Title :
Notice of Retraction
Empirical Study of Advertisement Spokesman´s Influence to Advertisement´s Effect
Author :
Qin Yao ; Chen Yu
Author_Institution :
Fac. of Manage. & Econ., Kunming Univ. of Sci. & Technol., Kunming, China
Abstract :
Notice of Retraction
After careful and considered review of the content of this paper by a duly constituted expert committee, this paper has been found to be in violation of IEEE´s Publication Principles.
We hereby retract the content of this paper. Reasonable effort should be made to remove all past references to this paper.
The presenting author of this paper has the option to appeal this decision by contacting TPII@ieee.org.
Fierce global competition and the ongoing development of mass media make the advertisements appear in all areas. How to scientifically choose the advertisement spokesman is top priority. According to source credibility mode, source attractiveness mode and the theory of reasoned action, the reason why consumers have a positive attitude and purchase intention were explored from four aspects, attraction, expertise, reliability and congruity. The effects of these factors on the attitude and purchase intention were studied by structural equation model. Some suggestions and future research directions are also put forward.
Keywords :
advertising; globalisation; advertisement effect; global competition; mass media; source attractiveness mode; source credibility mode; structural equation model; theory of reasoned action; Advertising; Electronic commerce; Engineering management; Environmental economics; Equations; Heart; Psychology; Reliability theory; Technology management; Transmitters; source attractiveness model; source credibility model; structural equation model; the theory of reasoned action;
Conference_Titel :
Information Engineering and Electronic Commerce, 2009. IEEC '09. International Symposium on
Conference_Location :
Ternopil
Print_ISBN :
978-0-7695-3686-6
DOI :
10.1109/IEEC.2009.69
