| Fierce global competition and the ongoing development of mass media make celebrity endorsement an increasingly preferred choice of enterprises. Proper use of celebrity endorsement can make products or brands rapidly win consumers' recognition, enter into the market and arouse extensive attention. However, there's great risk behind celebrity endorsement. The mismatch between celebrity and product, or celebrity's scandals, will all cause great loss to enterprises. In recent years, the developmet of newspapers, radio, TV and internet makes celebrity endorsement unprecedentedly close to people's life. Therefore, a good choice of celebrity is important both theoretically and practically.First, this paper starts from relevant models, theories and hypothesis of source credibility, making a systematic review of the measurement of ad effectiveness, product involvement and their relationship. Then, rectify the scale according to the results of interviews and pre-research. Using SPSS as the analytical tool, this paper tests the factor structure of source credibility model, ad effectiveness and product involvement. And then makes further analysis of their relationship and its change under different involvement conditions. The main conclusions of this paper are as follows,1. Confirmed the five-factor structure of source credibility model.2. Morality has a positive impact on attitude towards ad through the total medium effect of "trustworthiness".3. Attitude towards ad has positive impact on purchase intention through the partial medium effect of brand attitude.4. Through regression, found the sequence of positive impact on attitude towards ad as congruence, perceived expertise, attractiveness, trustworthiness.5. There's relationship between product category and product involvement.6. Under the high involvement condition, only congruence and perceived expertise have positive impact on attitude towards ad; while under the low involvement condition, congruence, attractiveness and trustworthiness have positive impact on attitude towards ad. |
