隨著智慧型行動載具的普及，許多企業使用行動通訊軟體貼圖作廣告，讓品牌在使用者溝通過程進行宣傳。由於本研究目的為了解LINE貼圖外表吸引力及其他自變數與行動意圖應變數間的因果關係，因此本研究針對LINE的39歲以下使用者進行實驗法，以網路問卷進行便利抽樣，以三個實驗了解貼圖外表吸引力、貼圖費用、貼圖自我表述能力、貼圖品牌識別度對於LINE使用者行為意圖之影響。
本研究發現，品牌貼圖外表吸引力與貼圖費用對於貼圖下載意圖皆有顯著的影響力，但品牌貼圖外表吸引力與貼圖費用並沒有交互作用。此外，品牌貼圖的外表吸引力與自我表述能力對於個人吸引力皆有顯著的影響力，而貼圖產生的個人吸引力對於貼圖下載意願具有正向影響。另外，品牌貼圖外表吸引力與品牌識別度對於品牌態度皆有顯著的影響力，且品牌態度對於產品購買意圖／服務採用意圖具有正向的影響力，消費者對品牌原本的忠誠度會干擾貼圖外表吸引力與貼圖品牌識別度對品牌態度的影響。

As smart mobile devices have become universal, many enterprises advertise their products or services by using stickers of communication applications (APPs)to promote their brands.. This research aims to examine the causal relationship between the physical attractiveness of LINE stickers and consumer behaviors. The results showed that the physical attractiveness and the costs of brand stickers have a significant main effect on users’ intention to download the stickers. However, there is no interaction effect between the physical attractiveness and the costs of brand stickers. Besides, the physical attractiveness of brand stickers has significant effects on both self-presentation capacity and interpersonal attraction. In particular, interpersonal attraction produced by stickers has a positive effect on users’ intention to download the stickers. Moreover, both the physical attractiveness of brand stickers and the brand identity have significant effects on the attitude toward the brands. Participants’ attitude toward the brands has positive effects on product purchasing intention/service use intention. Further, consumers’ loyalty to the brand was found to moderate the effects of the physical attractiveness of brand stickers and the brand identity on brand attitude.

目錄

論文審定書……………………………………………………………………………i
誌謝……………………………………………………………………………………ii
中文摘要……………………………………………………………………………iii
英文摘要……………………………………………………………………………iv
壹、緒論………………………………………………………………........................1
第一節 研究背景與動機……………………………………………………....1
第二節 研究目的與問題……………………………………………………....4
貳、文獻探討…………………………………………………………..........................7
第一節 品牌貼圖外表吸引力 ……………………………………………......7
一、虛擬代言人…………………………………………………………....7
二、超人際溝通…………………………………………………………....9
三、自我表述……………………………………………………….…....11
第二節 消費者行為意圖與行銷效果 ……………………………………....14
一、消費者行為意圖……………………………………………………....14
二、品牌態度……………………………………………………………....18
三、品牌識別……………………………………………………………....20
四、知覺風險…………………………………………………………………....23
五、品牌忠誠度………………………………………………………………....26
參、研究方法…………………………………………………………........................29
第一節 研究對象 …………………………………………………………....29
第二節 實驗設計 …………………………………………………………....30
一、實驗一………………………………………………………………....30
二、實驗二………………………………………………………………....35
三、實驗三……………………………………………………………….41
第三節 變數操作性定義及衡量 ………………………………………….47
一、貼圖費用 …………………………………………………………….47
二、貼圖外表吸引力…………………………………………………........48
三、品牌貼圖自我表述能力 …………………………………………….48
四、個人吸引力………………………………………………….....……..48
五、貼圖下載意圖 ……………………………………………………….48
六、品牌貼圖的品牌識別度 .....………………………………………....49
七、品牌態度 …………………………………………………………….49
八、貼圖所行銷之產品／服務知覺風險………………………………...49
九、受測者對品牌原本的忠誠度 ……………………………………….50
十、產品購買意圖／服務採用意圖……………………………………...50
第四節 測量工具信效度 …………………………………………………....50
一、效度 ………………………………………………………………….51
二、信度 ………………………………………………………………….54
肆、資料分析………………………………………………………….....................56
第一節 實驗一..….………………………………………………………….56
一、樣本資料結構分析………………………………………………….56
二、正式問卷信效度…………………………………………………….59
三、假說驗證…………………………………………………………….60
第二節 實驗二..….……………………………………………………...62
一、樣本資料結構分析…………………………………………………….62
二、正式問卷信效度……………………………………………………....65
三、假說驗證……………………………………………………………....67
第三節 實驗三..….………………………………………………………….71
一、樣本資料結構分析………………………………………………….71
二、正式問卷信效度…………………………………………………….74
三、假說驗證…………………………………………………………….76
伍、結論與討論………………………………………………………................87
第一節 研究發現 …………………………………………………........87
第二節 研究貢獻 …………………………………………………………....91
一、學術貢獻…………….…………………………………………...91
二、實務貢獻…………….………………………………………………94
第三節 研究限制與未來方向 ………………………………………………95
參考文獻 ……………………………………………………………...............98
附錄 ………………………………………………………………..........................111

