The Influence of Credibility from Celebrity Endorsements, Advertising Effectiveness, Attitude and Intention to Use the Service Through the Impact Role of The Customer Experience of Cosmetic Surgery Clinics in The Upper North of Thailand
DOI:
https://doi.org/10.14456/psruhss.2023.22Keywords:
Celebrity endorser, Attitude toward purchasing intention, Advertising effective, Purchase intention, Customer experienceAbstract
The objectives were (1) to study opinion of the celebrity endorsement, advertising effectiveness, attitude, service intent and experience (2) to explore the influence of celebrity endorsement, advertising effectiveness, attitude, service intent and experience through impact of customer experience, and (3) to test the correlation of experience, impact between celebrity endorsement and experience. The use of the customer service affects the attitude and intention of the customers who use the cosmetic surgery clinics in the upper northern region. This research is a quantitative research. The analysis unit consisted of 282 customers using beauty clinics in the upper northern region. The instrument was questionnaire using descriptive statistics to find percentage, means, and standard deviation. Inferential statistics analyzed by SEM and influence analysis was directed by PROCESS program. The results found that the celebrity endorsement, the advertising effectiveness, attitude, service intent and experience were high level in all factors. The results of the influence analysis of celebrity endorsement on service intent was insignificant and indirectly influenced from celebrity endorsements to advertising effectiveness to service intentions with the highest influence when the experience was low. It was followed by indirect influence from celebrity endorsement to advertising effectiveness to attitude and service intent when the experience was low. Lastly, it was an indirect influence from celebrity endorsements to advertising effectiveness to service intent. The results of the correlation test of experience showed that the advertising effectiveness and attitude as a full mediation factor can link the celebrity endorsement to intent of using the service as well.
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