With the continuously declining in birth rate, the competition in the infant milk powder market is intense. Whether traditional advertisement endorsement in diverse marketing activities can effectively enhance the brand or product awareness and affect consumers’ purchase intention to effectively improve sales should be explored. Whether advertisement endorsement of infant milk powder are positively related to mothers’ purchase intention should be studied, so as to provide reference for the infant milk powder industry.
This study, focusing on the celebrities in the advertisements mentioned in Freiden (1984), explored whether celebrity endorsement affects consumers’ purchase intention. Based on the literature review, the structure and hypotheses of this study were proposed. The hypotheses of this study were developed based on the research structure. Google questionnaire was adopted and distributed via Line APP, and data were collected by convenience sampling. According to the analysis results, the attraction, reliability, popularity and exposure of advertisement endorsement have significantly positive effects on the purchase intention. This study found that the willingness to recommend has a moderating effect between the credibility of advertisement endorsement and purchase intention.
