English  |  正體中文  |  简体中文  |  Items with full text/Total items : 52049/87180 (60%)
Visitors : 8887238      Online Users : 433
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library & TKU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/78178


    Title: Impact of endorser expertise and attractiveness on customer WOM: Evidence from 2010 Taipei International Flora Exposition
    Authors: Hsu, Wei-hung;Chen, Shui-lien;Tsao, Hao-hsiang;Chang, Yu-ping
    Contributors: 淡江大學管理科學學系
    Date: 2012-07-14
    Issue Date: 2012-09-12 10:16:42 (UTC+8)
    Abstract: 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.
    Relation: The Proceedings of IAM2012
    Appears in Collections:[管理科學學系暨研究所] 會議論文

    Files in This Item:

    There are no files associated with this item.

    All items in 機構典藏 are protected by copyright, with all rights reserved.


    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library & TKU Library IR teams. Copyright ©   - Feedback