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      Influence of Korean Celebrity Endorsement on Chinese Consumers' Purchase Intention towards Fashion Goods = Influence of Korean Celebrity Endorsement on Chinese Consumers' Purchase Intention towards Fashion Goods

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      https://www.riss.kr/link?id=A107219010

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      다국어 초록 (Multilingual Abstract)

      Korean celebrity endorsement is a common practice adopted by companies in China. This study assessed the impact of celebrity endorsement (trustworthiness, attractiveness, congruency, and expertise) on Chinese consumers’ intention to purchase clothes endorsed by Korean celebrities. This study used reliability and validity tests and structural equation model analysis to explore the relationship between variables using SPSS 22.0 and AMOS 22.0. This study conducted an online survey (www.sojump.com) from August 10, 2020 to August 20, 2020 and collected 370 respondents. Results show that all constructs of celebrity endorsement positively affected purchase intention and that celebrity expertise had the strongest impact. With respect to the influence of demographic variables on the constructs, gender, age, and education had a significant effect on trustworthiness; gender and age had a significant effect on attractiveness; and income had an effect on purchase intention. Marketing executives should consider using Korean celebrities for different purposes in brand advertising. Particularly, celebrity expertise, such as experience, knowledge, and skills, should receive attention while publicizing to Chinese consumers. This study contributes to the academic and practical implications of Korean celebrity endorsement.
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      Korean celebrity endorsement is a common practice adopted by companies in China. This study assessed the impact of celebrity endorsement (trustworthiness, attractiveness, congruency, and expertise) on Chinese consumers’ intention to purchase clothes...

      Korean celebrity endorsement is a common practice adopted by companies in China. This study assessed the impact of celebrity endorsement (trustworthiness, attractiveness, congruency, and expertise) on Chinese consumers’ intention to purchase clothes endorsed by Korean celebrities. This study used reliability and validity tests and structural equation model analysis to explore the relationship between variables using SPSS 22.0 and AMOS 22.0. This study conducted an online survey (www.sojump.com) from August 10, 2020 to August 20, 2020 and collected 370 respondents. Results show that all constructs of celebrity endorsement positively affected purchase intention and that celebrity expertise had the strongest impact. With respect to the influence of demographic variables on the constructs, gender, age, and education had a significant effect on trustworthiness; gender and age had a significant effect on attractiveness; and income had an effect on purchase intention. Marketing executives should consider using Korean celebrities for different purposes in brand advertising. Particularly, celebrity expertise, such as experience, knowledge, and skills, should receive attention while publicizing to Chinese consumers. This study contributes to the academic and practical implications of Korean celebrity endorsement.

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      참고문헌 (Reference)

      1 SHEN JIA, "한류 팬덤이 한국제품 구매의도, 만족도 및 한국방문 의도에 미치는 영향에 관한 연구: 중국 소비자를 중심으로" 현대중국학회 20 (20): 183-212, 2018

      2 안현경, "한국에 거주중인 한국, 중국, 베트남인의한국의 국가이미지, 한류관심도, 한국미용서비스 만족도의관계 및 차이에 대한 연구" 한국패션비즈니스학회 22 (22): 59-75, 2018

      3 孫喜順, "中國 男性 消費者의 韓國産 衣類패션 製品에 關한 認知와 滿足度 軟球" 한국패션비즈니스학회 7 (7): 97-106, 2003

      4 Srivastava, R. K., "Will multiple endorsements communication strategy by a celebrity work in educated consumer segment" 7 (7): 99-105, 2011

      5 Nunnally, J. C., "Psychometric theory" McGraw-Hill 1978

      6 Hair, J. F., "Multivariate data analysis" Prentice Hall 1998

      7 Hassan, S. R. U., "Influence of celebrity endorsement on consumer purchase intention for existing products : A comparative study" 4 (4): 1-23, 2014

      8 Tabachnick, B. G., "Experimental designs using ANOVA" Thomson/Brooks/Cole 2007

      9 Fornell, C., "Evaluating structural equation models with unobservable variables and measurement error" 18 (18): 39-50, 1981

      10 Abdulmajid, S. M. A., "Endorser credibility effects on Yemeni male consumer's attitudes towards advertising, brand attitude and purchase intention : The mediating role of attitude toward brand" 5 (5): 55-66, 2012

