Dissertation/ Thesis
The effect of animosity on young Taiwanese female consumers' purchase intention of Korean cosmetic products：The moderating role of celebrity endorser's nationality and brand innovativeness
| العنوان: | The effect of animosity on young Taiwanese female consumers' purchase intention of Korean cosmetic products：The moderating role of celebrity endorser's nationality and brand innovativeness |
|---|---|
| Alternate Title: | 民族仇視對台灣女性購買韓系化妝品意願的影響：以代言人國籍及品牌創新程度為干擾變數 |
| المؤلفون: | 宋青紜 |
| Thesis Advisors: | 林呈昱 |
| سنة النشر: | 2016 |
| المجموعة: | National Digital Library of Theses and Dissertations in Taiwan |
| الوصف: | 104 This study aims to examine the moderating role of endorser’s nationality and the brand innovativeness on the effect of animosity on consumers’ purchase intention and to investigate the effect of economic-based consumer animosity between Taiwan and Korea. In general, the negative emotion causes Taiwanese young consumers to ignore the real quality of the product from Korea. The objectives of this study are to test the impact of consumers’ animosity and purchase intention of Korean cosmetic, and add two moderators to decrease the animosity. We use a 3x3 between subject designs launched in Taiwan, with the three nationalities of endorsers (Korea vs. Taiwan vs. no country =control) and two attitudes of domestic consumers toward Korea (like vs. dislike vs. neutral = control). The results show that (1) animosity has a negative effect on consumers purchase intention; (2) endorser has a positive effect on purchase intention; (3) using domestic celebrity as an endorser can enhance the purchase intentions of consumers with high animosity; however, using domestic or foreign celebrity has no different effect on purchase intentions of consumers with low animosity; (4) using high innovation brand has no different effect on purchase intentions with high animosity; however, using high innovation brand can enhance the purchase intentions of consumers with low animosity. |
| Original Identifier: | 104FCU05323008 |
| نوع الوثيقة: | 學位論文 ; thesis |
| وصف الملف: | 97 |
| الاتاحة: | http://ndltd.ncl.edu.tw/handle/8vn6dn |
| رقم الانضمام: | edsndl.TW.104FCU05323008 |
| قاعدة البيانات: | Networked Digital Library of Theses & Dissertations |
| الوصف غير متاح. |