另一方面，推薦式廣告是廣告主最常使用的廣告模式(Agrawal and Kamakura, 1995; Till and Busler, 1998)，經由P-O-X理論(Mowen, Brown, and Schulman, 1989)可發現，一旦消費者對於該廣告代言人有強烈好感，就可能進而影響其購買意願。
“Single” is not a new phenomenon, there had widely discussion in academic study. Many people used derogatory words calling single women; however, most people change their view now. According to some researches, women’s revenue growth is higher than men’s and the fashion news is the topic that single women pay much more attention to. The special characteristics of single women called”3 no,3 yes” which means the single women live without consuming limitation, financial management, and responsibility for supporting family. And the single women got money,leisure,and self image.
On the other hand, endorsement advertising is popular among enterprises(Agrawal and Kamakura, 1995; Till and Busler, 1998). According to the POX theory,once customers like the endorser, they probably change their purchase intention(Mowen, Brown, and Schulman, 1989) and buy the specific product that is recommended by the endorser.
This study is discussing how single women’s fashion anxiety and endorser types influence their purchase intention. Moreover, we use luxury bags as empirical objects, looking forward to find some results for marketing strategies. This research’s target the single women, using convenience sampling and 194 effective samples were collected. By implementing the empirical statistics, the conclusions are as follows:
1. Single women’s fashion anxiety has significant correlation with their identification to endorsers like as celebrities and experts. But the relationship is not supported when the endorser is the common people.
2. There is significant difference between single women’s fashion anxiety and their purchase intention. But the relationship is not founded between the identification to endorsers and their purchase intention.
3. There are partial significant differences happened on single women’s fashion anxiety and purchase intention with some demographic variables.
According to the result, we can find that the single women become the strongest group; also, the correctness of the choice of endorsers is very important for the success of product marketing; finally, through the demographic statistics analysis of variables, the technology industry and high-income single women be the main target groups.