透過品牌延伸探討虛擬代言人對購買意願之影響-以Line為例

章雲喬(Yun-chiao Chang)

指導教授 ： 粟四維

國立中央大學/管理學院/資訊管理學系/碩士(2015年)

摘要

智慧型手機的普及，手機應用程式(App)的市場越來越大，如何取得成功對於應用程式開發者而言變得十分關鍵，我們在這眾多的手機應用程式之中發現 “Line” 有其與眾不同之處，它成功的利用貼圖（如：熊大、兔兔…）打出自己的市場，現在不管在哪裡看到這些貼圖人物，我們都會知道這屬於Line公司。這些貼圖成功的代表著Line，在我們研究中將其定義為虛擬代言人，並在研究中將虛擬代言人細分出三個屬性，包括為代言人吸引力、代言人熟悉度以及代言人喜好程度，分別探討這三種屬性對於品牌形象以及品牌延伸的影響，並探討其是否能有效的影響購買意願，也由於目前環境網路的普及，本研究進一步探討社群網路對於購買意願之影響。
本研究以Garretson & Niedrich (2004)以及Dwivedi et al. (2010)的研究模型作為基礎，並使用Fishbein & Ajzen (1975)所提出的理性行為理論做推論，我們由研究結果發現代言人吸引力以及代言人喜愛程度是兩個十分重要的屬性，在設計虛擬代言人時需在這裡個屬性上多著墨。而代言人熟悉度對於品牌延伸有正向影響但不顯著，這也給予新進入者一個啟發，熟悉度不是最重要的，而最需要注意的是吸引力以及喜愛程度。在社群網路方面則是都呈現顯著影響，說明對於現在這個科技發達的時代，社群網路對我們的影響是非常巨大的。

關鍵字

代言人、品牌形象、品牌延伸、購買意願、社群網路

並列摘要

Smart phones are very popular nowadays. The market of mobile application (App) is growing faster. How to achieve success has become very critical problem for application developers. We found "Line" is distinguished from others mobile applications. Line use its stickers (eg: Brown, Cony ...) to create his own market. No matter where people see these stickers, we all know that is belonging to Line Cooperate. The stickers represent Line successfully. In our study, we will defined these stickers as spoke characters and separate the spoke character into three attributes, including spoke character’s attractiveness, spoke character’s familiarity and spoke character’s likability. And then we try to find the relationship among spoke character, brand image and brand extension. We explore whether these relationship can influence people’s purchase intention. Because of the popularity of the Internet we add the social network into our research model.
The study is base on Garretson & Niedrich (2004) and Dwivedi et al. (2010) research model , and we also use the rational behavior theory (Fishbein & Ajzen, 1975). The results showed that both spoke character’s attractiveness and spoke character’s likeability are very important. When the new entrants want to design the spoke characters should focus on these two attributes. and the spoke character’s familiarity for the brand extension has a positive impact, but not significant. This result also gives the new entrants an inspiration. The relationship between social network and purchase intention have shown a significant effect. It means social network really have enormous influence for us nowadays.
Key word: spoke character, brand image, brand extension, purchase intention, social network

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