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Abstract
The study aims to explore the relationship between trustworthiness, expertise, attractiveness, respect, similarity, and consumer purchase intention. It seeks to identify how different dimensions of trustworthiness, expertise, attractiveness, respect, and similarity influence consumer purchase intention. The study adopted a quantitative approach, gathering responses from 284 customers of commercial banks in Rupandehi District using a structured questionnaire and employing a convenience sampling method. Data were analyzed using PLS-SEM software with various tools, including the assessment of measurement items, model fit, Importance-Performance Map Analysis (IPMA), and bootstrapping techniques for hypothesis testing. The results revealed that similarity and attractiveness of celebrity endorsements are the key predictors of consumer purchase intention. It is evident that these factors are major contributors to consumer purchase intention. Therefore, the management of commercial banks should consider these aspects to enhance consumer purchase intention. By understanding and reformulating policies based on these factors, there is a higher possibility of improving consumer purchase intention.
Keywords: Trustworthiness, Expertise, Attractiveness, Similarity, Consumer purchase intention.