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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/67572


    Title: 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
    Authors: 張雅絜
    Chang, Ya Chieh
    Contributors: 陳建維
    張雅絜
    Chang, Ya Chieh
    Keywords: 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
    Date: 2013
    Issue Date: 2014-07-21 15:34:34 (UTC+8)
    Abstract: 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。
    Reference: 一、中文文獻
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    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。
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    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。

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    Description: 碩士
    國立政治大學
    國際經營與貿易研究所
    101351016
    102
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0101351016
    Data Type: thesis
    Appears in Collections:[國際經營與貿易學系 ] 學位論文

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