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題名 動畫電影品牌商品化與購買意願之研究
Effects of Brand Avatar on Purchase Intention─A Study of Animation Industry作者 張雅絜
Chang, Ya Chieh貢獻者 陳建維
張雅絜
Chang, Ya Chieh關鍵詞 動畫電影角色
角色代言人
品牌授權
個性一致性
認同效果
參考群體日期 2013 上傳時間 21-Jul-2014 15:34:34 (UTC+8) 摘要 商品上隨處可見形形色色的的知名動畫電影角色肖像在上面。動畫電影原本所要吸引的消費族群是以孩童為主，然而，仍有許多青少年族群以及成年人會購買動畫角色的周邊商品。本研究試著以成人消費者的角度，探討不同類型之動畫電影角色吸引消費者的原因所在，以及購買動畫電影角色授權商品的消費者又具備何種特性？ 本文研究架構包含喜愛度、熟悉度、相似度等與動畫電影角色吸引力有關之變數，以及個性一致性、認同效果、參考群體等與購買動機有關之變數。本研究將利用問卷調查與統計分析探討消費者對動畫電影角色的品牌態度、產品態度與產品購買意願之關係。 研究結果顯示：消費者對於角色喜愛度與相似度較高會產生較佳的角色品牌態度。而消費者對動畫電影角色的品牌態度，會透過影響產品態度進而影響產品的購買意願。影響產品購買意願的另一因素為消費者對於授權產品的認同效果。另外，本研究發現，消費者對產品態度與購買意願，會受到非人類與虛構人類的角色類別差異的影響。 參考文獻 一、中文文獻1. 余淑吟(2004)，「非真人角色運用於電視廣告之內容初探」， 設計學研究，第7卷1期，頁65-84。2. 吳思華(1998)，「策略九說: 策略思考的本質」，台北：臉譜文化。3. 吳瑋茵(2002)，「代言人擬似真人程度之廣告效果研究」，國立中央大學企業管理研究所未出版碩士論文。4. 莊旻潔(2001)，「群體規範，認知，認同對產品態度與忠誠度的影響─以青少年之偶像崇拜行為為例」，國立政治大學國際貿易學研究所未出版碩士論文。5. 陳雅婷(2002)，「品牌認同感與所有權效果對品牌延伸評價之影響」，淡江大學管理科學學系未出版碩士論文。6. 黃藍瑩(2005)，「幼兒觀看卡通的樂趣之研究」，國立台北師範學院幼兒教育學研究所未出版碩士論文。7. 蔡文鈞、賴鈺晶、吳思華(2004)，「知識型商品擴散模式之理論性探討」，科技管理學刊，第9 卷3 期，頁117-152。8. 鄧旭宏(2005)，「卡通人物肖像授權商品之購買意願研究」，國立臺灣大學商學研究所未出版碩士論文，頁1-101。9. 賴哲亨(2000)，「參考群體建議類型對消費者決策的影響」，國立中央大學企業管理研究所未出版碩士論文。10. 賴鈺晶、蔡文鈞、顏如妙(2008)，「卡通肖像的價值創造邏輯」，科技管理學刊，第13卷2期，頁29-60。11. 賴靜鳳(1999)，「卡通人物商標與製造商品牌對消費者購買意願影響之研究」，國立成功大學國際企業研究所未出版碩士論文。12. 魏伊苹(2006)，「膠囊玩具消費體驗與價值之研究」，國立政治大學國際貿易學研究所未出版碩士論文。二、英文文獻1. Aaker, D. A. (1990). Brand Extensions: The Good, the Bad, and the Ugly. Sloan Management Review, 31(4), 47-56.2. Aaker, D. A. (1991). Management brand equity. New York: The Free Press.3. Aaker, D. A. (1995). Strategic market management: John Wiley & Sons.4. Aaker, D. A. (1996). Measuring brand equity across products and markets. California management review, 38(3), 103.5. Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions. The Journal of Marketing, 54(1), 27-41.6. Aaker, J. L. (1997). Dimensions of brand personality. Journal of marketing research, 34(3), 347-356.7. Aaker, J. L., Benet-Martinez, V., & Garolera, J. (2001). Consumption symbols as carriers of culture: A study of Japanese and Spanish brand personality constucts. Journal of Personality and Social Psychology, 81(3), 492-508.8. Anderson, N. H. (1968). Likableness ratings of 555 personality-trait words. Journal of Personality and Social Psychology, 9(3), 272.9. Aronson, E., Willerman, B., & Floyd, J. (1966). The effect of a pratfall on increasing interpersonal attractiveness. Psychonomic Science, 4(6), 227-228.10. Baker, M. J., & Churchill Jr, G. A. (1977). The impact of physically attractive models on advertising evaluations. Journal of marketing research, 14(4), 538-555.11. Bandura, A. (1969). Principles of behavior modification. Oxford, England: Holt, Rinehart, & Winston.12. Batra, R., Lehmann, D. R., & Singh, D. (1993). The brand