Transcript Jimmily.ppt
Concerning the Effect of Sales Promotion, and Celebrity Endorser on Purchase Intention Instructor ： Kate Presenter ： Jimmily ID Number： 9822615 Content 1 Introduction 2 Literature Review 3 Methodology Introduction Research Background Statement of the Problem Purpose of the Research Research Procedure Research Background Under the economic recession and severe market competition, consumers become very stingy, and the price promotion becomes one of the key factors that consumers will consider in purchasing. (Kai,2005) Research Background Attractive prolocutor could lead to the better preference to the stronger purchase intention. (Patzer,1983) Statement of the Problem Only few of the past studies have examined the influences of celebrity endorsers and sales promotion on purchase intention. Purpose of the Research This research aims to explore the relationship among sales promotion, celebrity endorser, and purchase intention. Research Procedure 01. Identifying Research Objectives 07. Conclusions and Suggestions 06. Data Analysis and Explanations 02. Collecting and Exploring Relevant Literature Research Procedure 03. Establishing Research Scope And Framework 05. Data Collection 04. Designing Questionnaire Literature Review Definition of Sales Promotion Definition of Celebrity Endorser Definition of Purchase Intention Definition of Sales Promotion Sales promotion consists of short-term incentives to encourage purchase of sales of a product or service. (Strang,1976) Definition of Sales Promotion Sales Promotion includes a wide variety of promotion tools such as coupons ,cents off deals, and others designed to stimulate earlier or stronger market response. (Kotler&Amstrong,1996) Definition of Sales Promotion Sales promotion is a non face-to-face activity concerned with the promotion of sales. (McDonald&Christopher,2003) Definition of Celebrity Endorser There are three basic types of endorsers: celebrity spokesperson, expert and typical consumer. (Fireworker & Friedman,1997) Literature Review Endorser Four Types Celebrity CEO Expert Typical Consumer (Freiden,1984) Definition of Celebrity Endorser Celebrity endorser is defined as “any individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement. (McCraken, 1989) Definition of Celebrity Endorser Celebrity refers to the individuals who are well known to the public, e.g. sports figures, actors, or entertainers. (Speck, Schumann & Thompson, 1988) Definition of Purchase Intention Purchase intention indicates the likelihood of buying a certain product. (Monroe & Grewal, 1991) Definition of Purchase Intention Purchase intention refers to a consumer’s readiness in buying a certain product. (Boyd and Mason, 1999) Methodology Instrument Intercept survey Place Department Stores questionnaire Taichung Liker-type scale