卡通代言人品牌相關性與消費者涉入度對廣告效果之影響

Abstract

近年來，越來越多企業為自己的品牌打造專屬卡通代言人，已逐漸成為一種趨勢，然而，卡通代言人的特質有所差異，有些與品牌或產品聯結強，有些與品牌或產品的聯結弱，所以，本研究定義前者為品牌相關性高，後者為品牌相關性低。上述這些卡通代言人均成功引起消費者的注意與喜愛，但是，相關研究中，研究卡通代言人品牌相關性的廣告效果付之闕如，而研究消費者的內在歷程亦相當少，由此引發研究興趣。 因此，消費者訊息涉入、卡通代言人品牌相關性差異對廣告效果的影響，成為本研究關注的焦點。以認知推敲模式為主要理論依據，試圖了解消費者受卡通代言人品牌相關性高低影響所造成的資訊處理差異。 在研究方法部分，本研究採實驗法，以消費者訊息涉入（高/低）、卡通代言人品牌相關性（高/低）為自變項，認知反應、品牌態度、購買意願為依變項，以2×2的獨立樣本多因子變異數（factorial ANOVA）實驗進行分析比較。 研究結果顯示，消費者訊息涉入度、卡通代言人品牌相關性對認知反應、品牌態度、購買意願有顯著的交互作用。對訊息涉入高者而言，他們對卡通代言人品牌相關性高較低者產生較多正向認知反應、較正面的品牌態度及較高的購買意願；對訊息涉入低者而言，他們對卡通代言人品牌相關性高與低的認知反應、品牌態度、購買意願則無顯著差異。

In recent years, the rise of the phenomenon of enterprises make spokes-character for brand. However, spokes-character is difference. Some connect with brand or products strongly, the others connect weak. This study defines the former is “high brand-relatedness ”, the latter is “low brand-relatedness ”. Above these spokes-characters evoke consumer's attention and liking successfully, but there is no studying about the influence of spokes-characters brand-relatedness on advertising effect, and few studying about inherent of consumers. Therefore, cause the interest of studying. We focus on the influence of consumer’s message involvement, spokes-character relatedness on advertising effect. We depend on the “Elabortation Likelihood Model（ELM）”,and try to understand the degree of spokes-character brand-related cause the difference of consumer’s information processing.The study adopts the experiment study, regarding the message involvement（high / low）, spokes-character brand relatedness（high / low）as the independent variables as well as cognitive response, brand attitude, purchase intention as the dependent variable. A 2X2 factorial design is utilized to compare the effect. The study show that, consumer’s message involvement and brand relatedness interact with cognitive response, brand attitude, and purchase intention. When consumers involve high, the high spokes-character brand-relatedness comparably with low cause more favorable cognitive response, more positive brand attitude, and higher purchase intention. When consumers involve low, the high spokes-character brand-relatedness comparably with low cause no difference.