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消费者对广告效果的感知与行为反应在当今日益发展的市场竞争中，广告的作用愈发重要。
然而，广告效果的产生首要取决于消费者对其的感知与行为反应。
因此，对于每个广告商来说，需要不断研究消费者对广告的感知与行为反应，以此来提高广告效果，从而在市场竞争中取得更大的优势。
一、消费者对广告效果的感知1.广告信任度消费者对广告的信任度直接影响到其对广告效果的感知。
当消费者信任广告，并对其内容产生了产生兴趣，他们将对广告的信息和产品进行更深入的了解和探究，从而提升广告效果。
2.广告针对性广告针对性是指广告能否针对相应的受众群体，在实际的市场营销中广告往往会根据目标受众的特性而定向制定。
在这个过程中，广告商需要了解目标受众的年龄、性别、经济状况、购买力以及消费习惯等信息，然后将广告内容定位在目标受众的需求和兴趣点上。
3.广告知名度广告知名度是指广告在目标受众群体中的知名程度。
广告知名度高的广告，可以获得更多的暴露度和关注度，从而对广告效果产生积极的影响。
二、消费者对广告的行为反应1.消费者自身的认知差异消费者自身的认知差异会导致对同一广告在行为上的不同反应。
如，年龄、性别、教育程度、文化背景等均会影响消费者对广告的理解和反应，从而影响广告效果的实现。
2.广告的表现形式广告的表现形式对消费者的行为反应产生着不同的影响。
例如，在影视广告当中，不同的广告时间、广告位置、广告时长、广告内容和广告人设等因素都会对观众产生不同程度的行为反应。
3.广告传达的信息广告所传达的信息是影响消费者静态反应的重要因素之一。
消费者通常会根据广告的传达信息来判断产品的特点和优势，从而产生不同的行为反应。
若广告所传达的信息与消费者的购买需求和兴趣点不符，则可能会导致购买率的下降。
三、结语在当今市场竞争日益激烈的环境中，对广告效果的高效利用将会成为企业取得市场竞争优势的关键所在。
消费者对广告的感知与反应直接影响着广告效果的实现，因此，企业需要充分了解和研究消费者的需求和兴趣点，进行有效的广告设计和营销策略，以实现更好的广告效果和营销回报。
广告与消费者购买行为心理机制广告是商业领域中一种重要的宣传手段，通过向消费者传递产品信息和价值观念，激发其购买欲望，引导其购买行为。
而消费者的购买行为受到心理机制的影响，包括认知、情感和行为三个方面。
本文将从这三个角度探讨广告对消费者购买行为的心理影响机制。
一、认知心理机制1. 信息加工广告通过呈现吸引人的图像、文字和声音，引导消费者的注意力，并向其传递产品信息。
消费者在接收广告信息时，会进行信息加工，包括感知、注意、理解和记忆等过程。
广告中的图像和文字的色彩、排版、表现形式等因素，会影响消费者对广告的感知和注意。
同时，广告中的语言表达和信息结构的逻辑性，也会影响消费者对广告信息的理解和记忆。
2. 影响认知态度和信念广告往往通过对产品的描述和产品与消费者之间的关联，形成认知态度和信念，进而影响消费者对产品的评价和购买决策。
广告中的产品信息和特点的呈现方式，以及广告背后蕴含的情感和价值观念，会引发消费者对产品的认知态度和信念的形成。
二、情感心理机制1. 情感激发和情感传播广告往往通过情感化的表现手法，激发消费者的情感共鸣，使其产生积极的情感体验。
广告中采用的音乐、配乐、色彩和形象等元素，以及广告背后所传递的情感和故事，都会引发消费者情感的激发和传播，进而对其购买决策产生影响。
2. 营造品牌情感广告在塑造品牌形象和品牌价值观念方面起着关键作用。
广告通过情感化的表现手法，塑造品牌的个性、人性化和情感化形象，为消费者提供情感认同的对象。
消费者对品牌的情感认同，会增加其对品牌产品的偏好度和购买意愿。
三、行为心理机制1. 激发购买欲望广告通过对产品的描述、产品特点的强调、产品的使用情景的展示等手法，激发消费者的购买欲望。
广告中的诱人呈现和产品的美好期待，会促使消费者对产品产生向往和渴望，进而引发其购买行为。
2. 引导购买决策广告往往通过提供优惠促销信息、比较分析和客户评价等方式，引导消费者对产品进行决策。
广告中的促销活动和产品优势的突出，会提高消费者购买的决策效果，加速购买过程。
消费者对广告内容的认知与反应在当今这个信息爆炸的时代，广告无处不在，充斥着我们生活的方方面面。
从电视、报纸到互联网、社交媒体，广告以各种形式试图吸引我们的注意力，影响我们的消费决策。
然而，消费者对于广告内容的认知和反应却并非总是如广告商所期望的那样。
这就引出了一个值得深入探讨的问题：消费者究竟是如何看待广告内容的，他们的反应又受到哪些因素的影响？首先，消费者对广告内容的认知程度很大程度上取决于他们的注意力和兴趣。
在信息过载的环境中，消费者往往只会关注那些与他们自身需求、兴趣相关的广告。
例如，如果一个消费者正在计划购买一辆汽车，那么汽车广告就很可能引起他的高度关注，他会仔细研究广告中关于车型、性能、价格等方面的信息。
相反，如果一个消费者对某个产品或服务毫无兴趣，那么即使广告再精彩，也很难引起他的注意。
广告的可信度也是影响消费者认知的一个重要因素。
消费者通常更倾向于相信那些真实、客观、有可靠来源的广告信息。
如果广告中存在夸大其词、虚假宣传或者模糊不清的表述，消费者很容易产生怀疑和不信任感。
比如，某些保健品广告声称可以“包治百病”，这种明显夸大的宣传往往会让消费者觉得不可信，甚至产生反感。
消费者的个人经验和知识背景同样会影响他们对广告内容的理解和判断。
对于具有丰富相关产品知识和购买经验的消费者来说，他们能够更敏锐地识别广告中的虚假信息，并且能够根据自己的经验对广告所宣传的产品或服务进行评估。
而对于缺乏相关知识和经验的消费者来说，他们可能更容易受到广告的影响，甚至可能被一些误导性的信息所左右。
此外，广告的呈现方式也会对消费者的认知产生影响。
生动、形象、富有创意的广告往往更容易吸引消费者的注意力，并且能够更有效地传达信息。
比如，一则通过精彩动画展示产品功能的广告，可能比单纯的文字描述更能让消费者理解和记住产品的特点。
同时，广告的播放渠道和时间也会有所影响。
在黄金时段播放的广告可能会比在深夜播放的广告获得更高的关注度。
广告与消费者行为了解消费者行为对广告的影响广告与消费者行为：了解消费者行为对广告的影响在当今市场竞争激烈的商业环境中，广告成为了企业宣传推广的一种重要手段。
然而，广告的效果直接受到消费者行为的影响。
了解消费者行为对广告的影响不仅对企业制定正确的市场策略具有重要意义，也可以提高广告的投放效果和消费者的满意度。
一、消费者行为是广告效果的核心因素消费者行为指的是消费者在购买产品或服务的过程中所展现出的行为方式和决策过程。
消费者购买行为的决策受到多种因素的影响，其中广告是重要的推动因素之一。
然而，消费者对广告的反应和行为表现却是因人而异的。
二、消费者行为对广告的影响因素1. 文化因素：消费者行为受到所处社会文化环境的影响。
不同文化背景的消费者对广告的理解和接受程度存在差异。
2. 个人特征：消费者的年龄、性别、教育水平和个体差异等个人特征会影响对广告的态度和行为反应。
3. 经济因素：消费者的经济状况和购买能力会影响其对广告的接受程度和购买决策。
4. 心理因素：消费者的心理需求和感知机制也会对广告的效果产生重要影响，例如情感诱导、情绪激发等。
