臺灣博碩士論文加值系統

近年來許多知名企業及品牌，皆發展自有的吉祥物或代表的角色人物，來幫助企業突顯產品、服務的差異性，希冀藉由虛擬代言人的吸引力，提升消費者對企業的品牌形象觀感。因此本研究從虛擬代言人特性、廣告態度、品牌形象、品牌經驗的構面討論，企圖了解虛擬代言人是否影響消費者對於企業的品牌形象觀感，及影響的程度與面向，以非享樂主義取勝的金融服務業為主，選中上海商業儲蓄銀行所推出的pukii作為研究個案。
本研究架設網路問卷進行調查，回收414份有效問卷，而後對問卷的填答資料進行描述性統計分析、信度分析、相關分析、迴歸分析與變異數分析，以驗證研究假設。除了量化的實證資料之外，本研究輔以深度訪談，了解企業公司內部的觀點與業界專家的評論，用以對照量化研究的結果，並補充其不足。
實證結果如下：
一、 虛擬代言人的好感度與可信度皆能夠影響廣告態度，並適用於各種消費族群。
二、 虛擬代言人好感度之下的構面：人格化、外型特徵、幽默感；虛擬代言人可信度之下的構面：相關性、專業性、懷舊性，皆能夠影響消費者的廣告態度。
三、 消費者的廣告態度會影響企業的品牌形象，其成效也具體呈現在消費者的回饋上。
四、 消費者的廣告態度會影響企業的品牌形象之下的功能性形象、象徵性形象、經驗性形象。
五、 不同程度的消費者的品牌經驗，並不會調節消費者的廣告態度對品牌形象的影響力。
　　最後根據實證結果，並輔以質化訪談資料，對上海商業儲蓄銀行提出有效運用虛擬代言人的方法，進而提升企業的品牌形象之具體建議。

　　Many famous enterprises have devoted virtual figure to distinguish their products and services. Therefore, the report attempts to research from different aspects such as virtual figure’s character to realize whether virtual figure can affect corporate image. Pukii is the main virtual figure mentioned in the report.
The survey was through the Internet. After receiving 414 effective questionnaires, the author did SPSS statistical analyses to prove the research hypotheses. Besides, the report provides some qualitative researches. Based on comments from industry experts by deep interview, the report can contrast the qualitative and quantitative results.The conclusions are:
1. Spokes-character’s favorability and credibility can affect aconsumer’s advertising attitude.
2. Likeablity of Spokes-character has three dimensions: personifikation, appearance, humour, and credibility of Spokes-character of Spokes-character also has three dimensions: relevancy, expertise, nostalgia.All of them can affect aconsumer’s advertising attitude.
3. Consumer’s advertising attitude could affect corporate brand image. The effect is also reflected by consumers’ feedback.
4. Consumer’s advertising attitude could affect functional image, symbolic image and experiential image in corporate brand image.
5. Separate consumers’ brand experience do not affect consumers’ advertisement attitude and effects of brand image.
Based on empirical results with qualitative research, the report provides several ways to utilize spokes-character and suggestions to promote the brand image for the bank.

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與研究問題 6
第二章 文獻探討 8
第一節 代言人相關之研究 8
第二節 虛擬代言人 9
第三節 品牌形象 21
第四節 廣告態度 31
第五節 品牌經驗 35
第六節 小結與研究假設 39
第三章 研究方法 42
第一節 研究架構 42
第二節 個案介紹 44
第三節 變項操作型定義 46
第四節 問卷設計 50
第五節 量化資料分析的統計方法 66
第六節 深度訪談 68
第四章 資料分析 71
第一節 樣本基本資料分析 71
第二節 問卷題項之答題狀況 74
第三節 各構面之相關程度 79
第四節 假設驗證 81
第五節 人口統計變項與各構面之差異 90
第六節 深度訪談－上海商業儲蓄銀行使用虛擬代言人pukii之策略應用與評論 96
第五章 結論與建議 108
第一節 研究結論 108
第二節 實務建議 113
第三節 研究限制 117
第四節 後續研究建議 118
參考文獻 119
附錄一 125

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