อิทธิพลของความน่าเชื่อถือจากการรับรองของผู้มีชื่อเสียง ประสิทธิผลของการโฆษณา ทัศนคติและความตั้งใจใช้บริการผ่านบทบาทผลกระทบของประสบการณ์ลูกค้าคลินิกศัลยกรรมความงามในเขตภาคเหนือตอนบนของประเทศไทย

Chalermpol   Koomsri; Boonthawan   Wingwon; Montree  Piriyakul

doi:10.14456/psruhss.2023.22

Authors

Chalermpol Koomsri Faculty of Management Sciences, Lampang Rajabhat University, Lampang 52000
Boonthawan Wingwon Faculty of Management Sciences, Lampang Rajabhat University, Lampang 52000
Montree Piriyakul Faculty of Sciences, Ramkhamhaeng University, Bangkok 10240

DOI:

https://doi.org/10.14456/psruhss.2023.22

Keywords:

Celebrity endorser, Attitude toward purchasing intention, Advertising effective, Purchase intention, Customer experience

Abstract

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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