5. 社交因素：消费者行为受到他人观点和社交影响的影响，亲友的推荐和社交网络上的评论都会对广告的接受度产生影响。
三、消费者行为对广告的影响方式1. 信息获取与对比：消费者在购买决策前往往通过广告获取有关产品或服务的信息，并在不同广告之间进行对比，以选择最适合自己需求的商品。
2. 广告态度与购买意愿：消费者对广告的态度和信任程度会直接影响其对广告所推销的产品的购买意愿。
3. 品牌认知与忠诚度：消费者对广告所宣传的品牌和产品的认知程度会影响其对品牌的忠诚度和持续购买行为。
4. 反馈与共享：消费者通过评论、转发广告内容等形式，向他人传递自己的消费经验和观点，从而影响其他消费者对广告的接受度和决策过程。
四、提高广告效果的策略了解消费者行为对广告的影响，企业可以采取一些策略来提高广告的效果，增加消费者的购买意愿和满意度。
广告心理学之消费者知觉、注意及其意义广告是现代市场营销中的重要手段，它通过影响消费者的知觉和注意力，激发消费欲望，诱使消费者购买产品或服务。
以下将探讨广告心理学中消费者的知觉和注意力，以及它们在广告效果中的重要意义。
消费者的知觉是指感知和意识到外部刺激的过程。
广告通过设计独特而引人注目的视觉元素，如鲜艳的颜色、吸引人的图像和创新的布局，以引起消费者的注意。
消费者经常会被各类广告所包围，因此广告需要让产品在众多竞争者中脱颖而出。
通过引起消费者的知觉，广告能够在消费者的心智空间中留下深刻的印象，并与产品品牌紧密联系起来。
消费者的注意是指在感知过程中，选择性关注某些信息并忽略其他信息的能力。
广告通过使用各种吸引注意力的方式，如视觉吐司、声音和运动效果，以及与消费者的情感相关的元素，如幽默、情感和情感相关的情节等，吸引和保持消费者的注意力。
广告还可以利用悬念、冲突和矛盾等元素引发消费者的好奇心，激发他们继续关注广告内容。
消费者的知觉和注意力在广告效果中具有重要意义。
首先，它们是广告传达信息的关键途径。
只有引起消费者的知觉和注意力，广告才能成功地向消费者传递产品的特点、优势和价值，以及品牌的形象和理念。
其次，它们对于建立品牌认知和记忆至关重要。
当消费者对广告内容产生强烈的知觉和注意时，他们更有可能将广告与产品品牌牢牢地联系在一起，并在购买时考虑这个品牌。
最后，它们还对广告的传播效果和销售业绩产生重要影响。
广告若未能引起消费者的知觉和注意，即使在传播范围广泛的情况下，其传播效果将大打折扣，对于推动销售业绩的作用也会大大削弱。
在广告策划和创意设计过程中，需要综合考虑消费者的知觉和注意力。
广告需要具备独特性、吸引力和亲和力，以引发消费者的知觉和注意。
此外，广告还应有针对性地满足消费者的需求和引起他们的情感共鸣，以增强广告的影响力。
通过深入了解消费者的心理特点和行为习惯，广告人可以应用相关的心理学理论和技巧，更好地利用消费者的知觉和注意力，从而提高广告效果，促进产品销售。
消费者心理对广告效果的影响分析一、引言广告作为商业宣传的一种方式，在现代市场经济中扮演着重要的角色。
然而，广告效果与广告投入之间并不总是呈正相关关系。
事实上，广告有时会被视为徒劳无功。
这也就引出了一个重要问题：消费者对广告的接受和反应对广告效果有何影响？本文将从消费者的心理角度出发，探讨消费者心理对广告效果的影响。
二、消费者心理的影响因素在研究消费者心理对广告效果的影响之前，我们必须了解消费者心理的影响因素。
消费者的心理因素主要包括：需求、兴趣、态度、价值观、个人特征等。
下面将分别进行讲解：1.需求消费者的需求是购买商品的最基本动机。
通过满足消费者对产品的需求，广告可以实现其宣传目标。
但是，绝非所有形式的需求都可以在广告宣传中实现。
如果广告宣传与消费需求不匹配，消费者有可能会感到反感，甚至对广告进行忽略、排斥或抵制。
2.兴趣消费者的兴趣决定了其关注特定领域的程度。
如果广告可以激起消费者的兴趣，消费者就会对这种广告进行关注和接受，从而促进广告宣传的效果。
3.态度消费者的态度是由其对商品或服务的认知和评价决定的。
良好的态度可以使消费者对广告进行认同和接受。
而消极的态度则会让消费者对广告产生抵触心理，并影响其消费行为。
4.价值观消费者的价值观是建立在其观念、信仰、价值等方面的基础之上的。
广告宣传可以调动消费者的价值观情绪，让消费者在购买行为中选择更符合其价值观的商品。
5.个人特征个人特征包括消费者的性别、年龄、教育水平、职业等因素。
这些特征的不同可能会导致消费者对广告进行不同程度的接受和对商品进行不同程度的选择。
三、消费者心理对广告效果的影响消费者心理对广告效果的影响是复杂而多变的，涉及多种心理因素和影响机制。
以下是一些具体的探讨：1.认知偏差认知偏差指误导消费者对某种广告所宣传的商品类别、商品属性或价值等认知偏误的现象。
消费者在面对这种广告时，可能产生消极情绪，从而对商品进行反感。
因此，广告宣传不应使用虚假或夸大的手段，避免徒增顾虑并降低信任度。
消费者行为对广告效果的影响在当今竞争激烈的市场中，广告成为企业吸引消费者、推广产品的重要手段。
然而，消费者行为对广告的接受程度和效果有着重要的影响。
消费者的行为决定了广告的触达率、认知程度以及消费决策的形成，因此，了解并掌握消费者行为对广告效果的影响，对于企业实施有效广告策略至关重要。
首先，消费者行为对广告触达率和认知程度产生直接影响。
在信息爆炸时代，消费者面对众多广告信息，选择性接受的能力变得尤为重要。
根据研究，消费者更倾向于选择那些与自己需求相关、具有视觉吸引力的广告。
此外，消费者的关注度和接触频率也决定了广告的认知程度。
消费者会对那些频繁出现在视线中的广告产生更高的记忆度和认知度，而对于难以引起关注的广告则可能忽略甚至直接忘记。
因此，企业在制定广告策略时要注意通过精准选择广告平台、创造性地设计广告内容以及提高广告曝光频率，以增加广告的触达率和认知度。
其次，消费者行为对广告效果的形成和消费决策起着关键作用。
广告的最终目标是引导消费者进行购买行为，而消费者的行为决策受到广告影响的程度取决于多种因素。
首先是广告的信任度和可信度。
消费者会更加相信那些来自可靠来源和具备专业认证的广告，而对于虚假夸大、没有证据支持的广告则抱有怀疑态度。
因此，企业需要加强广告信息的真实性和可靠性，建立品牌信任度，以增加消费者对广告的信任，从而影响消费决策。
其次是广告的情感诱导。
消费者的购买决策往往受情感因素的影响，而广告正是通过情感诱导来激发消费者的购买欲望。
巧妙地运用情感元素，如温馨、幽默、感动等，可以促使消费者与广告建立情感连接，增加购买的意愿。
再次是消费者的认知偏好。
消费者对广告的喜好和认知偏好决定了广告的接受程度和效果。
因此，企业应该深入调研目标消费者的偏好，了解他们的需求、价值观和购买习惯，有针对性地设计广告内容，以提高广告的接受度和效果。
最后，消费者行为对广告的传播和口碑效应产生重要影响。
随着互联网的发展，消费者通过社交媒体、评论平台等渠道进行广告传播和信息共享的能力大大增强。
消费者心理对产品广告效果的影响随着市场竞争的日益激烈，广告已成为企业推广产品，树立品牌形象的重要手段。
而消费者心理是影响广告效果的重要因素之一。
本文将探讨消费者心理对产品广告效果的影响，并分析相关的心理机制。
一、认知心理的影响认知心理指的是消费者对广告短文进行思考、分析和解释的过程。
在这个过程中，消费者通过对广告信息的接收和加工来形成对产品的认知和印象。
