. Three factors are Attraction Trustworthiness, Awareness and. In this study, I tried to find the correlation between the above factors and purchase intension by applying Descriptive Statistics, Principal Components Analysis, Reliability Components Analysis, Independent sample t- test, One-way ANOVA, Pearson’s Correlation and Regression Analysis.
Our results showed all brand endorse credibility factors have positive influence on purchase intension. The effect of brand endorser credibility on purchase intension from high to low is awareness, trustworthiness, attraction. This clearly shows that consumers’ purchase intension is effected obviously by each brand endorse credibility factor. This research also showed that education in demographic variables severely influence endorse credibility, while gender, wearing experience, age, occupation, and income had no significant differences. Moreover, education in demographic variables on consumer purchase intention showed significant differences, however, there was no difference in gender, wearing experience, occupation, age, and income.
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