企業吉祥物特性對消費者品牌態度與購買意願之影響

The Impact of Mascot Characteristics on Consumers' Brand Attitude and Purchasing Intention

邱郁慈(Yu-Tzu Chiou)

指導教授 ： 施佳玫

崑山科技大學/商業管理學院/企業管理研究所/碩士(2010年)

摘要

近年來，隨著各家企業及品牌不斷的崛起，如何使消費者可以清楚的辨別自家企業品牌儼然成為一項重要的課題，而在台灣人壽推出台灣阿龍之後，市面上便吹起了一股企業吉祥物的流行風潮。企業吉祥物除了可以塑造企業及品牌獨一無二的形象外，也可以傳達企業欲表達的理念，使消費者能有深刻的印象，不僅僅只是代表企業及品牌的一種LOGO或是商標。除此之外，企業吉祥物也可搭配該企業及品牌的產品，亦或是推出該企業吉祥物的專屬周邊商品來吸引消費者，消費者會受到企業吉祥物特性而引發喜愛度以及產生其信任，對於該品牌也會形成良好的態度，而良好的態度亦會使消費者產生正面的感受，進而引發其購買行為。
路徑分析結果顯示，(1)企業吉祥物特性顯著正向影響消費者喜愛度；(2)企業吉祥物特性顯著正向影響消費者對產品的信任；(3)消費者對企業吉祥物的喜愛度顯著正向影響其品牌態度；(4)消費者對企業吉祥物的產品信任顯著正向影響其品牌態度；(5)消費者的品牌態度顯著正向影響其購買意願，最後依據實證結果提出建言及後續相關研究建議。

關鍵字

企業吉祥物 ； 喜愛度 ； 信任 ； 品牌態度 ； 購買意願

並列摘要

In the recent years, to follow the various corporate and brand continue to increase, how consumers can clearly identify their corporate brand has become an important issue, after ‘Taiwan Life Insurance Co. Ltd’ popularize the mascot called ‘Taiwan Aaron’, the market will be from to mascot popular fad. Mascot in addition to the unique corporate and brand image, may also express the want concept and express ideas, so that consumers can have a profound impression, not just a logo or trademark on behalf of corporate. Furthermore, the mascot can be used with the products of the enterprise and the brand, or launch the exclusive merchandise of company mascot to attract consumers, consumers will rise the likability degree and trust by enterprise mascot’s characteristics, the brand will be form a good attitude, and the good attitude will be have a positive consumer experience, and trigger off their buying behavior.
The findings of analysis show that, (1) Mascot characteristics has significantly postive impact on consumers’ likability. (2) Mascot characteristics has significantly postive impact on consumers’ product trust. (3) In Mascot characteristics of consumers’ likability has significantly postive impact on brand attitude. (4) In Mascot characteristics of consumers’ product trust has significantly postive impact on brand attitude. (5) Consumers’ brand attitude has significantly positive impact on purchasing intention. Finally, suggestions for management and recommendations for future research are presented.

並列關鍵字

Mascot ； Likability ； Trust ； Brand Attitude ； Purchasing Intention

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