Using Envy and Self-evaluation to Measure Consumer's Attitude and Purchase Intention on Spokesperson's Credibility: Based on Social Comparison Theory
| Autor: | LIAO,WAN-TING, 廖婉婷 |
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| Rok vydání: | 2018 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 106 In the past, celebrity is often used as advertising endorsement to drive custoemr's attractiveness from product. However, in the emerging trend, internet celebrity becomes popularity in virtual community and they also have the great influence on customer as celebrities do. This study explores whether customers are envy at the advertising endorsement even when customers feel the advertising endorsement are similar or worse than them-self. This research discusses the variate of customer's envy (benign envy/malicious envy) and self-evaluation between pre-receiving and pos-receiving advertising message in which the internet celebrity endorsement (ICE) and celebrity endorsement (CE) are manipulated. This research also discusses the impact of customer's envy ( benign envy/ malicious envy ) and self-evaluation on their advertising attitudes, credibility of endorsement and purchase intentions. The results show that there is no significant difference of benign envy and malicious envy between ICE and CE. When customer received the ad message from CE, customer will be in low self-evaluation but show better ad attitude, higher credibility of endorsement and purchase intentions. The results can be applied to ad industry. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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