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    題名: 虛擬角色代言人之可愛程度、故事性、產品特徵一致性對消費者態度、記憶之影響
    The Effects of Spokes-character`s Cuteness, Narrative and Character-product Congruence on Consumer`s Attitude and Recognition
    作者: 曾宜婷
    Tzeng, Yi Tyng
    貢獻者: 張卿卿
    Chang, Ching Ching
    曾宜婷
    Tzeng, Yi Tyng
    關鍵詞: 角色代言人
    可愛
    一致性
    故事
    日期: 2016
    上傳時間: 2016-09-02 01:33:11 (UTC+8)
    摘要: 近年台灣許多企業和政府機構爭相採用角色代言人，試圖拉近消費者與產品、品牌的距離，然而關於角色代言人的研究仍存在部分缺口。本研究觀察角色代言人在實務上的運用，從「可愛」、「產品特徵一致性」、「故事」三個變項切入，探究品牌運用具備不同條件之角色代言人是否會影響消費者的廣告態度、品牌態度以及廣告記憶、品牌記憶。
    本研究採用2（可愛程度高／可愛程度低）× 2（角色代言人與產品特色的一致性高／角色代言人與產品特色的一致性低）× 2（有故事／沒故事）的三因子實驗設計（factorial experiment design）。研究結果顯示，角色代言人可愛程度高低確實會影響消費者的廣告態度與品牌態度。此外，當消費者為男性時，無論角色代言人可愛程度高低，品牌態度沒有太大的差異，而當消費者為女性時，若角色代言人可愛程度高，會有較好的品牌態度。
    實驗成果為實務界提供參考，倘若業者推出角色代言人的行銷目的是提升消費者的廣告、品牌態度，設計階段必須特別留意角色代言人可愛與否，畢竟角色代言人外觀定稿、搭配行銷活動曝光後，通常不會做大幅度的修改。此外，在著手設計角色代言人之前，必須先釐清目標客群為何，若是以女性為主要客群的商品，設計角色代言人時必須格外注重可愛的外觀。
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    描述: 碩士
    國立政治大學
    傳播學院傳播碩士學位學程
    103464014
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