首先，消费者的注意力受到一定的限制，只有那些与其需求、兴趣相匹配的广告才会引起消费者的注意。
因此，广告设计需要具备独特的视觉元素和吸引人的标题，以吸引目标消费者的眼球。
其次，消费者对广告信息的加工和理解也会影响其对产品广告的认知效果。
消费者更倾向于接受简单易懂的广告信息，因为这样能够降低他们的认知负荷并提高广告信息的记忆度。
因此，广告设计师需要通过简洁明了的语言和图像来传达产品的核心卖点。
最后，消费者对广告信息的解释和评估将直接影响其对产品的意愿和决策。
消费者在接收广告信息后会主观地解释和评估，根据自身的认知、态度和价值观来决定是否愿意购买产品。
因此，广告应该通过创造性、情感化的表现方式来引发消费者的共鸣，激发他们的购买欲望和情感需求。
二、情感心理的影响情感心理是消费者对广告情感体验的反应，也是他们对产品广告效果产生重要影响的因素之一。
首先，广告可以通过情感化的方式触发消费者的情感共鸣，使其产生积极的情感体验。
正面的情感体验能够有效地促进消费者对产品的喜爱和认同，增加其购买意愿。
例如，广告中适度运用幽默、温馨、感人的情感元素，能够打动消费者的心弦，进而产生较好的广告效果。
其次，情感心理还与消费者的品牌态度和忠诚度息息相关。
精心设计的广告可以在消费者心中建立积极的品牌形象，培养消费者对品牌的好感和信任，在市场竞争中获得更多的优势。
因此，广告应该注重品牌的情感传递，通过与消费者情感需求的契合来增强品牌的影响力。
最后，情感因素还会在消费决策阶段起到重要作用。
广告心理学之消费者知觉、注意及其意义在广告心理学中，消费者的知觉和注意力起着至关重要的作用。
消费者的知觉是指人们对于外界刺激的感知和理解能力，而注意力是指人们在众多刺激中选择并集中关注某一特定刺激的能力。
理解消费者知觉和注意力的重要性对于广告的成功至关重要。
首先，消费者的知觉对于广告的成功与否至关重要。
消费者对于广告中的信息进行感知和理解，决定了他们对于产品或服务的态度和购买行为。
广告中的关键信息，如产品的特点、优势、使用方法等，需要消费者能够准确地感知和理解。
因此，在设计广告时，必须考虑消费者的知觉特点，通过有效的传播方式和明确的表达，使消费者能够准确地感知到广告中的核心信息。
其次，消费者的注意力对于广告的成功与否同样至关重要。
在现代社会，人们面对着大量的广告信息，每天都会遭受数以百计的广告刺激。
在这样的情况下，消费者的注意力成为稀缺资源。
因此，广告必须能够吸引消费者的注意力，引起他们的兴趣和关注。
通过使用吸引人的图像、独特的创意、有趣的故事等方式，激发消费者的兴趣，让他们愿意探索广告中的内容。
同时，广告的内容和表达方式也需要简洁明了，避免使消费者感到厌倦或困惑，从而失去关注。
最后，了解消费者的知觉和注意力对于广告人员在广告策划和传播方面具有重要意义。
通过了解消费者的知觉特点和注意力机制，广告人员可以更准确地把握消费者的需求和心理，从而更好地设计和传播广告。
消费者的视觉、听觉、触觉等感知通道的特点，以及对于新奇、熟悉、突出的注意偏好，都可以用来优化广告的设计和传播策略，提高广告的吸引力和效果。
总之，消费者的知觉和注意力是广告心理学中非常重要的概念。
了解消费者的知觉和注意力特点，对于设计和传播成功的广告至关重要。
通过合理的引导消费者的知觉和引起他们的注意力，广告人员可以更好地与消费者建立联系，传递产品或服务的价值和优势，促使消费者做出购买决策。
消费者的知觉和注意力在广告心理学中有着广泛的应用。
在广告策划和传播过程中，了解消费者的知觉和注意力机制，能够帮助广告人员更好地调整广告的设计和传播策略，提高广告的效果和吸引力。
电大广告心理学期末考试试题库资料参考小抄一、单项选择1.以下学者中，提出广告工作应发展成一门科学和心理学见解的是（不）A. H.盖B. W.D.斯科特C. H.闽斯特伯格D. 特里斯曼2．个体表现出对恐惧或感到威胁的刺激倾向于回避、阻滞或反应缓慢，叫做（A ）A.知觉防御B.知觉的超负荷C.选择的感受性D.知觉的整体性3．由“桌子”联想到“椅子”在联想规律上属于（的）A.对比律B.因果律C.相似律D.接近律4．马斯洛认为，人类最高级的需要是（D ）A.生理的需要B.安全的需要C.爱与归属的需要D.自我实现的需要5．产品的安装和保证在产品概念上属于（C ）A.核心产品B.有形产品C.附加产品D.以上都不是6．米勒的实验研究表明，短时记忆的容量大约为（C ）A.5±2B.6±2C.7±2D.8±27.“需要层次理论”认为人的社交的需要属于( C )B．自我实现需要 B.尊重需要 C.爱与归属需要 D.安全需要8.感受性与感觉阈限之间成__________关系。
( B )A.正比B.反比C.无关D.不确定9.“爱屋及乌”属于___________效应。
（C ）A.模特效应B.移情效应C.光环效应D.投射效应10.一个人由于缺乏水分而感觉到渴，这是_____的表现；而当一个人想要喝一杯果汁来解渴，这是_____的表现（A ）。
A.需要；动机B.动机；需要C.需求；动机D.需要；需求11.当消费者需要某种商品时，“物美”和“价廉”不可兼得，所以就会在同类商品的两个甚至多个品牌间进行比较，这种现象属于（A ）A.双趋式冲突B.双避式冲突C.趋避式冲突D.双重趋避式冲突12、下列不属于注意的功能的是：（D ）A 选择功能B 维持功能C 调节功能D 改变功能13、下列品牌或广告没有利用经典条件反射理论的是：（C ）A 日本三菱株式会社“三菱”商标用于它的所有产品B 步步高音乐手机广告中的背景音乐C 淘宝商城D 名人代言的品牌或广告14、下列属于态度中的自我防御功能的广告语或谚语的是：（B ）A 美特斯邦威，不走寻常路B 吃不到葡萄说葡萄酸C 衡水老白干，喝出男人味D 淘宝商城，淘啊淘啊淘15、下列属于刺激物的变化和活动的例子是：（B ）A 广告商利用烂尾楼打出巨幅广告B 路边闪烁的霓虹灯C 众多彩色广告中的单色广告D 欲知后事如何，且听下回分解16、下列广告语不属于情感诉求的是：（A ）A 不用吞服的安眠药B 更多选择，更多欢笑，就在麦当劳C 为了孩子，请戒烟D 孔府酒家，叫我想家17.属于增强广告视觉刺激的方法的是：( B )A、利用悬念与奇想B、合理运用色彩C、提出鲜明口号D、增强刺激物的强度18.认识、情感和意志都是心理过程。
