卡通人物肖像授權商品之購買意願研究

Abstract

社會上許多商品的外型，都可見到知名或不知名的卡通人物肖像在上面。雖然卡通原本所要吸引的消費族群是兒童，但卡通人物肖像商品的購買者除了兒童之外，還包括青少年、二十歲左右的大學生與研究生，甚至三、四十歲的成年人。因此本文試著以成人消費者的角度，分析他們對卡通人物肖像授權產品的態度與購買意願。 本研究採用調查法，探討卡通人物肖像授權商品之態度、購買意願與相關影響因素。共收集764份網路問卷，並對研究中所提出的模式進行分析，結果發現：消費者對於較熟悉的卡通人物會產生較佳的態度；對於外型、行為與個性較討喜的卡通人物也會產生較佳的態度。而消費者對卡通人物的態度，會透過影響產品態度，進而影響產品的購買意願。影響產品購買意願另一因素為消費者所感受到的群體規範，且群體規範對於產品購買意願的影響，會因為產品種類不同而異。另外，本研究還針對性別與年齡可能對模式中各變數產生之影響進行分析。

In daily life, we can observe many products with cartoon characters’ portraits. The target market of cartoon is children, but the buyers of these products include children, teenagers, and even adults. Therefore, from the perspectives of adults, this study analyzes the purchase intention of the products with cartoon characters’ portraits and its antecedent factors. Using 764 samples collected in a website, we investigate the model proposed in this study and find that the more familiar customers are with a cartoon character, the better attitudes they will have toward the character. And the more likeable a cartoon character’s physical appearance, behavior, and personal characteristics are, the better attitudes customers will have toward the character. Furthermore, customers’ attitudes toward a cartoon character affect their purchase intention of the products with that character’s portraits, mediated by their attitudes toward the products. Besides, subjective norm also affects customers’ purchase intention, moderated by product type. Finally, this study analyzes the influences of gender and age on the model.