Title page for etd-0301115-121839


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URN etd-0301115-121839
Author Wei-chuan Her
Author's Email Address No Public.
Statistics This thesis had been viewed 5336 times. Download 72 times.
Department Theatre Arts
Year 2014
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title The Relationship between Spokesperson Effects and Consumers’ Purchase Intention in Performing arts
Date of Defense 2015-03-20
Page Count 68
Keyword
  • Peer Consumer
  • Expert Endorser
  • Celebrity Endorser
  • Purchase Intention
  • Performing Arts
  • Spokesperson
  • Source Credibility
  • Abstract The use of spokesperson has been prevalent in arts marketing. However the effects of different spokesperson types and as to how they lead to purchase intention are still unclear. The purpose of this research was therefore to examine the relationship in between and particularly with college students. From literature three types of spokesperson were identified: celebrities, experts and peer consumers. To examine the relationships hypothesized in the research, survey research was implemented in multiple university campus sites for data collection. 256 valid responses were collected for regression analysis. 
    To test spokesperson effects, the study emphasized a specific variable of source credibility that consists of three dimensions includes trustworthiness, expertise and attractiveness. Results of the study showed the effects of peer consumer and celebrity spokesperson are identical from trustworthiness and attractiveness dimensions. Expert spokesperson can affect people by their expertise. To conclude, performing arts groups should choose experts and peer consumer as their spokesperson. Because of experts have their own knowledge and experience; peer consumers’ thinking always close to public so that they probably convinced others easily.
    Advisory Committee
  • Shu-lien Chang - chair
  • Tsung-hung Tso - co-chair
  • Jung-feng Hsieh - advisor
  • Files
  • etd-0301115-121839.pdf
  • Indicate in-campus at 1 year and off-campus access at 3 year.
    Date of Submission 2015-04-08

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