The Influences of Perceived Value on Consumer Purchase Intention: The Moderating Effect of Advertising EndorserDr. Hsinkuang Chi, Nanhua University, TaiwanDr. Huery Ren Yeh, Shih Chien University, Kaohsiung, TaiwanYi Ching Tsai, Graduate Student, Nanhua University, TaiwanABSTRACTAdvertising endorser is one of the major marketing strategies for advertisers. Advertising endorser can fast build brand recognition and help consumers to understand functions and characteristics of a product or a service. In the end, consumers will memorize the product/service and produce purchase intention. The study aims to explore the effects of advertising endorser on perceived value and purchase intention. Totally, 450 copies of questionnaires were dispatched and the effective response rate was 90%. The results show that (1) perceived value is significantly affected to advertising endorser, (2) advertising endorser is significantly affected to purchase intention, (3) perceived value is significantly affected to purchase intention, and (4) advertising endorser has no moderation effect between perceived value and purchase intention.Keywords: Advertising Endorse, Perceived Value, Purchase Intention, ModerationINTRODUCTIONIn the hyper competitive marketing environment, if a product or a service wants to be fast known to consumers, it must rely on advertising campaigns to make consumers memorize product messages. However, a consumer contacts a lot of advertisings in a day. Hence, which advertising methods can really cat ch consumers’ preference and influence their buying decision is important to business advertisers. It appears that advertising endorser is one of important methods that attract many business advertisers’ attention. Advertising endorsers are often famous ce lebrities or experts who hold expertise, awareness and attractiveness. They can transmit product messages to catch consumers’ eyesight in a short time and further enhance consumer purchase intention. Thus, advertising endorsers become one of major advertis ers’ advertising strategies in their advertising plans. Endorsers must be reliable and have positive characteristics that relate with a product or a brand. So, business advertisers must evaluate whether an endorser’s image matches with a product image and choose one advertising endorser. In other words, if an endorser can connect well with a product, it can intensify consumers’ memory on brand awareness and image of a product. Miciak and Shanklin (1994) pointed out that a celebrity’s exposure rate can stimulate consumers’ familiarity on a product. When consumers’ familiarity of a product increases, consumers’ confident and their product preferences and attitudes on will also rise. Therefore, the aims of this study are to explore whether advertising endorser has a positive effect on perceived value, whether advertising endorser has a positive effect on purchase intention, whether perceived value has a positive effect on purchase intention, and whether perceived value has moderation effect between perceived value and purchase intention.LITERATURE REVIEWAdvertising EndorserIn order to make consumers to memorize products, business advertisers often use famous celebrities or experts to share their expertise and experience to promote a product or a service. Advertising endorsers can produce a recommendation and endorsement effect and build customers’ reliability and purchase intention. In addition, when selling a product, it can not only depend on whether a product is good or bad or