An examination of the celebrity endorsements and online customer reviews influence female consumers' shopping behavior

0747-5632/$ see front matter 2012 Elsevier Ltd. A http://dx.doi.org/10.1016/j.chb.2012.08.005 ⇑ Corresponding author. Tel.: +886 2 2737 6764; fa E-mail address: [email protected] (P.-S. Wei). The goal of this study is to compare the influence of celebrity endorsements to online customer reviews on female shopping behavior. Based on AIDMA and AISAS models, we design an experiment to investigate consumer responses to search good and experience good respectively. The results revealed that search good (shoes) endorsed by a celebrity in an advertisement evoked significantly more attention, desire, and action from the consumer than did an online customer review. We also found that online customer reviews emerged higher than the celebrity endorsement on the scale of participants’ memory, search and share attitudes toward the experience good (toner). Implications for marketers as well as suggestions for future research are discussed. 2012 Elsevier Ltd. All rights reserved.