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The Endorser's Persuasiveness On The Purchase Intention Of High-Involvement Products: A Comparison Between A Newly Launched Product And A Mature One

V. Cho
Published 2010 · Business

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ABSTRACT This study investigates how the endorser's persuasiveness (with the endorser being an expert or a celebrity) affects consumer purchase intention of high-involvement products. We separate products into two types: newly launched and mature ones. In the theoretical framework, we suggested that the endorser's persuasiveness would significantly affect purchase intention of high-involvement products in different ways according to the type of endorsers and the stage in a product life cycle. This research also revealed that social influence and consumer knowledge of the health care product are two significant moderators that affect consumers’ purchase intention.
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