CONSTRUCTION AND VALIDATION OF A SCALE TO MEASURE CELEBRITY ENDORSERS PERCEIVED EXPERTISE, TRUSTWORTHINESS, AND ATTRACTIVENESS
CONSTRUCTION AND VALIDATION OF A SCALE TO MEASURE CELEBRITY ENDORSERS PERCEIVED EXPERTISE, TRUSTWORTHINESS, AND ATTRACTIVENESS
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DOI：
10.1080/00913367.1990.10673191
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发表时间：
1990-01-01
影响因子：
5.7
通讯作者：
OHANIAN, R
中科院分区：
文献类型：
--
作者：
OHANIAN, R
这项研究的目的是开发一个测量名人代言人感知的专业知识、可信度和吸引力的量表。遵循公认的心理测量量表开发程序，严格测试大量条目的信度和效度。使用两个探索性样本和两个验证性样本，本研究开发了一个由15个条目组成的语义差异量表，用于测量感知的专业知识、可信度和吸引力。该量表使用受访者自我报告的购买意向和对被测试产品的质量感知的测量进行了验证。结果表明，量表具有较高的信度和效度。
The purpose of this study was to develop a scale for measuring celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Accepted psychometric scale-development procedures were followed which rigorously tested a large pool of items for their reliability and validity. Using two exploratory and two confirmatory samples, the current research developed a 15-item semantic differential scale to measure perceived expertise, trustworthiness, and attractiveness. The scale was validated using respondents' self-reported measures of intention to purchase and perception of quality for the products being tested. The resulting scale demonstrated high reliability and validity.