《灌籃高手》閱聽眾情緒價值與品牌態度對口碑分享與購買意願之關聯性研究-以跨媒介涉入類型為調節變項

隨著科技發展與跨媒介敘事的興起，許多原著作品透過多平台改編來擴大影響力，吸引不同年齡層與文化背景的觀眾。特別在台灣，改編自日本漫畫的動畫電影票房表現顯著，顯示跨媒介敘事的商業潛力。作為經典IP，《灌籃高手》在漫畫、動畫及電影版本中均受到不同年齡層和粉絲群體的熱烈關注。本研究旨在探討《灌籃高手》觀眾的情緒價值與品牌態度對口碑分享和購買意圖的影響，並以涉入類型（動畫或漫畫）作為調節變項進行分析。本研究採問卷調查，回收307份有效問卷。結果顯示，受訪者對《灌籃高手》表現出強烈的情緒共鳴，尤其以「興奮、熱血沸騰」等情感反應最為顯著。此外，受眾對作品的品牌態度普遍正面。在口碑分享方面，儘管社交媒體上的分享意願較低，但受訪者仍顯示較高的主動推薦意願。購買意願方面，受眾對觀看新電影或參與主題活動的興趣較高，但對周邊商品的購買意願較低。年齡、接觸的版本數量和涉入類型對情緒價值、品牌態度、口碑分享和購買意願有顯著影響，尤其是接觸過多版本的觀眾有較強的口碑分享與購買意願。涉入類型的調節作用顯示，涉入類型較多的受眾在品牌態度和口碑分享方面更為積極。本研究為品牌提供了產品開發和多元化的方向，並建議利用社交媒體加強與受眾的互動，促進口碑行銷，和推動多版本整合行銷策略。未來研究可結合質性方法，探索不同文化背景對《灌籃高手》及其他經典作品的影響，進一步擴大對這些作品的理解。

關鍵字

情緒價值；品牌態度；口碑分享；購買意願；灌籃高手

並列摘要

With the development of technology and the rise of cross-media storytelling, many original works have been adapted across multiple platforms to expand their influence and attract audiences from various age groups and cultural backgrounds. In Taiwan, the box office performance of animated films adapted from Japanese manga has been particularly remarkable, showcasing the commercial potential of cross-media storytelling. As a classic IP, Slam Dunk has garnered significant attention from various age groups and fan communities through its manga, anime, and film versions. This study aims to explore the impact of emotional value and brand attitude of Slam Dunk viewers on word-of-mouth sharing and purchase intentions, with involvement type (anime or manga) as a moderating variable.This study adopted a questionnaire survey, collecting 307 valid responses. The results show that respondents exhibited strong emotional resonance with Slam Dunk, particularly with emotional reactions such as "excitement" and "passion." Additionally, the audience generally held a positive brand attitude toward the work. In terms of word-of-mouth sharing, although the willingness to share on social media was relatively low, respondents still showed a high willingness to recommend the work actively. Regarding purchase intention, the audience showed more interest in watching new movies or participating in themed events, but had lower purchase intentions for peripheral products.Age, the number of versions experienced, and involvement type all significantly influenced emotional value, brand attitude, word-of-mouth sharing, and purchase intention. In particular, viewers who had experienced multiple versions showed stronger word-of-mouth sharing and purchase intentions. The moderating effect of involvement type indicated that audiences with more involvement types were more proactive in their brand attitude and word-of-mouth sharing.This study provides brands with directions for product development and diversification and suggests leveraging social media to enhance interaction with audiences and promote word-of-mouth marketing. Brands should also promote multi-version integrated marketing strategies. Future research could incorporate qualitative methods to explore the impact of different cultural backgrounds on Slam Dunk and other classic works, further expanding the understanding of these works.