The impact of sources of credibility on purchase intentions of different beauty product : mediator effect of perceived quality
Autor(a) principal: | |
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Data de Publicação: | 2018 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/25474 |
Resumo: | Beauty in a very difficult concept to measure and the beauty industry used this to its advantage. In the never-ending search for beauty it is crucial for brand to understand which is the best way to speak to the consumers and which is the most efficient way to make sure the message in being delivered to the consumer. The aim of this research is to find out what is the best character to use in and advert for both a new and an established product. Through an online pre-test and survey, the author aggregated enough information to study the relation between the variables. The respondents were exposed to two different ads. The first containing only the product, a moisturizing cream. The second advert contained the face of an influencer representing a source of credibility. There were two products being teste. A new one, H20 and an established one NIVEA. There were also three sources of credibility being tested: attractiveness, expertise and trustworthiness. The data analysis was performed through independent t-test and thought the operation of PROCESS. Opposing to what is expected and was mentioned in the literature, attractiveness did not have an impact to what respects the established product. Additionally, and surprisingly, all the influencers have an impact in the purchase intentions of the new product but never on the established Simplifying, for the Portuguese market, influencer have a higher impact in new products. |
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The impact of sources of credibility on purchase intentions of different beauty product : mediator effect of perceived qualityDomínio/Área Científica::Ciências Sociais::Economia e GestãoBeauty in a very difficult concept to measure and the beauty industry used this to its advantage. In the never-ending search for beauty it is crucial for brand to understand which is the best way to speak to the consumers and which is the most efficient way to make sure the message in being delivered to the consumer. The aim of this research is to find out what is the best character to use in and advert for both a new and an established product. Through an online pre-test and survey, the author aggregated enough information to study the relation between the variables. The respondents were exposed to two different ads. The first containing only the product, a moisturizing cream. The second advert contained the face of an influencer representing a source of credibility. There were two products being teste. A new one, H20 and an established one NIVEA. There were also three sources of credibility being tested: attractiveness, expertise and trustworthiness. The data analysis was performed through independent t-test and thought the operation of PROCESS. Opposing to what is expected and was mentioned in the literature, attractiveness did not have an impact to what respects the established product. Additionally, and surprisingly, all the influencers have an impact in the purchase intentions of the new product but never on the established Simplifying, for the Portuguese market, influencer have a higher impact in new products.Beleza é um conceito muito complicado de definir e a indústria da beleza tem usado esse facto para vantagem própria. A infindável procura pela beleza é crucial para as marcas compreenderem a melhor maneira de chegarem ao consumidor assim como a maneira mais eficiente de fazerem a mensagem chegar ao consumidor. O objectivo desta pesquisa é descobrir qual é a melhor figura para usar em campanhas promocionais tanto em novos como em produtos estabelecidos no mercado. Através de um pré-teste e de um inquérito online o autor recolheu a informação necessária para estabelecer a relação entre as variáveis. Os participantes foram expostos a duas campanhas diferentes. A primeira continha apenas o produto, um hidratante fácil. O segundo continha apenas a imagem de um influenciador que representava uma fonte de credibilidade. Estavam dois produtos a serem testados. Um novo, H20 e um estabelecido NIVEA. As fontes de credibilidade a serem testadas são: atractividade, especialidade e confiança. A análise dos dados foi feita através de t-tests de amostras independentes e no programa PROCESS. Em oposição ao que era esperado e ao mencionado na literatura, atractividade não teve impacto no que diz respeito ao produto estabelecido. Adicionalmente, e surpreendentemente, todos os influenciadores tiveram impacto no produto novo e nunca no produto estabelecido no mercado. Simplificando, no mercado português, os influenciadores têm um impacto apenas em novos produtos.Romeiro, Paulo Alexandre Mendes RamosVeritati - Repositório Institucional da Universidade Católica PortuguesaPereira, Ana Rita Monteiro Teixeira Cordeiro2018-08-07T10:11:46Z2018-03-1620182018-03-16T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/25474TID:201887487enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-12T17:30:52Zoai:repositorio.ucp.pt:10400.14/25474Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:20:19.189906Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
The impact of sources of credibility on purchase intentions of different beauty product : mediator effect of perceived quality |
title |
The impact of sources of credibility on purchase intentions of different beauty product : mediator effect of perceived quality |
spellingShingle |
The impact of sources of credibility on purchase intentions of different beauty product : mediator effect of perceived quality Pereira, Ana Rita Monteiro Teixeira Cordeiro Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
The impact of sources of credibility on purchase intentions of different beauty product : mediator effect of perceived quality |
title_full |
The impact of sources of credibility on purchase intentions of different beauty product : mediator effect of perceived quality |
title_fullStr |
The impact of sources of credibility on purchase intentions of different beauty product : mediator effect of perceived quality |
title_full_unstemmed |
The impact of sources of credibility on purchase intentions of different beauty product : mediator effect of perceived quality |
title_sort |
The impact of sources of credibility on purchase intentions of different beauty product : mediator effect of perceived quality |
author |
Pereira, Ana Rita Monteiro Teixeira Cordeiro |
author_facet |
Pereira, Ana Rita Monteiro Teixeira Cordeiro |
author_role |
author |
dc.contributor.none.fl_str_mv |
Romeiro, Paulo Alexandre Mendes Ramos Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Pereira, Ana Rita Monteiro Teixeira Cordeiro |
dc.subject.por.fl_str_mv |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
Beauty in a very difficult concept to measure and the beauty industry used this to its advantage. In the never-ending search for beauty it is crucial for brand to understand which is the best way to speak to the consumers and which is the most efficient way to make sure the message in being delivered to the consumer. The aim of this research is to find out what is the best character to use in and advert for both a new and an established product. Through an online pre-test and survey, the author aggregated enough information to study the relation between the variables. The respondents were exposed to two different ads. The first containing only the product, a moisturizing cream. The second advert contained the face of an influencer representing a source of credibility. There were two products being teste. A new one, H20 and an established one NIVEA. There were also three sources of credibility being tested: attractiveness, expertise and trustworthiness. The data analysis was performed through independent t-test and thought the operation of PROCESS. Opposing to what is expected and was mentioned in the literature, attractiveness did not have an impact to what respects the established product. Additionally, and surprisingly, all the influencers have an impact in the purchase intentions of the new product but never on the established Simplifying, for the Portuguese market, influencer have a higher impact in new products. |
publishDate |
2018 |
dc.date.none.fl_str_mv |
2018-08-07T10:11:46Z 2018-03-16 2018 2018-03-16T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/25474 TID:201887487 |
url |
http://hdl.handle.net/10400.14/25474 |
identifier_str_mv |
TID:201887487 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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1799131901058875392 |