[[alternative]]THE INFLUENCE OF CELEBRITY ENDORSER AND SALES PROMOTION ON PRODUCT EVALUATION--THE MEDIATING EFFECT OF PERCEIVED RISK

[[abstract]] 消費者在面對產品多樣化的情況下，常因對產品訊息不瞭解而面臨到不知如何選購的狀況，為了要降低購物風險並購買到安全有保障的產品，經常透過某些媒介做為考量之依據，除了以往文獻所提的促銷活動會是一項重要的參考依據外，而另一個重要參考因素就是廣告代言人，消費者透過對廣告代言人產生的移轉作用，進而對產品有較佳的知覺品質與購買意願。 本研究共發300份問卷，有效回收224份；研究中除了使用SPSS10.0，並運用線性結構方程模式（SEM）探討各研究構面之間的影響關係，進而建立整體產品評價模式且依據文獻之推導建立研究假設：廣告代言人對產品評價呈正向顯著影響；廣告代言人對知覺風險未達顯著影響；促銷活動對知覺風險呈負向顯著影響；促銷活動對產品評價呈正向顯著影響；知覺風險對產品評價呈負向顯著影響。研究推導之五個假設其中四個假設結果符合本研究之假設；而驗證模式結果，整個模型配適度皆達學者建議之判斷標準，顯示本研究之模式配適度相當良好。[[abstract]] The consumer often deliberate on how to purchase because they does not understand the product message under the situation that face a product diversification, in order to reduce perceived risk and purchase a security to have the product of the guarantee, usually be used as the basis of consideration through some mediums. In addition to formerly the promotion advertisement lifted by cultural heritage will be a reference basis of importance, and then another importance reference factor was to advertise a spokesperson, consumer through then had better consciousness quality to the product and purchased will to the removal function that advertises a spokesperson creation. This research totally delivers 300 samples and 224 valid samples were obtained. In the research in addition to using SPSS10.0 and make use of the structure equation model to inquire into the influence relation of each research factor, then build up a whole product evaluation mode and according to the cultural heritage it deducing and building up research assumption: Spokesperson has notably positive effects on product evaluation; Spokesperson has notably negative effects on perceived risk; Sales Promotion has notably negative effects on perceived risk; Sales Promotion has notably positive effects on product evaluation; Perceived risk has notably negative effects on product evaluation. According to the academic recommendation on the model placement, the whole model structure is well verified by the evaluation standard and showing a dependable outcome: the five hypotheses of the reference deductions are resulted to be correspondent with the hypothesis of this research