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題名 品牌吉祥物擬人化程度與性感程度對行銷成效之影響：以人格特質為調節
Examing the Effects of Anthropomorphism and Sexiness of Brand Mascots in Marketing: The Moderating Role of Personality Traits作者 廖翊喬
Liao, Yi-Chiao貢獻者 陳冠儒
Chen, Kuan-Ju
廖翊喬
Liao, Yi-Chiao關鍵詞 品牌吉祥物
擬人化
性感
品牌態度
品牌關係
品牌信任
人格特質
Brand Mascot
Anthropomorphism
Sexiness
Brand Attitude
Brand Relationship
Brand Trust
Personality Traits日期 2024 上傳時間 5-Aug-2024 12:10:46 (UTC+8) 摘要 品牌吉祥物（Brand Mascot）為被企業廣為使用的行銷工具，觀察到近年部分品牌吉祥物的擬人化程度提高之現象，以及關於品牌吉祥物是否該維持性感形象的爭議，尚未有學者研究品牌吉祥物的擬人化程度及性感程度的高低，是否對於行銷成效會造成影響。 欲補足以上之空白，本研究以虛擬的居家香氛品牌為出發，並以台灣民眾為實驗對象，透過實驗設計及分析數據樣本，探究品牌吉祥物的擬人化程度及性感程度是否對於品牌態度、品牌關係、品牌信任造成顯著影響，並觀察品牌吉祥物的擬人化程度及性感程度之間的交互作用。本研究同時考量品牌吉祥物與消費者的互動模式，確認消費者的社會性人格特質是否在品牌吉祥物的擬人化程度及性感程度對於上述之行銷成效具備調節作用。 研究發現品牌吉祥物的擬人化程度及性感程度分別對於品牌態度、品牌關係、品牌信任不具備顯著影響，但兩者具備負向的交互作用。而人格特質的順從特質、攻擊特質、疏離特質，則分別在品牌吉祥物的擬人化程度對品牌態度、品牌吉祥物的擬人化程度對品牌信任、品牌吉祥物的性感程度對品牌態度，具備部分調節效果。 據研究結果，品牌吉祥物的設計應同時考量擬人化程度及性感程度，甚至是更多維度造成的綜合效果，並依消費者人格特質切分目標市場，以達到更好的行銷成效。企業對於品牌吉祥物擬人化程度及性感程度的設計，也須考量目標市場的地區文化、目標客群的性別、產品類別等，以達成各式行銷目標。
Brand mascots have become a widely adopted marketing strategy by companies. In recent years, there has been a noticeable trend toward increased anthropomorphism in brand mascot designs and ongoing debates about whether brand mascots should maintain a sexy image. However, no scholars have investigated whether the levels of anthropomorphism and sexiness in brand mascots would affect marketing outcomes. This study focuses on the effects of anthropomorphism and sexiness of brand mascots in marketing. Using an experimental design and data analysis, this study explores whether the degrees of anthropomorphism and sexiness in brand mascots affect consumers’ brand attitude, brand relationships, and brand trust. This study also examines the interacting effects between anthropomorphism and sexiness on these outcomes. Furthermore, this study assesses the moderating role of consumers' personality traits in the process. The findings indicated that the degrees of anthropomorphism and sexiness in brand mascots did not significantly affect brand attitude, brand relationships, or brand trust. However, they did exhibit a negative interaction effect on such outcomes. In addition, personality traits such as compliance, aggression, and detachment played a moderating role in influencing the effects of anthropomorphism and sexiness on marketing outcomes. Accordingly, the designs of brand mascots should consider the combined effects of anthropomorphism and sexiness. Additionally, target markets should be segmented based on consumer personality traits to achieve better marketing outcomes. 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國立政治大學
企業管理研究所(MBA學位學程)
111363027資料來源 http://thesis.lib.nccu.edu.tw/record/#G0111363027 資料類型 thesis dc.contributor.advisor 陳冠儒 zh_TW dc.contributor.advisor Chen, Kuan-Ju en_US dc.contributor.author (Authors) 廖翊喬 zh_TW dc.contributor.author (Authors) Liao, Yi-Chiao en_US dc.creator (作者) 廖翊喬 zh_TW dc.creator (作者) Liao, Yi-Chiao en_US dc.date (日期) 2024 en_US dc.date.accessioned 5-Aug-2024 12:10:46 (UTC+8) - dc.date.available 5-Aug-2024 12:10:46 (UTC+8) - dc.date.issued (上傳時間) 5-Aug-2024 12:10:46 (UTC+8) - dc.identifier (Other Identifiers) G0111363027 en_US dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/152429 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所(MBA學位學程) zh_TW dc.description (描述) 111363027 zh_TW dc.description.abstract (摘要) 品牌吉祥物（Brand Mascot）為被企業廣為使用的行銷工具，觀察到近年部分品牌吉祥物的擬人化程度提高之現象，以及關於品牌吉祥物是否該維持性感形象的爭議，尚未有學者研究品牌吉祥物的擬人化程度及性感程度的高低，是否對於行銷成效會造成影響。 欲補足以上之空白，本研究以虛擬的居家香氛品牌為出發，並以台灣民眾為實驗對象，透過實驗設計及分析數據樣本，探究品牌吉祥物的擬人化程度及性感程度是否對於品牌態度、品牌關係、品牌信任造成顯著影響，並觀察品牌吉祥物的擬人化程度及性感程度之間的交互作用。本研究同時考量品牌吉祥物與消費者的互動模式，確認消費者的社會性人格特質是否在品牌吉祥物的擬人化程度及性感程度對於上述之行銷成效具備調節作用。 