THE RELATIONSHIPS AMONG SELF-CONGRUITY, CELEBRITY ENDORSER'S CREDIBILITY AND PURCHASE INTENTION IN E-COMMERCE INDUSTRY

The purpose of this study is to investigate the relationship between celebrity endorsers' source credibility, self-congruity concept and consumer purchase intention in the Vietnam electronic commerce context by using data surveyed 223 Ho Chi Minh citizens who once saw an advertisement featuring...

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Bibliographic Details
Published inInternational journal of information, business and management Vol. 10; no. 4; pp. 138 - 150
Main Authors Nguyen, Khai T N, Huynh, Hien T T
Format Journal Article
LanguageEnglish
Published Chung-Li Educational Research Multimedia & Publications 01.11.2018
Subjects
Advertising
Brand image
Celebrities
Consumer attitudes
Consumer behavior
Consumers
Credibility
Electronic commerce
Endorsements
Marketing
Mathematical models
Perceptions
Purchasing
Retail stores
Self image
Shopping
Target recognition
Trustworthiness
Vietnam
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Summary:The purpose of this study is to investigate the relationship between celebrity endorsers' source credibility, self-congruity concept and consumer purchase intention in the Vietnam electronic commerce context by using data surveyed 223 Ho Chi Minh citizens who once saw an advertisement featuring celebrity endorsers of an electronic commerce company. Testing the proposed structural model by Structural Equation Modeling (SEM), the results confirm that there are other indicators that encourage a consumer to purchase products beside the major elements of source credibility model (attractiveness, expertise and trustworthiness). Self-congruity and its relationship with source credibility have considerable contribution to consumer purchase intention that were relatively overlooked in prior studies. Practically speaking, the results suggest the companies related to electronic commerce that apply endorser strategies to their marketing campaigns, importantly, should employ celebrities who have ability to embody and effectively transfer company brand image to their target customers.
ISSN:2076-9202
2218-046X