Impact of endorser expertise and attractiveness on customer WOM: Evidence from 2010 Taipei International Flora Exposition
學年 100
學期 2
發表日期 2012-07-15
作品名稱 Impact of endorser expertise and attractiveness on customer WOM: Evidence from 2010 Taipei International Flora Exposition
作品名稱（其他語言）
著者 Hsu, Wei-hung; Chen, Shui-lien; Tsao, Hao-hsiang; Chang, Yu-ping
作品所屬單位 淡江大學管理科學學系
出版者
會議名稱 2012 International Conference on Innovation and Management
會議地點 Republic of PALAU
摘要 In recent years, enterprises emphasize their corporation images, familiarity and attraction via endorsement in the spotlight. Consumers would also be attracted by the preferable endorsers in consumption. According to CNA (Central News Agency) in December 2011, the strategy of Tourism Bureau in using celebrity endorsers of tourism attracts tourists from Japan and South Korea, which brings in almost TWD 65 billions of tourism profit. Hence, the endorser of endorsement can be the effective tool in promotion. However, previous studies of endorser expertise and attraction related to the brands or products haven’t put the types of activity into considerations. Therefore, this study would like to investigate whether the endorser expertise and attraction has influence on individual attitudes and word-of-mouth (WOM hereafter) or not. Furthermore, this study takes current affairs “Taipei International Flora Exposition” as example and uses it in this academic study. The subjects are the tourists who have visited Taipei International Flora Exposition. A sample of 766 useful respondents in Taiwan was collected for the final analysis through online survey. Confirmatory factor analysis was used to test the reliability and validity of the measures, while AMOS was employed to analyze research hypothesis using structural equation modeling. The hypotheses were all supported and are as following. First, endorser expertise and attraction significantly positively affect both customer trust and match-up. Second, both customer trust and match-up positively affect attitude and WOM. Third, attitude is significantly positively related to WOM. Finally, this study reveals several theoretical and managerial implications relating to the antecedents of effectiveness of endorsement and future research directions for practice and academics to take it as reference for marketing strategy makers and academic researchers.
關鍵字
語言 en
收錄於
會議性質 國際
校內研討會地點
研討會時間 20120715~20120718
通訊作者 Hsu, Wei-hung
國別 PLW
公開徵稿 Y
出版型式 電子版
出處 The Proceedings of IAM2012
相關連結

機構典藏連結 ( http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/78178 )

機構典藏連結