Effect of Celebrity Endorsement, Advertising Effectiveness, Attitude and Customer Experience toward Purchase Intention of Cosmetic Surgery in the Upper Northern Region of Thailand
Abstract: The purpose of this research was to examine the level of opinion of celebrity endorsement, advertising effectiveness, attitude, customer experience and purchase intention of cosmetic surgery and to study the effect of celebrity endorsement, advertising effectiveness, attitude and customer experience toward purchase intention of cosmetic surgery in the northern region of Thailand. The sample size was 120 peoples who used service cosmetic surgeryin 8 provinces in the northern region of Thailand, including Chiang Mai, Chiang Rai, Mae Hong Son, Lamphun, Lampang, Phrae, Nan, and Phayao. Research tools were the questionnaires. Quantitative data were analyzed by descriptive statistics as percentage, average and standard deviation. Inferential statistics was also performed by multiple regression analysis by enter selection technique.The results showed that most consumers had priority to attitude firs, and followed by advertising effectiveness, experience, purchase intention and celebrity endorsement, respectively, with all factors being at a very high level. The results of multiple regression analysis showed that the influence purchase intention experience first. The second was advertising effectiveness to influence purchase intention. And, finally the attitude had influence statistically significantly 0.01 except celebrity endorsement did not influence on the purchase intention.