- 會議論文
The Influence of the Congruence between the Celebrity and the Product Endorsed on Celebrity Advertises on Consumers Purchase Intention
摘要
Based on information interpreted response theory, this study will explore the influence of the congruence between the celebrity and the product endorsed on celebrity advertises on consumer purchase intentions, the mediating effect of customer perceived value and perceived risk, and the moderating effect of product involvement. In this study, 800 questionnaires will be distributed to those who are 16 to 45 years old and interested to join the marketing live broadcast room daily. The returned data would be analyzed by SPSS 26.0 and AMOS 23.0 to check the reliability and validity, and to perform factor analysis, regression analysis on the relationship among all variables. Finally, Data will be analyzed to verify hypotheses. Suggestions to consumer purchase intentions in the web would be proposed.
延伸閱讀
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- 江芊穎（2019）。How does Parasocial Interaction between audience and TV drama character affects the effect of the character’s follow-up celebrity endorsement.〔碩士論文，國立政治大學〕。華藝線上圖書館。https://doi.org/10.6814/NCCU201900361
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