The purpose of this study is to determine the influence of celebrity credibility (trustworthiness, attractiveness and expertise) on risk perception and buying intention of Indian fast moving consumer goods (FMCG) consumers.,The present study adopted the survey method to know the influence of celebrity credibility dimensions on the perceived risk and purchase intentions of Indian FMCG consumers. This study has performed a survey on 250 respondents using the self-administered questionnaire consisting of 18 measurement scales.,The major findings of this study indicate celebrity trust and celebrity expertise are the most important dimensions of celebrity to influence the risk perceptions of Indian FMCG consumers. The risk perceptions positively influence the purchase intentions of Indian FMCG consumers.,This study was limited to the Indian context, but theoretical contributions in terms of justifying the relationship linking variables, which might affect success, as well as the failure of celebrity endorsements.,The research findings can assist the practitioners in selecting the right celebrity endorser as a spokesperson for promoting Indian FMCG brands based on three dimensions of celebrity credibility (trust, expertise and attractiveness).,The study has proposed and tested the new theoretical model considering the celebrity trust, celebrity expertise and celebrity attractiveness as the affective responses from the buyers of FMCG. Perceived risk is mainly cognitive responses influenced through celebrity credible sources. The study attempted to investigate the impact of both affective and cognitive responses on the purchase intentions of Indian FMCG consumers.

中文翻译：

---

名人信誉对消费者风险认知的影响作用研究

这项研究的目的是确定名人信誉（信任度，吸引力和专业知识）对印度快速消费品（FMCG）消费者的风险感知和购买意愿的影响。本研究采用调查方法来了解印度消费者对快速消费品的影响。名人信誉度取决于印度快速消费品消费者的感知风险和购买意愿。这项研究使用包括18种测量量表的自我管理问卷对250名受访者进行了一项调查。该研究的主要发现表明，名人信任和名人专业知识是影响印度快速消费品消费者风险感知的最重要因素。 。风险认知对印度快速消费品消费者的购买意愿产生积极影响。本研究仅限于印度背景，但在论证关系链接变量的合理性（可能会影响成功以及名人代言的失败）方面的理论贡献。研究结果可以帮助从业人员选择合适的名人代言人作为代言人，以促进印度快速消费品品牌的发展。该研究提出了一种新的理论模型，并将名人信任，名人专门知识和名人吸引力作为快速消费品购买者的情感反应，提出并测试了新的理论模型。感知风险主要是通过名人可信来源影响的认知反应。该研究试图调查情感和认知反应对印度快速消费品消费者的购买意愿的影响。