近來台灣有許多產品名人代言風波，除了名人代言外，另有廠商使用卡通人物為產品代言。本研究主要是探討卡通代言人對於購買意圖的影響，亦即檢測消費者透過對卡通人物的回憶、喜愛度、專業度與產品的適合度等因素，經由對卡通人物的信任，對於廣告的態度、品牌的態度而對購買意圖產生影響。 由於消費者對於產品涉入程度的差異會影響卡通代言對購買意圖的影響結果，本研究因此經由測試挑選出四種涉入程度無差異產品與七個卡通代言人。本研究使用結構方程模式進行理論架構的驗證，發現卡通代言人的專業度透過對卡通人物的信任影響消費者對於廣告的態度、品牌態度以及購買意圖。卡通人物的喜愛度透過對卡通人物的信任對於品牌態度與購買意圖有影響。而對卡通人物的回憶與卡通人物的適合度對於廣告態度、品牌態度與購買意圖沒有影響。未來行銷人員於使用卡通人物進行行銷活動時，應注意卡通人專業度的建立與喜愛度的形成。後續的研究可就網路中卡通代言人與消費者的互動關係作進一步的探討。 Recently, celebrity endorsement for products has been prevalent though somewhat controversial in Taiwan. Some companies may therefore use animation character for merchandise endorsement. The article focuses on exploring the relationships between expertise, likability, nostalgia and relevance of spokes-character and advertisement attitude, brand attitude and purchase intention, that were mediated by character-spokes trust. Differential product-involvement will affect the research conclusion, hence we select four indifferential-involvement product and seven spokes-characters. This research uses structural equation modeling and suggests spokes- character expertise influences advertisement attitude, brand attitude and purchase intention, that was mediated by character-spokes trust. And spokes- character expertise influences brand attitude and purchase intention, that was mediated by character-spokes trust. When Marketer hold marketing event via spokes-characters, they should have effort on the establishment of spokes-character trust and the formation of spokes-character likability. The future research could focus on the interactive relationship between spokes-character and consumers on line.
