The effect of Endorser Credibility and Brand Association on Purchase Intention—The Mediating Effect of Perceived Risk

• Main Authors: Yu-Ting Hsiao, 蕭毓婷
• Other Authors: 曾忠蕙
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/5ey926

碩士 === 淡江大學 === 國際企業學系碩士班 === 103 === Facial care products have become the important necessities of life. In recent years, Korean''s facial care brand is prevalent in Taiwan because of the trend of “Korea Wave”. Each brand has its own unique color, character, and using celebrity endorsements as its marketing strategies to attract consumers'' attention. According to the research report from Industry and Technology Intelligence Service, in 2013 Korean cosmetic products have significant growth in import, it can be seen that Korean''s facial care products in Taiwan market have still growth potentially and influenced. In this study will use Innisfree, Korean facial care brand, as an example brand. The purpose of this study is to investigate the effect of endorser credibility and brand association on purchase intention, as well as, whether perceived risk is playing an intermediary role or not. After examining hypothesis, the results show that for the overall samples endorser credibility (attractiveness, trustworthiness, expertise, relevance) and brand association (consciousness value, brand personality, organizational association) have positively influenced on consumers'' purchase intention and effectively increased purchase intention by reducing consumers'' perceives risk. Namely, perceived risk has significant mediation effect. As for the participant who never bought samples and participant who knows the brand endorser samples, both are showing the same results. In addition to the relevance factor, perceived risk has played a mediation role.