A Study of Influence of Spokespersons and Brand Awareness on Purchase Intention : Product Knowledge and Involvement as Moderating Variables

• Main Authors: Tseng, Ting-Yu, 曾定宇
• Other Authors: WANG,CHUN-JU
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/u3pf8q

碩士 === 國立宜蘭大學 === 應用經濟與管理學系經營管理碩士班 === 106 === The purpose of study on one hand is to discuss the effects of the reliance of spokesperson and the popularity of brand to the consumer’s willingness of purchase, and to explore how the willingness of purchase would be moderated by the knowledge of product and the degree of involvement is the other. Moreover, how the willingness of purchase would be affected by the reliance of spokesperson and the popularity of brand is discussed in the study. By using questionnaire to survey the general public in designated business districts, the collected data would be analyzed through SPSS 22.0; the effective returned questionnaire are 396 shares within the total 400 shares. The results reveal that the reliance of spokesperson would partially positive affect to the willingness of purchasing cosmetics and the same as the popularity of brand do. The involvement of consumer however would not moderate to the relationship between the reliance of spokesperson and the willingness of purchasing cosmetics but positively moderate to the relationship between the popularity of brand and the willingness of purchasing cosmetics. Besides, the results present the knowledge of product would not negatively moderate to the relationship between the reliance of spokesperson and the willingness of purchasing cosmetics, and the relationship between the popularity of brand and the willingness of purchasing cosmetics.