| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 103 === Researches about endorser have been widely discussed in marketing. Therefore, the main purpose of this study is to investigate how the characteristics of endorsers influence consumers and the moderate effect of consumers’ characteristics and product categories.
Endorsers can enhance the image of a company or product. Most of the existing studies focused on the benefits the endorser brought, few paid attention to consumers’ heterogeneity. How endorsers influence consumers will be verified in this study by using source model theory and researches about interpersonal communication. Through trustworthiness, expertise, goodwill and attractiveness, endorsers may positively influence consumers’ attitude about a product. By using dimensions of self-monitor, gender and product categories as moderators, we will discuss the moderating effect between consumers’ attitude and behavior. The purpose of this study is as follows: 1. By using source model theory, the study will affirm that the characteristics of endorsers will affect the attitude of customers. 2. Discuss the moderating effect of self-monitor and gender. 3. Investigate the moderating effect of product categories to the consistency between behavior and attitude.
To demonstrate this model, 411 samples have been collected and then analyzed by PLS. The findings of the study is as follows: 1. Endorsers may positively influence consumers’ attitude by its trustworthiness, expertise and attractiveness. 2. The attitude toward a certain product will affect the behavior of the customer. 3. The moderating effect of self-monitor exist between behavior and attitude. The managerial implications of this study are to provide a reference for corporations and help them choose the most appropriate endorser and marketing strategy for their products.
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