      1 SHEN JIA, "한류 팬덤이 한국제품 구매의도, 만족도 및 한국방문 의도에 미치는 영향에 관한 연구: 중국 소비자를 중심으로" 현대중국학회 20 (20): 183-212, 2018

      2 안현경, "한국에 거주중인 한국, 중국, 베트남인의한국의 국가이미지, 한류관심도, 한국미용서비스 만족도의관계 및 차이에 대한 연구" 한국패션비즈니스학회 22 (22): 59-75, 2018

      3 孫喜順, "中國 男性 消費者의 韓國産 衣類패션 製品에 關한 認知와 滿足度 軟球" 한국패션비즈니스학회 7 (7): 97-106, 2003

      4 Srivastava, R. K., "Will multiple endorsements communication strategy by a celebrity work in educated consumer segment" 7 (7): 99-105, 2011

      5 Nunnally, J. C., "Psychometric theory" McGraw-Hill 1978

      6 Hair, J. F., "Multivariate data analysis" Prentice Hall 1998

      7 Hassan, S. R. U., "Influence of celebrity endorsement on consumer purchase intention for existing products : A comparative study" 4 (4): 1-23, 2014

      8 Tabachnick, B. G., "Experimental designs using ANOVA" Thomson/Brooks/Cole 2007

      9 Fornell, C., "Evaluating structural equation models with unobservable variables and measurement error" 18 (18): 39-50, 1981

      10 Abdulmajid, S. M. A., "Endorser credibility effects on Yemeni male consumer's attitudes towards advertising, brand attitude and purchase intention : The mediating role of attitude toward brand" 5 (5): 55-66, 2012

      11 Khan, M. M., "Effect of celebrity endorsement on consumer purchase intention-Evidence from Qmobile Linq advertisement" 19 (19): 1065-1082, 2018

      12 Kraa, J. J., "Effect of celebrity endorsement on consumer buying behavior of Samsung mobile phones in Ghana" 2 (2): 1-12, 2018

      13 Ibidunni, A. S., "Data on customer perceptions on the role of celebrity endorsement on brand preference" 18 : 1107-1110, 2018

      14 Lafferty, B. A., "Corporate credibility's role in consumers' attitudes and purchase intentions when a high versus a low credibility endorser is used in the ad" 44 (44): 109-116, 1999

      15 Ohanian, R., "Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness" 19 (19): 39-52, 1990

      16 Cuomo, M. T., "Celebrity endorsement and the attitude towards luxury brands for sustainable consumption" 11 (11): 6791-, 2019

      17 Kooli, C., "Celebrity endorsement and its effect : Arabic world perspectives" 6 (6): 182-188, 2018

      18 Pradhan, D., "Celebrity endorsement : How celebrity-brand-user personality congruence affects brand attitude and purchase intention" 22 (22): 456-473, 2014

      19 Fleck-Dousteyssier, N., "Celebrities in advertising : Looking for congruency or likability" 29 (29): 651-662, 2012

      20 Bryman, A., "Business research methods" Oxford University Press 2015

      21 Abraham, M., "Brand positioning through celebrity endorsement in an Indian perspective" 7 (7): 16-20, 2018

      22 Randhawa, A., "Brand positioning through celebrity endorsement" 2 (2): 2349-3402, 2015

      23 Hung, K., "Assessing celebrity endorsement effects in China : A consumer-celebrity relational approach" 51 (51): 6-21, 2011

      24 Day, J. D., "A study of the relations between customer satisfaction, loyalty and purchase intention-In the case of Chunghwa Telecom's mobile internet" 2013 : 188-194, 2013

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      학술지 이력

      학술지 이력
      연월일 이력구분 이력상세 등재구분
      2027 평가예정 재인증평가 신청대상 (재인증)
      2021-01-01 평가 등재학술지 유지 (재인증) KCI등재
      2018-01-01 평가 등재학술지 유지 (등재유지) KCI등재
      2015-01-01 평가 등재학술지 유지 (등재유지) KCI등재
      2011-01-01 평가 등재학술지 유지 (등재유지) KCI등재
      2009-01-01 평가 등재학술지 유지 (등재유지) KCI등재
      2006-01-01 평가 등재학술지 선정 (등재후보2차) KCI등재
      2005-01-01 평가 등재후보 1차 PASS (등재후보1차) KCI등재후보
      2003-01-01 평가 등재후보학술지 선정 (신규평가) KCI등재후보
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      학술지 인용정보

      학술지 인용정보
      기준연도 WOS-KCI 통합IF(2년) KCIF(2년) KCIF(3년)
      2016 0.36 0.36 0.43
      KCIF(4년) KCIF(5년) 중심성지수(3년) 즉시성지수
      0.5 0.56 0.669 0.14
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