企業吉祥物與消費者品牌認知、態度偏好之相關性研究

A Correlational Study of Mascot, Brand Cognition and Preference.

高淑悅(Shu-Yueh Kao)

指導教授 ： 樊愛群

中原大學/設計學院/商業設計研究所/碩士(2007年)

https://doi.org/10.6840/cycu200700052

摘要

本研究主要目的在於探討零售商品市場中，企業吉祥物與消費者品牌認知、態度偏好之相關性，並分析消費者對於不同類別企業吉祥物意象之認知與偏好。研究分為四個階段進行，第一階段為現況調查與受測物篩選；第二階段為企業吉祥物視覺意象與偏好之量尺選擇；第三階段為本研究問卷設計、前測與正式調查；第四階段為問卷回收與量化資料分析。針對北部國、高中職在學學生，以便利抽樣方式取樣，有效問卷共276份。
根據本研究結果顯示，青少年對於企業吉祥物的品牌認知，與其學歷、每次消費零售商品的金額等背景變項具有顯著差異；在企業吉祥物的態度偏好方面，則與受測者的學歷具有顯著差異。其次，企業吉祥物與消費者品牌認知各構面均有中度至高度的正相關。而企業吉祥物與消費者品牌認知於其品牌態度之關聯性方面，經由多元迴歸分析得知品牌認知構面中的關聯性、認知度、心理位置與差異性對於品牌態度的聯合解釋變異量為0.727，代表聯合預測消費者品牌態度72.7%的變異量。關於企業吉祥物形象類別的意象認知方面，不同學歷的受測者在各形容詞意象評價具有顯著差異。而在企業吉祥物形象類別的偏好上，女性受測者在虛擬造型類企業吉祥物的偏好顯著高於男性。
由於本研究僅設定零售市場中糖果、餅乾及飲料三類商品，作為評量消費者於其品牌認知與態度偏好之受測物類別，故建議後續研究可擴大商品類別深入調查，以作為不同商品類別或業別市場分析之參考。並擴大受測者年齡範圍，以綜合分析企業吉祥物對各年齡層消費者品牌認知及態度偏好之相關性。

關鍵字

企業吉祥物 ； 品牌認知 ； 偏好 ； 意象

並列摘要

This main purpose of research lies in probing into the retail market. Dependence that mascot、brand cognition and preference, analyze consumer's cognition and preference of mascot image of different classification. The study is divided into four stages. The first stage is investigation and examination the thing screening for the present situation. The second stage is scale chosen about mascot vision image and preferences. The third stage is about the questionnaires design、 preexamination and formal investigation. The fourth stage is recovery of the questionnaire and data quantification analysis. The Study focuses on junior /senior high school students in the northern country, and sampling by convenience sampling. There are 276 effective questionnaires altogether.
According to study, teenagers' brand cognition of the mascot has difference with their education and consumption each time. Moreover, mascot and consumer's brand cognition have one degree to height positive correlation. In the related respect of the mascot and consumer's brand cognition, it is via multiple regression analysis, We know the relationship、cognition degree、psychological position and difference of brand cognition's structure that make a variance is 0.727 to explain brand attitude, that means predicting 72.7% of the variation amount of consumer's brand attitude. In the cognitive respect of image of mascot image classification, the appraising in every adjective image by people of different education has obvious difference of showing. On the preference of mascot image classification, female are higher preference in the fictitious model mascot than male.
Because this research only sets up three kinds of goods of candy、biscuit and beverage in the retail market. The goods (candy, biscuit and beverage) are to appraise brand cognition and preference. So propose follow-up study can expand the classification of the goods to investigate further, in order to leave reference of market analysis as classification or the family property of different goods. And can expand the age range of persons who are examined, in order to analyze the relationship of all age’s consumer's brand cognition and preferences synthetically.

並列關鍵字

Preference ； Mascot ； Image ； Brand Cognition

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