研究發現品牌吉祥物的擬人化程度及性感程度分別對於品牌態度、品牌關係、品牌信任不具備顯著影響，但兩者具備負向的交互作用。而人格特質的順從特質、攻擊特質、疏離特質，則分別在品牌吉祥物的擬人化程度對品牌態度、品牌吉祥物的擬人化程度對品牌信任、品牌吉祥物的性感程度對品牌態度，具備部分調節效果。 據研究結果，品牌吉祥物的設計應同時考量擬人化程度及性感程度，甚至是更多維度造成的綜合效果，並依消費者人格特質切分目標市場，以達到更好的行銷成效。企業對於品牌吉祥物擬人化程度及性感程度的設計，也須考量目標市場的地區文化、目標客群的性別、產品類別等，以達成各式行銷目標。 zh_TW dc.description.abstract (摘要) Brand mascots have become a widely adopted marketing strategy by companies. In recent years, there has been a noticeable trend toward increased anthropomorphism in brand mascot designs and ongoing debates about whether brand mascots should maintain a sexy image. However, no scholars have investigated whether the levels of anthropomorphism and sexiness in brand mascots would affect marketing outcomes. This study focuses on the effects of anthropomorphism and sexiness of brand mascots in marketing. Using an experimental design and data analysis, this study explores whether the degrees of anthropomorphism and sexiness in brand mascots affect consumers’ brand attitude, brand relationships, and brand trust. This study also examines the interacting effects between anthropomorphism and sexiness on these outcomes. Furthermore, this study assesses the moderating role of consumers' personality traits in the process. The findings indicated that the degrees of anthropomorphism and sexiness in brand mascots did not significantly affect brand attitude, brand relationships, or brand trust. However, they did exhibit a negative interaction effect on such outcomes. In addition, personality traits such as compliance, aggression, and detachment played a moderating role in influencing the effects of anthropomorphism and sexiness on marketing outcomes. Accordingly, the designs of brand mascots should consider the combined effects of anthropomorphism and sexiness. Additionally, target markets should be segmented based on consumer personality traits to achieve better marketing outcomes. Lastly, companies should consider cultural differences, target demographics, and product categories when designing the anthropomorphic and sexy features of brand mascots to achieve various marketing objectives. en_US dc.description.tableofcontents 第壹章 緒論 1 第壹節 研究背景與動機 1 第貳節 研究目的 8 第參節 研究流程 9 第貳章 文獻探討 11 第壹節 品牌吉祥物 11 第貳節 擬人化 13 第參節 性感 16 第肆節 品牌態度 19 第伍節 品牌關係 20 第陸節 品牌信任 21 第柒節 人格特質 23 第捌節 研究架構與假說 27 第參章 研究方法 31 第壹節 研究設計 31 第貳節 研究變項定義與衡量 37 第肆章 資料分析 44 第壹節 資料整理及樣本結構分析 44 第貳節 信度分析 46 第參節 研究結果分析 49 第伍章 結論 63 第壹節 發現與討論 63 第貳節 管理實務意涵 71 第參節 研究限制與未來研究建議 74 第陸章 參考文獻 78 附錄 正式問卷 108 zh_TW dc.format.extent 4115149 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0111363027 en_US dc.subject (關鍵詞) 品牌吉祥物 zh_TW dc.subject (關鍵詞) 擬人化 zh_TW dc.subject (關鍵詞) 性感 zh_TW dc.subject (關鍵詞) 品牌態度 zh_TW dc.subject (關鍵詞) 品牌關係 zh_TW dc.subject (關鍵詞) 品牌信任 zh_TW dc.subject (關鍵詞) 人格特質 zh_TW dc.subject (關鍵詞) Brand Mascot en_US dc.subject (關鍵詞) Anthropomorphism en_US dc.subject (關鍵詞) Sexiness en_US dc.subject (關鍵詞) Brand Attitude en_US dc.subject (關鍵詞) Brand Relationship en_US dc.subject (關鍵詞) Brand Trust en_US dc.subject (關鍵詞) Personality Traits en_US dc.title (題名) 品牌吉祥物擬人化程度與性感程度對行銷成效之影響：以人格特質為調節 zh_TW dc.title (題名) Examing the Effects of Anthropomorphism and Sexiness of Brand Mascots in Marketing: The Moderating Role of Personality Traits en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 中文參考文獻 张腾霄、韩布新（2017）。红色更性感：影响因素与进化基础。心理科学进展，25(6)，1069-1079。https://doi.org/10.3724/SP.J.1042.2017.01069 谢志鹏、秦环宇、王梓叶、王静远、何逸（2023）。 污力滔滔还是雅俗共赏?营销中的性感效应。心理科学进展，31(11)，2200-2218。 https://doi.org/10.3724/sp.j.1042.2023.02200 日文參考文獻 石原実希（2013）「ゆるキャラ」成功の秘訣要因分析～４つの「ゆるキャラ」を事例として～ 〔未出版之碩士論文〕高知工科大学マネジメント学部https://www.kochi-tech.ac.jp/library/ron/pdf/2013/03/14/a1140399.pdf 英文參考文獻 Aaker, D. 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