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The Influences of Perceived Value on Consumer Purchase Intention: The Moderating Effect of Advertising Endorser Dr. Hsinkuang Chi, Nanhua University, Taiwan Dr. Huery Ren Yeh, Shih Chien University, Kaohsiung, Taiwan Yi Ching Tsai, Graduate Student, Nanhua University, Taiwan ABSTRACT Advertising endorser is one of the major marketing strategies for advertisers. Advertising endorser can fast build brand recognition and help consumers to understand functions and characteristics of a product or a service. In the end, consumers will memorize the product/service and produce purchase intention. The study aims to explore the effects of advertising endorser on perceived value and purchase intention. Totally, 450 copies of questionnaires were dispatched and the effective response rate was 90%. The results show that (1) perceived value is significantly affected to advertising endorser, (2) advertising endorser is significantly affected to purchase intention, (3) perceived value is significantly affected to purchase intention, and (4) advertising endorser has no moderation effect between perceived value and purchase intention. Keywords: Advertising Endorse, Perceived Value, Purchase Intention, Moderation INTRODUCTION In the hyper competitive marketing environment, if a product or a service wants to be fast known to consumers, it must rely on advertising campaigns to make consumers memorize product messages. However, a consumer contacts a lot of advertisings in a day. Hence, which advertising methods can really catch consumers’ preference and influence their buying decision is important to business advertisers. It appears that advertising endorser is one of important methods that attract many business advertisers’ attention. Advertis...