INFLUENCE OF CELEBRITY ENDORSEMENT ON BEHAVIORAL INTENTION ( A CASE STUDY OF OPPO SMARTPHONE AMONG MILLENNIALS IN HANOI)

Abstract

This research aimed to examine the Influence of Celebrity Endorsement on Customer Behavioral Intention of Oppo Smartphone user in Hanoi, Vietnam. This research is also limited to 125 respondents who belong to the millennial generations or simply called as the “millennials”, thus the study used purposive sampling to make sure that the respondents are all current users of Oppo Smartphone. There were four independent variables being studied, these are the Endorser's Attractiveness (EA), Endorser's Trustworthiness (ET), Endorser's Expertise (EE), and the Fit between the endorser and the endorsed product (TF), dependent variable is Customer Behavioral Intention (BI) on Oppo smartphones. Test include in quantitative analysis are reliability and validity test, classical assumptions test, and linear multiple regression to conclude the hypothesis testing through F-test, T-test, and coefficient determination at significance level of 95%. The result of this study indicates that endorser’s trustworthiness (ET) has no significant influence on customer behavioral intention (BI) of Oppo smartphones among millennials in Hanoi. The variables endorser's attractiveness (EA), endorser's expertise (EE), and the fit between the endorser and the endorsed product (TF) have significantly positive influence on customer behavioral intention on Oppo smartphones among millennilas in Hanoi.