| dc.description.abstract | Smart phones are very popular nowadays. The market of mobile application (App) is growing faster. How to achieve success has become very critical problem for application developers. We found ＂Line＂ is distinguished from others mobile applications. Line use its stickers (eg: Brown, Cony ...) to create his own market. No matter where people see these stickers, we all know that is belonging to Line Cooperate. The stickers represent Line successfully. In our study, we will defined these stickers as spoke characters and separate the spoke character into three attributes, including spoke character’s attractiveness, spoke character’s familiarity and spoke character’s likability. And then we try to find the relationship among spoke character, brand image and brand extension. We explore whether these relationship can influence people’s purchase intention. Because of the popularity of the Internet we add the social network into our research model.
The study is base on Garretson & Niedrich (2004) and Dwivedi et al. (2010) research model , and we also use the rational behavior theory (Fishbein & Ajzen, 1975). The results showed that both spoke character’s attractiveness and spoke character’s likeability are very important. When the new entrants want to design the spoke characters should focus on these two attributes. and the spoke character’s familiarity for the brand extension has a positive impact, but not significant. This result also gives the new entrants an inspiration. The relationship between social network and purchase intention have shown a significant effect. It means social network really have enormous influence for us nowadays.
Key word: spoke character, brand image, brand extension, purchase intention, social network
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