政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/152429

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/152429

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政大典藏 > College of Commerce > MBA Program > Theses > Item 140.119/152429

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/152429

Title:	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
Authors:	廖翊喬 Liao, Yi-Chiao
Contributors:	陳冠儒 Chen, Kuan-Ju 廖翊喬 Liao, Yi-Chiao
Keywords:	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
Date:	2024
Issue Date:	2024-08-05 12:10:46 (UTC+8)
Abstract:	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. 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.
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