品牌擬人化對消費行為意圖之影響：以農業品牌為例

Abstract

市面上已經有許多農企業善用「擬人化」與「電子商務」結合作為行銷的方式，並且取得很大的迴響，可惜的是相關的論文研究極少，故本研究以品牌擬人化、社會臨場感與行為意圖為變數建立理論架構，本研究選擇食米為標的，探討米在初級、次級與休閒農業品牌擬人化對消費者行為意圖的影響，並以社會臨場感為中介變數，試圖彌補相關的研究缺口。 本研究在文獻回顧後建構理論模型並提出4個假設，分別為相比非擬人化，擬人化品牌之下消費者的行為意圖更高；擬人化程度愈高，社會臨場感程度也愈高；社會臨場感程度愈高，行為意圖程度也愈高；以及社會臨場感在擬人化與行為意圖之間的影響具中介效果。本研究之實驗設計是以準實驗法模擬不同的情境再以問卷方法收集受測者對不同變數的評分再進行資料分析，共回收560份問卷，共計487份有效問卷，實證結果驗證所有假設皆成立。本研究推論品牌擬人化可以讓消費者產生可愛、好感等正面情緒，直接影響消費者的行為意圖，而在網路銷售時也可以透過加強動畫、圖片等視覺以及第一人稱敘述方式，增加消費者的社會臨場感，讓消費者產生品牌「像人」的感覺，使消費者感覺到品牌易親近、有溫度、有說服力等，間接對消費者的行為意圖產生影響，讓消費者產生想要購買或推薦的行為。 根據研究發現，建議包括農業生產者應設計專屬擬人化品牌人物在網路平台、實體通路的產品作為行銷推廣之用，電商平台也應加強擬人化品牌人物的動畫、圖片等，以增強消費者對品牌的印象；也可以善用臉書（Facebook）等社群平台與潛在消費者進行互動、傳遞品牌相關資訊；在休閒農業園區等觀光景點可以置放大型擬人化品牌人物公仔、安排比擬真人大小的布偶在園區內供親子拍照、推出劇場活動或相關動畫以吸引小朋友目光，或是可以與其他產業進行異業合作吸引更多消費者。 關鍵詞：品牌擬人化、農業生產者、社會臨場感、行為意圖、電子商務

Many agribusinesses in the market have made good use of “Anthropomorphism” and “E-Commerce” as a marketing method and seen greatly positive results. Unfortunately, there are very little research done on this topic; Therefore, this study uses brand anthropomorphism and social presence. Therefore, this study establishes a theoretical framework based on brand anthropomorphism, social presence and behavioral intentions, and discusses the impact of agricultural brand anthropomorphism on consumer’s behavioral intentions in the primary, secondary and tertiary sector brands, and use social presence as a mediator try to make up for relevant research gaps. The experimental design used quasi-experimental method to simulate different situations and then collected the scores of different variables by questionnaires and then analyzed the data. A total of 560 questionnaires were collected. This study constructs a theoretical model after reviewing the literature and proposes four hypotheses. [H1] is compare to un-anthropomorphized brand, the consumer's behavioral intention is higher under the anthropomorphized brand. [H2] is the higher the degree of anthropomorphism, the higher the degree of social presence is. [H3] is the higher the degree of social presence is, the higher the degree of behavioral intentions is. [H4] is that social presence has a mediating effect between anthropomorphism and behavioral intention. Based on the consequence of this study, it was found the above assumptions are all true, and the situation in primary, secondary and tertiary sector is also applicable. According to the results, this study infers that brand anthropomorphization can make consumers have positive emotions such as cuteness and affection, will directly affect consumers' behavior intentions. In the online sales, consumers can also enhance the social presence by enhancing the amount of pictures and animations or first-person narrative strain, so that consumers can feel the brand “Humanity” and make consumers feel that the brand is easy to get close. Other feeling like warmness, persuasiveness also indirectly affects the consumer's behavioral intentions, making consumers want to buy or recommend the product. Finally, based on the research results, this study believes that the use of anthropomorphism is a very effective way to establish agricultural brands. Specific recommendations include agricultural producers should design products with exclusive anthropomorphic brand characters on the Internet platform and physical channels for marketing promotion. The E-Commerce platform should also strengthen animations and pictures of anthropomorphic brand characters to enhance consumers' impression of the brand. They can also use social platforms such as Facebook to interact with potential consumers and deliver brand-related information. In the leisure agricultural parks, can set a magnified anthropomorphic brand figure dolls, arrange life-size puppets in the park for parents to take pictures for their kids, launch theater activities or related animations to attract children's attention. Cross-industry cooperation can also attract more consumers.