本研究以探討台灣澎湖地區觀光客吉祥物對品牌形象及購買意願的研究分析,研究中以問卷調查法作為研究工具,並且參照相關國內外學者所得研究成果,設計「吉祥物對品牌形象及購買意願之研究」作為研究問卷。 研究對象為以民國110年2至7月間至澎湖遊玩的觀光客60員作為研究問卷施測人員,總計發放問卷數為60份,回收有效數為56份,作為研究有效樣本分析資料,並以SPSS電腦套裝統計軟體進行描述性分析、信度分析、獨立樣本t檢定與單因子變異分析等相關分析。 研究成果得知,人口統計變數對品牌形象及購買意願等構面呈現不同程度的顯著差異,顯見祥物對觀光業的產品品牌形象及購買意願具有正向顯著趨勢,期望能達到觀光業吉祥物所傳達的行銷概念,符合實際商業目標所需,並提供未來研究學者參考運用。
The research is an analysis of the brand image and purchase intention of tourist mas-cots in Penghu, Taiwan. The questionnaire survey method is used as the research tool,and referring to the research results of related scholars, The name "A Study of Mascot on Brand Image and Purchase Intention" was used as a research questionnaire. The object of the study was 60 tourists who visited Penghu from February to July of the 110th year of the "Republic Era"as the survey questionnaires. A total of 60 question-naires were issued. The effective number recovered is 56 as the effective sample analysis data of the research.It adopted SPSS statistical software performs descriptive analysis, re-liability analysis, independent sample t-test and One-way ANOVA. The results show that demographic variables have significant differences in different degrees of brand image and purchase intention. It is obvious that mascots have a positive and significant impact on tourism brand image and purchase intention.It is hoped to achieve the marketing concept and business goals of the tourism mascot, and provided the reference for the future researcher.