The Influence of Source Credibility, Endorser Credibility and Message Appeal on Consumers’ Purchase Intention: An Empirical Analysis
S Sudheer1, M Siva Koti Reddy2, A Sai Manideep3
1S Sudheer Assistant Professor, Department of Management Studies, Vignan ‘s Foundation for Science, Technology and Research University, Vadlamudi, Guntur (Dt), Andhra Pradesh.
2Dr. M Siva Koti Reddy Assistant Professor, Department of Management Studies, Vignan ‘s Foundation for Science, Technology and Research University, Vadlamudi, Guntur (Dt), Andhra Pradesh.
3A Sai Manideep Assistant Professor, Department of Management Studies, Vignan ‘s Foundation for Science, Technology and Research University, Vadlamudi, Guntur (Dt), Andhra Pradesh.
Manuscript received on 19 April 2019 | Revised Manuscript received on 23 May 2019 | Manuscript published on 30 May 2019 | PP: 2845-2850 | Volume-8 Issue-1, May 2019 | Retrieval Number: A1454058119/19©BEIESP
Open Access | Ethics and Policies | Cite | Mendeley | Indexing and Abstracting
© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: This paper explores the effect of confined constructs source credibility, endorser credibility and message appeal on grocery items purchase intention. The study was performed on the sample of respondents residing in Guntur, Andhra Pradesh, India. The sample was determined by a non-probabilistic method (Snowball method). A survey questionnaire was prepared based on previous literature and its Stastical validated was verified using exploratory factor analysis method and multiple linear regressions was used to find the proportional variance explained by this model. The demographic factor used as a control variable (educational qualification). Finally, it is found that both endorser credibility and message appeal have shown an significant relation formation of purchase intention for grocery items and purchase decision was influenced by educational qualification of the respondents.
Keywords: Constructs Source Credibility, Endorser Credibility, Message Appeal, Grocery Items Purchase Intention.
Scope of the Article: Empirical Software Engineering