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The Influence of Internet Celebrity Traits and Professional Flyers on Consumers’ Purchase Intention with Different Product Knowledge:Gaming Computer as an Example
With the advancement and popularization of Internet technology, people have shifted from traditional media platforms to social media platforms, so many have created a lot of influencers, and companies are seeing this trend, slowly turning traditional star spokespersons into Internet celebrity spokespersons, withstand their fan traffic, quickly disseminate messages and advertisements. Past research also pointed out that the higher the credibility of the spokesperson, the greater the impact on consumer purchases, and also pointed out that product knowledge also has some impact on consumer purchase intentions. Improve the impact, but at least the research explores the type of spokesperson, the interaction between the professional propaganda and product knowledge, and how it affects consumers’ purchasing intentions. This research is aimed at the e-sports computer industry. After observation, two different types of spokespersons were selected. They are Internet celebrities with experience in E-sports player and 3C unboxing internet celebrities, with different professional degrees of publicity, and tested for different product knowledge. A sample survey was conducted, and a total of 240 valid questionnaires were recovered. The research results show that consumers with high product knowledge should use high-professional degree advertising to communicate, while the type of spokesperson is the same for those with high product knowledge. Consumers with low product knowledge should use the general publicity and Internet celebrity with the experience of E-sports player as the spokesperson for advertising.
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