| Summary: | 碩士 === 世新大學 === 說服傳播國際碩士學程 === 103 === The practice of celebrity endorsements has proliferated over time. For many years, it has become a pervasive element of advertising, especially in Taiwan. Thus, celebrity endorsement business has become a multi-million dollars (NTD) industry. Marketers use celebrity endorsements to influence the purchase decision of consumers in order to increase the sales and extend growth of the market shares. This made me curious to explore the impact of celebrity endorsements on consumers purchasing behaviors.
This paper focuses on examining the perception of Taiwanese consumers aged 30 years old and below about celebrity endorsements, examining 1) the celebrity attributes likely to influence and 2) the impact of celebrity endorsements on consumers purchase intention.
It will begin with the review of existing literature and theories on celebrity endorsements, which provides an insight into the research question and clarifies many important aspects related to the topic. Quantitative research is used for this study to investigate the perceptions of the consumer, attributes and its subsequent impact on purchase intention and behavior.
In all, this research has proves that consumers find celebrity endorsements more attractive and influential as compared to non-celebrity endorsements. Moreover, the results from the primary research show that there is a positive relationship with the purchasing intention and decision on celebrity endorsements. In another words, celebrity attributes do impact the purchase decisions of the consumers in Taiwan and has a positively impact on the purchase intention of the consumers. Hence, marketers should foster and create a strong and positive relationship using endorsements with consumers.
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