臺灣博碩士論文加值系統

社會上許多商品的外型，都可見到知名或不知名的卡通人物肖像在上面。雖然卡通原本所要吸引的消費族群是兒童，但卡通人物肖像商品的購買者除了兒童之外，還包括青少年、二十歲左右的大學生與研究生，甚至三、四十歲的成年人。因此本文試著以成人消費者的角度，分析他們對卡通人物肖像授權產品的態度與購買意願。
本研究採用調查法，探討卡通人物肖像授權商品之態度、購買意願與相關影響因素。共收集764份網路問卷，並對研究中所提出的模式進行分析，結果發現：消費者對於較熟悉的卡通人物會產生較佳的態度；對於外型、行為與個性較討喜的卡通人物也會產生較佳的態度。而消費者對卡通人物的態度，會透過影響產品態度，進而影響產品的購買意願。影響產品購買意願另一因素為消費者所感受到的群體規範，且群體規範對於產品購買意願的影響，會因為產品種類不同而異。另外，本研究還針對性別與年齡可能對模式中各變數產生之影響進行分析。

In daily life, we can observe many products with cartoon characters’ portraits. The target market of cartoon is children, but the buyers of these products include children, teenagers, and even adults. Therefore, from the perspectives of adults, this study analyzes the purchase intention of the products with cartoon characters’ portraits and its antecedent factors.
Using 764 samples collected in a website, we investigate the model proposed in this study and find that the more familiar customers are with a cartoon character, the better attitudes they will have toward the character. And the more likeable a cartoon character’s physical appearance, behavior, and personal characteristics are, the better attitudes customers will have toward the character. Furthermore, customers’ attitudes toward a cartoon character affect their purchase intention of the products with that character’s portraits, mediated by their attitudes toward the products. Besides, subjective norm also affects customers’ purchase intention, moderated by product type. Finally, this study analyzes the influences of gender and age on the model.

目 次
第一章 緒論............................................................................................ 1
第一節 研究動機......................................................................... 1
第二節 研究目的......................................................................... 3
第二章 文獻探討..................................................................................... 4
第一節 卡通的定義與應用.......................................................... 4
第二節 代言人吸引力.................................................................. 7
第三節 產品態度與購買意願....................................................... 11
第四節 群體規範......................................................................... 13
第五節 參考群體對產品與品牌決策的影響................................. 17
第六節 年齡................................................................................ 20
第三章 研究方法..................................................................................... 22
第一節 研究架構......................................................................... 22
第二節 研究假設......................................................................... 23
第三節 前測................................................................................ 25
第四節 變數的操作型定義與衡量方式........................................ 32
第五節 研究設計......................................................................... 37
第四章 研究結果..................................................................................... 40
第一節 樣本結構......................................................................... 40
第二節 量表之信度檢驗.............................................................. 44
第三節 操弄檢定......................................................................... 45
第四節 假設檢定之結果.............................................................. 48
第五節 性別與年齡的效果檢定................................................... 55
第五章 研究結論與建議.......................................................................... 61
第一節 研究結果與討論.............................................................. 61
第二節 行銷意涵......................................................................... 66
第三節 研究限制與未來研究方向................................................ 68

參考文獻............................................................................................ 71
附錄一............................................................................................ 76
附錄二..............................................................................................79
附錄三..............................................................................................84
附錄四............................................................................................ 90
附錄五....................................................................................... 92
附錄六......................................................................................... 98
圖 次
圖2-1：理性行為理論………………………………………………………... 14
圖2-2：計畫行為理論………………………………………………………... 15
圖3-1：研究架構...................................................................................... 22
圖4-1：模式假設檢定結果........................................................................ 51

表 次
表2-1：參考群體對產品與品牌決策的影響............................................... 17
表3-1：卡通人物受喜愛之前測結果.......................................................... 25
表3-2：卡通人物外型之前測結果............................................................. 27
表3-3：商品的產品類型前測結果............................................................. 29
表4-1：各卡通人物被選取次數分配與比例............................................... 40
表4-2：樣本基本資料之次數分配與比例.................................................. 40
表4-3：問卷題目之平均數與標準差……………………………………....... 42
表4-4：各變數之量表信度檢驗................................................................. 44
表4-5：卡通人物外型之正式實驗結果...................................................... 45
表4-6：卡通人物外型的T-test………………………………………………. 45
表4-7：商品的產品類型正式實驗結果...................................................... 46
表4-8：檢定背包態度為中介變數的相關迴歸分析………………………… 52
表4-9：檢定浴巾態度為中介變數的相關迴歸分析………………………… 53
表4-10：性別與年齡對於卡通人物態度相關效果之迴歸分析…………….. 55
表4-11：性別與年齡對於背包態度相關效果之迴歸分析………………….. 56
表4-12：性別與年齡對於浴巾態度相關效果之迴歸分析………………….. 57
表4-13：性別與年齡對於背包購買意願相關效果之迴歸分析…………….. 59
表4-14：性別與年齡對於浴巾購買意願相關效果之迴歸分析…………….. 60
表5-1：假設檢定結果整理………………………………………………….... 61
表5-2：性別與年齡在模式中的主效果與干擾效果結果整理…………….... 63

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