The endorser's persuasiveness on the purchase intention of high-involvement products : a comparison between a newly launched product and a mature one

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.