企業吉祥物特性對消費者廣告態度、品牌態度與購買意願之影響---以康是美COCO鳥為例

The Impact of Mascot Characteristics on Consumer advertising attitude, Brand Attitude and Purchasing Intention－The Case of COSMED COCO birds.

吳靜宜(Jing-Yi Wu)

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(2012年)

摘要

許多企業運用一些可愛造型，具虛擬化的卡通形象人物，來加深消費者印象與傳達品牌理念，以期許與競爭者有所區隔，增加其品牌辨識度及競爭力。由於真實的明星、名人代言人，卻有無法預知的風險與其他缺失，進而影響消費者對於代言人的觀感，因此目前企業偏向使用虛擬的形象代言人或是自行設計專屬代表自身企業形象的公仔為自己的公司行銷，在此本研究稱之為「企業吉祥物」。過去國內研究缺乏對於企業吉祥物特性，及關於干擾變項對企業吉祥物特性影響品牌態度之相關探討，因此本研究主要探討企業吉祥物特性對於廣告態度、品牌態度的影響，廣告態度對品牌態度的影響，及廣告態度、品牌態度對購買意願的影響；進而探討消費者類型、代言契合度、購買決策涉入分別對企業吉祥物特性影響品牌態度的干擾效果。並以台灣台南市地區，熟悉COCO鳥為康是美藥妝店之企業吉祥物的480位消費者做為受測對象。本研究迴歸分析結果顯示，(1)企業吉祥物特性（專業性、說明性）顯著正向影響廣告態度及品牌態度，(2)廣告態度顯著正向影響品牌態度，(3)廣告態度、品牌態度顯著正向影響購買意願， (4) 當消費者類型傾向感性消費時，企業吉祥物的獨特性、幽默性對消費者品牌態度的影響愈大；當消費者類型傾向理性消費時，企業吉祥物的說明性對消費者品牌態度的影響愈大，(5) 代言契合度愈高時，企業吉祥物的專業性、說明性對消費者品牌態度的影響愈大，(6) 購買決策涉入程度度愈高時，企業吉祥物的獨特性、幽默性對消費者品牌態度的影響愈小；購買決策涉入程度度愈高時，企業吉祥物的專業性、說明性對消費者品牌態度的影響愈大。最後依據本研究之實證結果提出建議以供未來研究參考。

關鍵字

企業吉祥物 ； 廣告態度 ； 品牌態度 ； 代言契合度

並列摘要

Many businesses use some lovely shape, with virtualization cartoon image of characters, to deepen consumers' impression and convey the brand idea, expectations and competitors Segmentation, increase its brand recognition and competitiveness. Real star, celebrity spokesperson, but can‘t predict the risks and other missing as a result of the negative image ... enterprises tend to use the virtual image representative or a self-design of the exclusive representative of the corporate image of the doll for his own company marketing, in this in this study referred to as “Corporate Mascot.” The lack of domestic research for corporate mascot characteristics and interference variables brand attitude explore the corporate mascot characteristics, this study focuses on the corporate mascot features for ad attitude, brand attitude, ad attitude on brand attitude, and advertising attitude, brand attitude, purchase intention; and then explore the types of consumers, the endorsement fit, purchase decision moderating effect of involvement of the corporate mascot features affect brand attitude. Tainan, Taiwan, 480 consumers familiar with the of COCO birds COSMED drug store corporate mascot as test subjects. In this study, regression analysis showed that (1) corporate mascot characteristics (professional, descriptive) significant positive impact on ad attitudes and brand attitudes, (2) advertising attitude of a significant positive effect on brand attitude (3) advertising attitude, brand attitude of a significant positive effect on purchase intention, (4) when the tendency of the type of consumer emotional consumption, the corporate mascot of the unique nature of the impact of humor on consumer brand attitudes, the greater; when the type of consumer tendency to rational consumption auspicious material illustrative greater the impact on consumers 'brand attitude, (5) endorsements fit a higher degree of professional corporate mascot, descriptive greater the impact on consumers' brand attitude (6) involved in purchasing decisionsdegree of higher, the corporate mascot unique, humor, the smaller the impact on consumers' brand attitude; purchase decision involvement higher degree of professional corporate mascot, descriptive of consumer brand attitudes the impact of the greater. Finally, according to the empirical results of this study to make recomendations for future reference.

並列關鍵字

Mascot ； Ad attitude ； Brand attitude ； Endorsement fit

參考文獻

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