社群涉入與品牌授權認知影響角色授權產品購買意圖研究—以臺灣插畫家品牌為例

近年來，隨著社群網路平臺Facebook在臺灣流行，許多插畫家成立粉絲專頁。他們透過Facebook發表角色圖文創作，常能引起社群使用者討論。而在這些社群互動的過程中，插畫家逐漸累積知名度而形塑成為臺灣插畫家品牌，開始發展角色授權事業。本研究以Facebook使用者為研究對象，採用問卷調查法，旨在探討社群涉入、品牌授權認知對插畫家品牌之角色授權產品購買意圖使否產生影響，總共回收503份有效問卷。經資料分析後發現，整體而言，(1)社群涉入對臺灣插畫家品牌之角色授權產品購買意圖有顯著的正向影響效果。而其中，(2)留言與按讚行為對臺灣插畫家品牌之角色授權產品購買意圖有顯著的正向影響效果；(3)瀏覽與發佈行為對臺灣插畫家品牌之角色授權產品購買意圖並無顯著的影響效果。(4)品牌授權認知對臺灣插畫家品牌之角色授權產品購買意圖有顯著的正向影響效果。此外，(5)性別與年齡分別對臺灣插畫家品牌之角色授權產品購買意圖並無顯著差異。

關鍵字

臺灣插畫家；角色授權產品；品牌授權；社群涉入；購買意圖

並列摘要

With increasing popularity of Facebook in recent years, several Taiwanese illustrators set up Facebook fan pages to post their artworks. As those Facebook users and fans are highly interactive, the Taiwanese illustrators develop their own brands, and therefore start up the character licensing business. The purpose of this study is to understand the impact of Facebook user engagement and perception of brand licensing on people's purchase intention of character licensed products. This study applies online survey tools to collect information from 503 Facebook users as participants. The analysis shows that: (a) On the whole, user engagement in social media on Facebook has significant influence on the purchase intention of character licensed products. Among these user engagement behaviors, (b) comments or likes are positively impactful on the purchase intention of character licensed products. However, (c) visiting and posting are not necessarily influential on the purchase intention of character licensed products. On the other hand, (d) perception of brand licensing has positive impact on the purchase intention of character licensed products. Besides, (e) gender and age respectively cause no significant differences on the purchase intention of character licensed products.