personality component of brand goodwill: some antecedents and consequences. Brand equity and advertising, 83-96.13. Bearden, W. O., & Etzel, M. J. (1982). Reference group influence on product and brand purchase decisions. Journal of consumer research, 9(2), 183-194.14. Belk, R. W. (1988). Possessions and the Extended Self Journal of consumer research, 2, 139-168.15. Bhatt, N. H. (2012). Fictitious Human v/s Non-Human Created Animated Spokes-characters Endorsement: An Empirical Examination of Source Credibility and Respondent`s Age. Journal of Marketing & Communication, 8(2), 19-24.16. Burnkrant, R. E., & Cousineau, A. (1975). Informational and normative social influence in buyer behavior. Journal of consumer research, 2(3), 206-215.17. Callcott, M. F., & Alvey, P. A. (1991). Toons sell... and sometimes they don`t: An advertising spokes-character typology and exploratory study. Paper presented at the Conference of the American Academy of Advertising, New York.18. Callcott, M. F., & Lee, W.-N. (1994). A content analysis of animation and animated spokes-characte. Journal of Advertising, 23(4), 1.19. Callcott, M. F., & Lee, W.-N. (1995). Establishing the Spokes-Character in Academic Inquiry: Historical Overview and Framework for Definition. Advances in Consumer Research, 22(1), 144-151.20. Callcott, M. F., & Phillips, B. J. (1996). 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國立政治大學
國際經營與貿易研究所
101351016
102資料來源 http://thesis.lib.nccu.edu.tw/record/#G0101351016 資料類型 thesis dc.contributor.advisor 陳建維 zh_TW dc.contributor.author (Authors) 張雅絜 zh_TW dc.contributor.author (Authors) Chang, Ya Chieh en_US dc.creator (作者) 張雅絜 zh_TW dc.creator (作者) Chang, Ya Chieh en_US dc.date (日期) 2013 en_US dc.date.accessioned 21-Jul-2014 15:34:34 (UTC+8) - dc.date.available 21-Jul-2014 15:34:34 (UTC+8) - dc.date.issued (上傳時間) 21-Jul-2014 15:34:34 (UTC+8) - dc.identifier (Other Identifiers) G0101351016 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/67572 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 國際經營與貿易研究所 zh_TW dc.description (描述) 101351016 zh_TW dc.description (描述) 102 zh_TW dc.description.abstract (摘要) 商品上隨處可見形形色色的的知名動畫電影角色肖像在上面。動畫電影原本所要吸引的消費族群是以孩童為主，然而，仍有許多青少年族群以及成年人會購買動畫角色的周邊商品。本研究試著以成人消費者的角度，探討不同類型之動畫電影角色吸引消費者的原因所在，以及購買動畫電影角色授權商品的消費者又具備何種特性？ 本文研究架構包含喜愛度、熟悉度、相似度等與動畫電影角色吸引力有關之變數，以及個性一致性、認同效果、參考群體等與購買動機有關之變數。本研究將利用問卷調查與統計分析探討消費者對動畫電影角色的品牌態度、產品態度與產品購買意願之關係。 研究結果顯示：消費者對於角色喜愛度與相似度較高會產生較佳的角色品牌態度。而消費者對動畫電影角色的品牌態度，會透過影響產品態度進而影響產品的購買意願。影響產品購買意願的另一因素為消費者對於授權產品的認同效果。另外，本研究發現，消費者對產品態度與購買意願，會受到非人類與虛構人類的角色類別差異的影響。 