focus on price to appeal cu stomers’ attention. Rather, it should apply advertising endorsers to recommend and promote a product in order to makedifferential product image and influence consumers purchase behavior. Thus, endorsement marketing is able to give a product new image and extra experience to customers and further increase product recognition (MacInnis, Rao, & Weiss, 2002; Laffery & Goldsmith, 1999; Goldsmith, Lafferty, & Newell, 2000).Over the past twenty years, celebrity recommendation advertising increased tremendously (Hsu & McDonald, 2002). According to an adverting magazine in the U.S., among billions US dollar of TV commercial advertising spending, about 10% were paid to famous celebrities. It shows that most advertises like to use celebrities to promote their product s. Indeed, celebrities do have powerful attractiveness. Celebrity advertising can transfer a celebrity’s attitude and feeling from consumers to a product (Chi, Yeh, & Huang, 2009), and endorsers’ credibility can also influence consumer purchase intention (Ohanian, 1990, 1991; Laffery & Goldsmith, 1999; Bower & Landreth, 2001; Chi, et al., 2009). Adverting endorser’s credibility can be divided into three dimensions: expertise, credibility, and attractiveness (Ohania, 1990). When advertising endorsers have abundant professional knowledge and experience, their influence on purchase intention is more important than attractiveness and credibility (Chi, et al., 2009). Moreover, the interaction between endorser’s image and a product will affect an endorser’s credib ility (Chi, et al., 2009). Freiden (1984) suggested that celebrity attractiveness is best suitable to appeal consumer awareness. Maddux & Rogers (1980) commented that expert recommendation can attract consumers’ trust on a product, and advertising effects come from advertising endorser’ image and trustable persuasion. A high persuasive advertising endorser can stimulate consumer purchase intention and promote brand recognition and product value. Therefore, an advertising endorser’s behavior will affect cons umers’ recognition and image of an endorser and their purchase intention.Perceived ValueDodds and Monroe (1985) proposed that the relationship model of price, quality and perceived value and mentioned that perceived value is an important factor in cons umers’ purchasing decision process, and consumers will buy a product with high perceived value. Dodds and Monroe (1985) and Zeithaml (1988) contended that consumers will evaluate what they give and what they get in their subjective perception when they are buying a product/service. According to Utility Theory, the probability of purchase intention will increase, when consumers acquire more benefits than they pay for a product (Dickson & Sawyer, 1990). Thaler (1985) also considered that perceived value is an important antecedent to influence consumer purchase intention because it is the composition of transaction utility and acquisition utility.Swait and Sweeney (2000) used logic models to analyze the influence of customer perceived value on consumer purchase intention in