| Summary: | 碩士 === 國立臺灣海洋大學 === 航運管理學系 === 105 === This study aimed to discuss the effects of celebrity endorsement on national travel intention. Based on source credibility theory, this study discussed the relationship between endorser attributions, attitude toward endorser advertisement for national travel, brand attitude toward national travel, perception toward the celebrity endorser, and purchase intention of national travel. With data collected from survey in Taiwan, 595 valid respondents were generated. The analysis tool for SEM and path analysis is AMOS. Analytic results revealed consumer perception of celebrity endorser positively significant affects consumers’ brand attitude toward national travel, and purchase intention of national travel; consumer attitude toward endorser advertisement of national travel positively significant affects consumers’ brand attitude toward national travel, and purchase intention of national travel; and consumers’ brand attitude toward national travel positively significant affects purchase intention of national travel.
Keywords: celebrity endorser, advertisement attitude, perceived value, brand attitude, purchase intention
|
|---|
