Title page for 944201062


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Student Number 944201062
Author Mei-chen She(佘美珍)
Author's Email Address No Public.
Statistics This thesis had been viewed 2668 times. Download 11 times.
Department Business Administration
Year 2006
Semester 2
Degree Master
Type of Document Master's Thesis
Language zh-TW.Big5 Chinese
Title In the different level of product involvement, the effect of endorser type and endorser credibility on consumer’s perceived risk, perceived quality and search cost.
Date of Defense 2007-06-16
Page Count 95
Keyword
  • earch cost
  • endorser
  • perceived quality
  • perceived risk
  • product involvement
  • Abstract Using spokesman to endorse product is a common marketing tactic, because the advertising spokesman communicated with consumers. Besides spokesman can made consumer know the product quickly, spokesman also can improve the uniqueness of brand, advertising effect of the product and strengthen the positive impression of consumers. This research wants to discuss the effect of endorser type and credibility credibility on consumer’s perceived risk, perceived quality and search cost and think about the different level of product involvement.
    The research finds the endorser type and the level of the endorser credibility will influence significantly the consumer’s perceived risk, perceived quality and search cost.
    And think about the influence of different product involvement, when consumers face the product of high involvement and if its spokesman is an expert, the comsumers’ perceived risk and search cost of the product will be lower than if the spokesman is a celebrity. In enhaning the perceived quality of the product, the endorsement of expert is better than the endorsement of celebrity. And when consumers face the product of low involvement, the endorsement of expert and celebrity don’t influence significantly consumers’ perceived risk, perceived quality and search cost of product.
    But as the point of the level of the endorser cedibility, the reaearch finds that no matter what the level of the product involvement, the effect of reducing comsumers’ perceived risk and search cost of the product and enhancing the perceived quality of the product, the high endorser credibility is better than the low endorser credibility.
    Table of Content 第一章 緒論1
    第一節 研究動機1
    第二節 研究背景2
    第三節 研究目的3
    第四節 研究流程4
    第二章 文獻探討6
    第一節 廣告代言人6
    第二節 廣告代言人的可信度14
    第三節 知覺風險17
    第四節 知覺品質19
    第五節 搜尋成本21
    第六節 產品涉入23
    第三章 研究方法27
    第一節 研究架構27
    第二節 變數的操作性定義、操弄及衡量28
    第三節 研究假設30
    第四節 研究設計31
    第五節 問卷設計36
    第六節 資料蒐集及分析方法38
    第四章 研究結果40
    第一節 樣本結構40
    第二節 信度分析41
    第三節 代言人可信度分群結果43
    第四節 假設檢定44
    第五章 結論與建議64
    第一節 研究結論64
    第二節 行銷實務上的管理意涵65
    第三節 研究限制67
    第四節 後續研究建議68
    參考文獻70
    附錄一76
    附錄二79
    附錄三83
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    Advisor
  • Dong-Shang Chang(張東生)
  • Files
  • 944201062.pdf
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    Date of Submission 2007-06-28

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