社群媒體的興起為臺灣文創產業的圖像創作打開一道商機，並牽動臺灣角色經濟的發展，台灣插畫家透過筆下創作的虛擬角色開始網路圖文經營，題材來自對臺灣社會面貌到日常生活的觀察，憑藉幽默詼諧口吻及網路傳播的擴散效應，至今在社群上的影響力已不容小覷。加上國外角色經濟的前景可觀，使得國內政府與企業紛紛挹注資源，扶植角色發展品牌化並擴展商業模式，如業配、聯名或圖像授權；而本研究聚焦社群媒體行銷的範疇，探討圖文角色與商業品牌「業配」模式下的廣告效果，基於角色使用社會幽默特質（有 vs.無）作為廣告訴求，並搭配合作推廣的產品類型（功能型 vs.享樂型），共形成四組廣告策略，另外加入消費者幽默需求的個體差異作為干擾變數，透過實驗法模擬實務中業配貼文的型態，釐清變數間的影響關係。

本研究採用實驗法，共執行兩次前測、一次預試及一項正式實驗。受測樣本為有追蹤並瀏覽圖文角色之經驗，且年齡為 20 歲（含）以上並具有消費能力的上班族群。一共回收 245 份有效樣本，經分析發現：（1）業配貼文中使用社會情境幽默相較於不使用，會得到更高的廣告態度、購買意願及社群媒體參與行為；（2）當搭配享樂型產品時，社會情境幽默相較於非幽默情境，能促進更高的社群媒體參與行為；（3）當搭配功能型產品時，社會情境幽默相較於非幽默情境，會產生較佳的購買意願；（4）消費者幽默需求程度高時，社會情境幽默搭配享樂型產品相較功能型產品，會產生更高的社群媒體參與行為；（5）消費者幽默需求程度低時，社會情境幽默搭配功能型產品相比享樂型產品，會引發更高的購買意願。

The rise of social media has opened up a business opportunity for graphic creation in Taiwan's cultural and creative industries and has led to the development of Taiwan's character merchandising. Taiwanese illustrators have started online graphic business through virtual characters created by their pens, with themes derived from their observations of Taiwan's social landscape and daily life, and with their humorous tone and the spreading effect of online communication, they have gained a significant
influence in the community so far. In addition, the promising prospects of the character economy abroad have led the domestic government and enterprises to invest resources in supporting the development of character branding and expanding business models, such as sponsorship, co-branding, or intellectual property.

This study focuses on the field of social media marketing and explores the advertising effectiveness of the sponsorship between graphic characters and commercial brands, based on the use of socially-oriented humor (humorous vs. nonhumorous) as an advertising appeal by the characters, and the types of products
(utilitarian vs. hedonic) that are co-promoted. Four groups of advertising strategies were formed. In addition, individual differences in consumers' need for humor were added as a moderating variable, and the influence of the variables was clarified by experimentally simulating the sponsored content in practice.

This research used an experimental method, consisting of two pre-tests, one pilot test, and one formal experiment. The samples of this study were office workers who had the experience of tracking and browsing online graphic characters, were aged 20 or above, and had the ability to spend money. A total of 245 samples were collected and analyzed. The results showed that: (1) The use of social humor in sponsored content is associated with higher advertising attitudes, purchase intention and social media engagement than no use at all. (2) When paired with hedonic products, social humor can significantly promote higher social media engagement than non-humorous contexts. (3) When paired with utilitarian products, social contextual humor can significantly generate better purchase intention than non-humorous contexts. (4) When the need for humor is high, social humor with hedonic products generates higher social media engagement behaviors compared to functional products. (5) When the need for humor is low, social humor context with functional products generates higher purchase intention compared to hedonic products.

論文審定書.....................................................................................................................i
誌謝................................................................................................................................ii
摘要................................................................................................................................ii
Abstract.........................................................................................................................iv
第一章 緒論 ...............................................................................................................1
第一節 研究背景................................................................................................1
第二節 研究動機與目的....................................................................................6
第三節 研究範圍................................................................................................9
第四節 研究問題..............................................................................................10
第五節 研究流程.............................................................................................11
第二章 文獻回顧 .....................................................................................................12
第一節 角色經濟..............................................................................................12
一、國外角色經濟之發展與概況......................................................13
二、國內角色經濟之發展與概況......................................................15
三、角色之定義與特性......................................................................17
四、臺灣角色與網路社群之發展......................................................19
第二節 業配......................................................................................................22
一、業配的定義與發展......................................................................23
二、業配效果之研究回顧..................................................................24
第三節 幽默訴求..............................................................................................25
一、幽默類型與效果..........................................................................26
二、幽默元素與社群媒體..................................................................28
第四節 產品類型..............................................................................................29
第五節 幽默需求..............................................................................................30
第六節 廣告效果..............................................................................................31
一、廣告態度......................................................................................33
二、產品態度......................................................................................36
三、購買意願......................................................................................36
四、社群媒體參與行為......................................................................37
第三章 研究方法 .....................................................................................................41
第一節 研究架構..............................................................................................41
第二節 假說推論..............................................................................................41
一、社會情境幽默對廣告效果的影響..............................................41
二、社會情境幽默與產品類型的廣告效果......................................43
三、消費者幽默需求在社會情境幽默與產品類型交互作用下對廣
告效果的干擾..............................................................................45
第四章 實驗設計 .....................................................................................................48
第一節、樣本與實驗設計..................................................................................48
第二節、實驗刺激與前測..................................................................................48
一、前測一：實驗刺激的選擇..........................................................49
二、前測二：設計實驗貼文內容與檢測幽默程度..........................52
第三節、預試......................................................................................................58
第四節、實驗程序..............................................................................................60
第五節、研究變項之操作性定義與衡量方法..................................................66
一、操弄性檢驗變數..........................................................................66
二、應變數..........................................................................................66
三、干擾變數......................................................................................69
四、控制變數......................................................................................69
第五章 資料分析 .....................................................................................................71
第一節、樣本之敘述性統計..............................................................................71
第二節、變數之平均數、標準差及量表信度分析..........................................74
第三節、研究變數之操弄性檢定......................................................................75
一、社會情境幽默之操弄性檢定......................................................75
二、產品類型之操弄性檢定..............................................................76
第四節、假說驗證..............................................................................................78
一、相關分析......................................................................................78
二、社會情境幽默對廣告效果的主要效果......................................78
三、社會情境幽默與產品類型對廣告效果的交互效果..................82
四、幽默需求的干擾效果..................................................................89
五、小結..............................................................................................93
第六章 結論 .............................................................................................................96
第一節、研究發現與討論..................................................................................96
一、業配貼文使用社會情境幽默對廣告態度、購買意願及社群媒
體參與行為的廣告效果顯著高於不使用社會情境幽默；對產
品態度則無顯著差異..................................................................96
二、當業配貼文中搭配享樂型產品時，對社群媒體參與行為有顯
著差異，且有使用幽默效果優於不使用幽默的情況..............97
三、當業配貼文中搭配功能型產品時，對購買意願有顯著差異，
並且搭配幽默情境相較於不使用，有較佳的購買意願..........98
四、消費者幽默需求存在邊際顯著的干擾效果..............................99
第二節、研究貢獻............................................................................................100
一、學術意涵....................................................................................100
二、實務意涵....................................................................................101
第三節、研究限制與未來研究建議................................................................103
參考文獻....................................................................................................................105
附錄............................................................................................................................127
附錄一：前測一問卷........................................................................................ 127
附錄二：前測二問卷........................................................................................ 135
附錄三：預試及正式實驗所使用之問卷........................................................ 138

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