The results of another study titled “The Influences of Perceived Value on Consumer Purchase Intention” reveals that when consumers buy a product, they will compare it. A product with a good brand image can make consumers have a high level satisfaction and confidence to purchase it. The higher perceived value is the higher purchase intention is. In the meantime, consumers can obtain trustworthy perceived value through advertising endorser’s recommendation and endorsement and a company can therefore increase its competitiveness. The influence of advertising endorser on consumers is through an idol or a celebrity to market a product. Advertising endorser can connect product value by deepening consumers’ impression and transfer their feelings on a product/service. In addition, the study does not find that advertising endorser has a moderation effect from perceived value to purchase intention. It suggests the interaction effect between perceived value and advertising endorser does not affect purchase intention. In other words, consumers will use their opinions and judgement from personal experiences and view of life and perceived value (the worth of product in the mind of the consumer) to evaluate a product/service in their purchase process, and will not be influenced by the recommendation from an advertising endorser. Accordingly, perceived value will produce a synergistic effect to advertising endorser and induce purchase intention. Consumers will follow perceived value of a product/service to make purchase decision and advertising endorser will not create purchase intention.
Essentially, the connection between celebrity influences to consumers purchasing the product is to mesh the perceived value of the consumer with the celebrity that is endorsing the product. If those two resonate, the impact is greatest. Most consumers in this day and age do their research before even stepping foot in a retail establishment.
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