| Summary: | 碩士 === 國立中央大學 === 企業管理學系 === 105 === This research probes into the phenomenon of advertising-like product recommendations by Internet celebrities. A 2 × 2 experimental design (N = 175) was employed with humorous appeals (information-oriented vs. humor-oriented) and product categories (utilitarian vs. hedonic) as the control variables, and ad effectiveness (attitude toward the ad, attitude toward the product, and purchase intention) as the dependent variables. Results indicated that information-oriented ads were more effective than humor-oriented ads for both utilitarian and hedonic products. Also, Internet celebrities’ reliability and likeability positively influenced ad effectiveness while celebrity-product fit was the mediator between these relationships. Theoretical and managerial implications were discussed.
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