资源描述：
《消费者对於广告代言人在知觉价》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。
1、TheInfluencesofPerceivedValueonConsumerPurchaseIntention:TheModeratingEffectofAdvertisingEndorserDr.HsinkuangChi,NanhuaUniversity,TaiwanDr.HueryRenYeh,ShihChienUniversity,Kaohsiung,TaiwanYiChingTsai,GraduateStudent,NanhuaUniversity,TaiwanABSTRACTAdvertisingendorserisoneofthemajormarket
2、ingstrategiesforadvertisers.Advertisingendorsercanfastbuildbrandrecognitionandhelpconsumerstounderstandfunctionsandcharacteristicsofaproductoraservice.Intheend,consumerswillmemorizetheproduct/serviceandproducepurchaseintention.Thestudyaimstoexploretheeffectsofadvertisingendorseronperce
3、ivedvalueandpurchaseintention.Totally,450copiesofquestionnairesweredispatchedandtheeffectiveresponseratewas90%.Theresultsshowthat(1)perceivedvalueissignificantlyaffectedtoadvertisingendorser,(2)advertisingendorserissignificantlyaffectedtopurchaseintention,(3)perceivedvalueissignificant
4、lyaffectedtopurchaseintention,and(4)advertisingendorserhasnomoderationeffectbetweenperceivedvalueandpurchaseintention.Keywords:AdvertisingEndorse,PerceivedValue,PurchaseIntention,ModerationINTRODUCTIONInthehypercompetitivemarketingenvironment,ifaproductoraservicewantstobefastknowntocon
5、sumers,itmustrelyonadvertisingcampaignstomakeconsumersmemorizeproductmessages.However,aconsumercontactsalotofadvertisingsinaday.Hence,whichadvertisingmethodscanreallycatchconsumers’preferenceandinfluencetheirbuyingdecisionisimportanttobusinessadvertisers.Itappearsthatadvertisingendorse
6、risoneofimportantmethodsthatattractmanybusinessadvertisers’attention.Advertisingendorsersareoftenfamouscelebritiesorexpertswhoholdexpertise,awarenessandattractiveness.Theycantransmitproductmessagestocatchconsumers’eyesightinashorttimeandfurtherenhanceconsumerpurchaseintention.Thus,adve
7、rtisingendorsersbecomeoneofmajoradvertisers’advertisingstrategiesintheiradvertisingplans.Endorsersmustbereliableandhavepositivecharacteristicsthatrelatewithaproductorabrand.So,businessadvertisersmustevaluatewhetheranendorser’simagematcheswithaproductimageandchooseoneadvertisingendors