retailing industry and found that different perceived value customers have different purchase behavior. In fact, many researchers considered perceived value an important factor for marketing companies (Chen and Quester, 2006; Cornin et al., 2000; Pura, 2005). It is because perceived value can be a differentiation and competitiveness to a company. (Treacy & Wiersema, 1993; Heskett et al., 1994; Ravald & Gronroos, 1996). Furthermore, consumer can transfer their attitudes and feelings from an advertising endorser to product and create perceived value. Thus, if consumers can receive trustworthy perceived value in the process of product/service consumption, it will create a good brand image, loyalty, profit and competiveness to a business.Purchase IntentionA consumer’s attitude and assessment and external factors construct consumer purchase intention, and it is a critical factor to predict consumer behavior (Fishbein & Ajzen, 1975). Purchase intention can measure the possibility of a consumer to buy a product, and the higher the purchase intention is, the higher a consumer’s willingness is to buy a product (Dodds, et al., 1991; Schiffman & Kanuk, 2000). Purchase intention indicates that consumers will follow their experience, preference and external environment to collect information, evaluate alternatives, and make purchase decision (Zeithaml, 1988; Dodds et al., 1991; Schiffman & Kanuk, 2000; Yang, 2009).Chi, et al., (2009) proposed that an advertising endorser’s popularity, expertise, and at tractiveness can appeal consumers’ eyesight in a short time and increase purchase intention. Anand, Holbrook, and Stephens (1988), and Laroche, et al. (1996) also testified that advertising endorser’s exposure rate can change consumer preference and attitude and promote purchase intention. Advertising endorser can utilize TV commercials or Newspaper or magazineadvertisings to enforce a product’s exposure rate and consumers’ brand attitude and knowledge to elevate purchase intention (Miciak & Shanklin, 1994). MacInnis, et al. (2002) considered that endorser marketing can give an endorsed product a brand new image and advance consumer purchase intention. Moreover, consumers’ brand attitude and purchase intention will be higher when a product has high preference image and familiarity (Kamins & Marks, 1991; Laroche, et al., 1996). Wang (2006) used brand image as independent variable, product category as moderator, and purchase intention as dependent variable and found that the higher the brand image is, the higher the purchase intention is. Fournier (1998) discovered that if a brand provides product functions that meet consumers’ need, consumers will produce psychological associations and an irreplaceable relation with the brand which they will subjectively maintain interaction with the brand and raise their purchase intention accordingly.Furthermore, consumer purchase intention comes from consumers’ perception on benefits and values acquisition, and it is a important key to predict consumer purchase behavior. Monroe and Krishnan (1985) submitted that perceived value and perceived