圖次

圖2-1 雙中介假說（dual mediation hypothesis，DMH）模型…………………….19
圖3-1 研究架構一………………………………………………………………......31
圖3-2 研究架構二..………………………………………………………………....35
圖3-3 研究架構三..………………………………………………………………....42

表次

表3-1 年齡與LINE 使用交叉分析 …………….................…………….................... 30
表3-2 實驗一貼圖篩選結果….……..……….................…………….......................... 33
表3-3 實驗一貼圖外表吸引力平均數….…………..……………………................... 33
表3-4 實驗一貼圖篩選標準……………..……...………………………..................... 34
表3-5 實驗一貼圖外表吸引力成對樣本T 檢定..................………............................ 35
表3-6 實驗二貼圖篩選結果 .……....……….....…………………….......................... 37
表3-7 實驗二貼圖外表吸引力平均數..…………..……………………...................... 38
表3-8 實驗二貼圖自我表述能力平均數………...……………………....................... 38
表3-9 實驗二貼圖篩選標準 ………………….........…………………....................... 38
表3-10 實驗二貼圖外表吸引力成對樣本T 檢定 .........…………………….............. 39
表3-11 實驗二貼圖自我表述能力成對樣本T 檢定 ........…………………................ 40
表3-12 實驗二貼圖自我表述能力成對樣本T 檢定（文字與圖像並存與純圖像）...... 41
表3-13 實驗三貼圖篩選結果 ………………………...........……………………......... 45
表3-14 實驗三貼圖外表吸引力平均數 ………………...........…………………......... 45
表3-15 實驗三貼圖品牌識別度平均數 …………………………...………................. 45
表3-16 實驗二貼圖篩選標準 ……………………………………...………................. 46
表3-17 實驗三貼圖外表吸引力成對樣本T 檢定 …………………..……….............. 46
表3-18 實驗三貼圖品牌識別度成對樣本T 檢定 …………………..……….............. 47
表3-19 前測問卷各衡量構面之因素分析摘要表 ………………...………................. 51
表3-20 前測貼圖外表吸引力之負荷量及解釋變異量 …………...………................. 52
表3-21 前測問卷各衡量構面之信度分析摘要表 ……………………………............ 54
表4-1 實驗一樣本資料結構 ………………………………………………................ 56
表4-2 實驗一各實驗組之樣本組成 …………………………………….................... 57
表4-3 實驗一問卷衡量構面之因素分析摘要表 ………………………………........ 59
表4-4 實驗一貼圖下載意圖之負荷量及解釋變異量………………………….......... 59
表4-5 實驗一問卷各衡量構面之信度分析摘要表 ……………………………........ 60
表4-6 實驗一雙因子變異數分析摘要表 ………………………………………........ 61
表4-7 實驗一貼圖下載意圖平均數 ……………………………………………........ 62
表4-8 實驗一貼圖下載意圖成對樣本T 檢定 …………………………………........ 62
表4-9 實驗二樣本資料結構 …………………………………………….................... 63
表4-10 實驗二各實驗組之樣本組成 …………………………………………............ 64
表4-11 實驗二問卷各衡量構面之因素分析摘要表 …………………………............ 65
表4-12 實驗二各衡量構面之負荷量及解釋變異量 …………………………............ 66
表4-13 實驗二問卷各衡量構面之信度分析摘要表 …………………………............ 67
表4-14 實驗二雙因子變異數分析摘要表 ……………………………………............ 68
表4-15 實驗二個人吸引力平均數 ……………………………………………............ 69

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