| Summary: | 碩士 === 康寧大學 === 資訊傳播研究所 === 103 === The study is to investigate the impact of endorsers’ credibility and brand image on the purchasing will of the teaching and administrative of Tainan City government. The questionnaire was used in gathering information. The participants were purposive sample. Totally about 400 questionnaires were issued, returned about 380 copies, of which 352 are valid, the effective rate was 88%. Then use descriptive statistics, Pearson correlation analysis, Regression Analysis, and hierarchical regression to entry and manage data.
The study shows that the endorsers’ credibility and brand image have positive impact on the purchasing will of the teaching and administrative of Tainan City government. In other words, the higher the credibility of the endorsers, the higher the purchasing power.
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