quality will influence purchase intention, and the more perceived value and perceived quality, the higher purchase intention is. Zeithaml (1988) also suggested that the higher perceived value is, the higher purchase intention is. Therefore, the study proposed hypotheses as follows:H1: Advertising endorser will be significantly and positively affected to perceived value.H2: Advertising endorser will be significantly and positively affected to purchase intention.H3: Perceived value will be significantly and positively affected to purchase intention.H4: Advertising endorser will moderate the relationship between perceived value and purchase intention.RESEAECH METHOLODGYResearch FrameworkAccording to motivation and purposes of the research and literature reviews on above, the study proposes the research framework as shown in Figure 1. It shows that perceived value as independent variable, purchase intention as dependent variable, and advertising endorser as moderating variable.Figure 1: Research FrameworkQuestionnaire Design and SamplingTotally, 27 questions are in the questionnaire. All measurement scales follows relative literature reviews. The study adopts 7-Likert point scale from 7 to 1 representing strong agree, agree, somewhat agree, no opinion, somewhat disagree, disagree, strong disagree. The study adopts convenience sampling to collect data and applies SPSS17.0 to analyze data. 450 copies of questionnaires are dispatched and 420 copies are returned. Excluding 12 invalid copies, 408 copies of questionnaires are used for data analysis. Thus, the effective response rate is 90%.RESULTSSampleThe characteristics of samples are stated as follows: 202 participants are male (49.5%) and 206 are female (50.5%). 52.2% of sample’s age is between 21 and 30, and 28.9% is between 31 and 40. 145 respondents (35.5%) are married, 263 (64.5%) is single, and 44.1% are college educated. 22.3% of samples earns income between NT$20,001 and NT$30,000 per month, and 17.6% is between NT$30,001 and NT$40,000 per month.Reliability and Correlation AnalysisThe study adopts Cronbach’s α to measure the internal consistence reliability of the questionnaire. The results show that Cronbach’s α of perceived value, advertising endorser, and purchase intention is 0.907, 0.877, and 0.863 respectively. It indicates that the design of the questionnaire has a high internal consistence. In addition, the study uses Pearson’s correlation coefficient to measure the correlation between dimensions and the results reveal that perceived value is positively correlated with advertising endorser (r=0.609), advertising endorser is positively correlated with purchase intention (r=0.690), and perceived value is positively correlated with purchase intention (r=0.727).Regression AnalysisAs shown in Table 1, the results indicates that advertising endorser is significantly and positively affected to perceived value (β=0.611, R2=0.387, Adj.R2=0.378, p<0.001). Thus, hypotheses H1 is sustained. Advertising endorser is significantly and positively affected to purchase intention (β=0.689, R2=0.501, Adj.R2=0.493, p<0.001). It