企業公仔引發情緒與涉入程度之相關研究

Abstract

近年來，台灣企業發行企業形象代言人（spokes-character，亦稱企業公仔或角色代言人）來帶動買氣的風氣越來越流行，雖然傳統上只有在涉入程度較低的低涉入產品才會透過卡通公仔進行代言活動，如食品與嬰兒用品（Zaichkowsky, 1985），但綜觀近年台灣企業運用企業公仔的情況看來，搭配銷售的產品種類眾多，從涉入程度較低的產品甜甜圈連鎖店Mister Dounts到涉入程度較高的保險業台灣人壽等均採用企業公仔來促進銷售。

值得注意的是，這股公仔行銷風潮的主要消費者已經延伸到消費能力強大的「傑斗」（企業行銷網，2006），顯見卡通公仔對成年消費者亦具有相當的吸引力，因此，本研究乃針對成年消費者為進行研究，探討企業公仔行銷在不同涉入程度下，企業公仔使用的不同對成人消費者的影響。

本研究以「涉入程度」（高╱低）以及「企業公仔的使用情形」（使用高激越情緒企業公仔╱使用低激越情緒企業公仔╱無使用企業公仔）為自變項，而消費者的「訊息記憶」、「訊息注意力」及「廣告效果」（廣告態度、品牌態度與購買意願）為依變項，採用2×3獨立樣本實驗法作為研究方法，進行分析比較。

正式實驗蒐集了共200份有效樣本，針對成人消費者進行實驗後發現，引發高激越情緒的企業公仔可調節消費者的涉入程度，在高涉入情境下使用高激越情緒的企業公仔，反使廣告效果下降，反之，在低涉入情境下採用高激越情緒的企業公仔，能有效提昇廣告效果。而無論在何種涉入情況下，採用低激越情緒企業公仔對原有的廣告效果則無顯著影響。另一方面，訊息涉入與產品涉入在涉入理論上具有十分緊密的關係，從產品涉入的角度可發現，低涉入產品搭配高激越情緒的公仔為產品代言，其廣告效果、注意力與記憶效果均可提昇，而高涉入產品搭配低激越情緒的公仔為產品代言，能產生較好的廣告效果。

Recently, there are more and more industries use spokes-character (or called mascot) to bring more and more business. Although there was only low involvement products use spokes-character in traditional, for example of baby (Zaichkowsky, 1985). But in recent years, the spokes-characters in Taiwan used on many different kinds of industries, including the low involvement product “Mister Dounts” and the high involvement product such as insurance company “Taiwan Life Insureance”.

The spokes-character marketing is not only for children, but also for “Kidult”. Therefore, The focus of this study was on the adult this study ainced to find how different kinds of spokes-characters attract adults in different involvement’s levels.

This IV of this study aims involved level of “involvement (high, low)” and the arousal tenel induced by “spokes-characters’ high arousal, low arousal, and none”. The DVs involved consumers’ “message recognize”, “attention”, and “advertisement effects (AD attitude, brand attitude, and purchase intenstion)”. An experiment employed a 2×3 factorial design.

This main study collceted 200 adult samples. The findings show that the highly aroused spokes-characters could affect adult consumers’ level of involvement. When consumers in high involvement and emoutered highly aroused spokes-character, they would reduce the advertising effects. Contratiously, when consumers low in involvement and collocated highly aroused spokes-character, they would enhance the advertising effects. Netrncr in any kinds of involvement levels, advertising collocated lowly aroused spokes-characters wouldn’t affect advertising effects.