An examination of the celebrity endorsements and online customer reviews influence female consumers' shopping behavior

Authors:
Pei-Shan Wei;Hsi-Peng Lu
Affiliations:
Department of Information Management, National Taiwan University of Science and Technology, Taipei City, No. 43, Sec. 4, Keelung Road, Da-an District, Taipei City 106, Taiwan, ROC;Department of Information Management, National Taiwan University of Science and Technology, Taipei City, No. 43, Sec. 4, Keelung Road, Da-an District, Taipei City 106, Taiwan, ROC
Venue:
Computers in Human Behavior
Year:
2013

Citing 6
Cited 1

Building and testing a causal model of an information technology's impact

ICIS '89 Proceedings of the tenth international conference on Information Systems
When Online Reviews Meet Hyperdifferentiation: A Study of the Craft Beer Industry

Journal of Management Information Systems
Do online reviews affect product sales? The role of reviewer characteristics and temporal effects

Information Technology and Management
The effect of negative online consumer reviews on product attitude: An information processing view

Electronic Commerce Research and Applications
The Effect of On-Line Consumer Reviews on Consumer Purchasing Intention: The Moderating Role of Involvement

International Journal of Electronic Commerce
What makes a helpful online review? a study of customer reviews on amazon.com

MIS Quarterly

When do consumers buy online product reviews? Effects of review quality, product type, and reviewer's photo

Computers in Human Behavior

Quantified Score

Hi-index	0.00

Visualization

Abstract

The goal of this study is to compare the influence of celebrity endorsements to online customer reviews on female shopping behavior. Based on AIDMA and AISAS models, we design an experiment to investigate consumer responses to search good and experience good respectively. The results revealed that search good (shoes) endorsed by a celebrity in an advertisement evoked significantly more attention, desire, and action from the consumer than did an online customer review. We also found that online customer reviews emerged higher than the celebrity endorsement on the scale of participants' memory, search and share attitudes toward the experience good (toner). Implications for marketers as well as suggestions for future research are discussed.