demonstrates that hypothesis H2 is supported. Moreover, perceived value is significantly and positively affected to purchase intention (β=0.720, R2=0.538, Adj.R2=0.531, p<0.001). It represents that perceived value has a significant influence on purchase intention, and therefore, H3 is sustained.Moderation TestAs shown in Table 1, the study uses hierarchical regression analysis to examine the moderating effect, and in order not to be influenced by the exogenous variables, the study controls demographic following variables: gender, age, education, income, and vocation. The results in Model 3 and Model 4 show that dependent variable (perceived value, β= 0.720) and moderating variables (advertising endorser, β= 0.689) are significantly affected to dependent variable (purchase intention) respectively. In addition, the results in Model 5 reveal that independent variable (perceived value, β= 0.472) and moderating variable (advertising endorser, β= 0.401) are significantly affected to dependent variable (purchase intention). However, in Model 6, the interaction effect between perceived value and advertising endorser is not significant to purchase. Therefore, hypotheses H4 is not supported. It signifies that consumers will not produce purchase intention because of the interaction effect between perceived value and advertising endorser.Table 1: Hierarchical Regression of Brand Image and Advertising Endorser on Purchase IntentionModel 1 Model 2 Model 3 Model 4 Model 5 Model 6PI PV PI PI PI PI Control VariablesGender 0.187 0.023 0.049 0.057 0.046 0.047Age -0.246 -0.131a-0.091 -0.186 -0.124b-0.122b Vocation -0.005 0.001 -0.064 -0.015 -0.015 -0.015 Education -0.049 -0.095a0.010 -0.067 -0.022 -0.022 Income 0.064 0.095 0.025 0.096 c0.051 0.045 Independent VariablePV 0.720c0.472c0.471c Moderating VariableAE 0.611c0.689c0.401c0.412cInteraction EffectPV*AE 0.028Max VIF 1.800 1.800 1.811 1.800 1.821 1.875F-value 2.229 42.146c77.770c67.012c100.461c87.929cR20.027 0.387 0.538 0.501 0.637 0.638 Adj. R20.015 0.378 0.531 0.493 0.631 0.631N 408 408 408 408 408 408Note: 1. a =p<0.05；b=p<0.01；c=p<0.0012. PV= perceived value; AE= advertising endorserCONCLUSION AND SUGGESTIONThe results of the study reveal that when consumers buy a product, they will compare it. A product with a good brand image can make consumers have a high level satisfaction and confidence to purchase it. The higher perceived value is the higher purchase intention is. In the mention, consumer can obtain trustworthy perceived value through advertising endorser’s recommendation and endorsement and a company can therefore increase its com petiveness. The influence of advertising endorser on consumers is through an idol or a celebrity to market a product. Advertising endorser can connect product value by deepening consumers’ impression and transfer their feelings on a product/service. So, it is suggested that business advertisers hire a high credibility endorser (an idol or a famous athlete) to promote their products in order to advance consumer purchase intention. 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