zh_TW dc.description.tableofcontents 謝 辭……………………………………………………………… i摘 要……………………………………………………………… ii目 次……………………………………………………………… iii圖 次……………………………………………………………… iv表 次……………………………………………………………… v第一章 緒論……………………………………………… 1第一節 研究動機與背景………………………… 1第二節 研究目的……………………………………… 3第三節 研究流程……………………………………… 4第二章 文獻探討……………………………………… 5第一節 動畫電影角色代言人………………… 5第二節 動畫電影角色品牌授權…………… 10第三節 消費者購買行為………………………… 15第三章 研究方法……………………………………… 22第一節 研究架構……………………………………… 22第二節 研究假設與推論………………………… 23第三節 前測……………………………………………… 27第四節 變數操作性定義與衡量方式…… 31第五節 研究設計……………………………………… 38第四章 實證分析……………………………………… 39第一節 樣本結構……………………………………… 39第二節 因數與信度分析………………………… 45第三節 角色類型檢定……………………………… 56第四節 各研究變數之多元迴歸分析…… 59第五章 結論與建議………………………………… 66第一節 研究結果與討論………………………… 66第二節 實務管理意涵……………………………… 71第三節 研究限制與後續建議………………… 73參考文獻…………………………………………………………… 75附錄一 前測問卷………………………………………… 80附錄二 正式問卷(一)……………………………… 84附錄三 正式問卷(二)……………………………… 90 zh_TW dc.format.extent 1808396 bytes - dc.format.mimetype application/pdf - dc.language.iso en_US - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0101351016 en_US dc.subject (關鍵詞) 動畫電影角色 zh_TW dc.subject (關鍵詞) 角色代言人 zh_TW dc.subject (關鍵詞) 品牌授權 zh_TW dc.subject (關鍵詞) 個性一致性 zh_TW dc.subject (關鍵詞) 認同效果 zh_TW dc.subject (關鍵詞) 參考群體 zh_TW dc.title (題名) 動畫電影品牌商品化與購買意願之研究 zh_TW dc.title (題名) Effects of Brand Avatar on Purchase Intention─A Study of Animation Industry en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) 一、中文文獻1. 余淑吟(2004)，「非真人角色運用於電視廣告之內容初探」， 設計學研究，第7卷1期，頁65-84。2. 吳思華(1998)，「策略九說: 策略思考的本質」，台北：臉譜文化。3. 吳瑋茵(2002)，「代言人擬似真人程度之廣告效果研究」，國立中央大學企業管理研究所未出版碩士論文。4. 莊旻潔(2001)，「群體規範，認知，認同對產品態度與忠誠度的影響─以青少年之偶像崇拜行為為例」，國立政治大學國際貿易學研究所未出版碩士論文。5. 陳雅婷(2002)，「品牌認同感與所有權效果對品牌延伸評價之影響」，淡江大學管理科學學系未出版碩士論文。6. 黃藍瑩(2005)，「幼兒觀看卡通的樂趣之研究」，國立台北師範學院幼兒教育學研究所未出版碩士論文。7. 蔡文鈞、賴鈺晶、吳思華(2004)，「知識型商品擴散模式之理論性探討」，科技管理學刊，第9 卷3 期，頁117-152。8. 鄧旭宏(2005)，「卡通人物肖像授權商品之購買意願研究」，國立臺灣大學商學研究所未出版碩士論文，頁1-101。9. 賴哲亨(2000)，「參考群體建議類型對消費者決策的影響」，國立中央大學企業管理研究所未出版碩士論文。10. 賴鈺晶、蔡文鈞、顏如妙(2008)，「卡通肖像的價值創造邏輯」，科技管理學刊，第13卷2期，頁29-60。11. 賴靜鳳(1999)，「卡通人物商標與製造商品牌對消費者購買意願影響之研究」，國立成功大學國際企業研究所未出版碩士論文。12. 魏伊苹(2006)，「膠囊玩具消費體驗與價值之研究」，國立政治大學國際貿易學研究所未出版碩士論文。二、英文文獻1. Aaker, D. A. (1990). Brand Extensions: The Good, the Bad, and the Ugly. Sloan Management Review, 31(4), 47-56.2. Aaker, D. A. (1991). Management brand equity. New York: The Free Press.3. Aaker, D. A. (1995). Strategic market management: John Wiley & Sons.4. Aaker, D. A. (1996). Measuring brand equity across products and markets. California management review, 38(3), 103.5. Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions. The Journal of Marketing, 54(1), 27-41.6. Aaker, J. L. (1997). Dimensions of brand personality. Journal of marketing research, 34(3), 347-356.7. Aaker, J. L., Benet-Martinez, V., & Garolera, J. (2001). Consumption symbols as carriers of culture: A study of Japanese and Spanish brand personality constucts. Journal of Personality and Social Psychology, 81(3), 492-508.8. Anderson, N. H. (1968). Likableness ratings of 555 personality-trait words. Journal of Personality and Social Psychology, 9(3), 272.9. 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