Volume 9, Number 1, June 2019
| Exploring the Effects of Credibility of Advertising Spokesperson on Brand Preference and Consumer Intentions to Use Mobile Payment APP |
Hsiao-Chen Chang¹*, Fernando Ferreira², Yin-Jie Chuang¹
Abstract
With the rapid development of information technology, the functions of smart phones are not only used to make calls, send text messages and browse the Internet, but also be used to pay and combine with financial services. At present, diversified payment methods subvert the traditional trading payment habits. People can trade through stored value or post-trade payments, making life consumption more convenient.
This study wants to further explore the impact of the credibility of advertising spokesperson to brand preference and intentions to use mobile payment APP, and the impact of the brand preference to intentions to use mobile payment APP. At the same time, it is further explored whether the credibility of the advertising spokesperson has an interference effect on the brand preference and intentions to use mobile payment APP.
This study will dispense the questionnaire to collect data, and use SPSS statistical software for data analysis, and conduct descriptive statistics analysis, correlation analysis, reliability and validity analysis. Moreover, the study further clarifies the impact between of the variables by regression analysis. The results of this study will be providing a reference of the marketing strategy to enterprise of the mobile payment APP, so as to the usage rate of mobile payment APP in Taiwan can rise.
Keywords: Credibility of Advertising Spokesperson, Mobile Payment APP, Brand Preference, Intentions to Use
JEL Classification: D12, G41, C15
¹ Department of Banking and Finance, Chinese Culture University
E-mail: jean91525@gmail.com