ABSTRACT

In China, the trend of more and more male celebrity’s figures have appeared on products in the female field, which is contrary to our traditional impressions. The paper aimed to examine the effect of male celebrity endorsement on female products purchase intention of female customers. A model and four hypotheses were made to investigate the factors affecting female customers’ purchase intention, and it was tested using a sample of 170 (females). There were four types of questionnaires related to different male/female celebrities and products, and respondents were randomly assigned in an almost even manner. Descriptive statistics and regression were run to find the results. The paper found that male celebrities increased product image and women’s purchase intention when the products were feminine products. This research focused on lipstick (feminine product)/detergent (nonfeminine product) purchase intention and celebrity endorsement. It was suggested that the researchers could further conduct a comparative study on any other product category with large sample size. This paper outlined ways to effectively use celebrity endorsement to increase customer purchase intention of female customers for purchasing feminine products.