肖像授權的商品價值與信任對消費者分享意願及購買意願之影響：專注肖像知名度之干擾角色

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题名:	肖像授權的商品價值與信任對消費者分享意願及購買意願之影響：專注肖像知名度之干擾角色 The Impacts of IP Character Licensed Product Values and Trust on Sharing Intention and Purchase Intention —— Focusing on IP Characters' Reputation
作者:	吳宜芳
贡献者:	全球品牌與行銷碩士在職學位學程
关键词:	肖像授權商品價值商品信任知名度分享意願購買意願
日期:	2020
上传时间:	2020-09-09 15:27:37 (UTC+8)
摘要:	智慧財產權為授權市場之熱門關鍵字之一，其中「角色經濟」為目前企業廣為應用之行銷手法之一。再者，「LINE」通訊軟體所帶動之貼圖商機造就許多新創的肖像角色，不同於過去大家熟悉的國際知名肖像，新創肖像以較低的授權金搶攻授權市場商機，使得更多的企業能夠以有限之行銷預算規劃授權商品活動。然而，低門檻的新創肖像是否具有同等的行銷效益及其價值？因此，本研究之目的為探討IP肖像授權商品之商品價值與信任，是否影響消費者的分享意願與購買意願，並加入肖像知名度為干擾變數，探討知名度高低與各變數之關係。研究結果發現：(一)肖像授權的商品價值會顯著正向影響消費者行為意圖。(二)肖像授權的商品信任會顯著正向影響消費者行為意圖。(三)肖像授權的商品價值與信任對於購買意願影響較大。(四)已具知名度的肖像不具干擾效果。應用於實務上表示若小型企業行銷預算有限，可以挑選權利金較低、但具知名度的新創肖像來規劃授權商品，若挑選適宜，一樣可以提升商品價值與商品信任，進而提昇消費者的分享意願與購買意願。 Intellectual Property (IP) is one of the popular keywords in the Licensing market, among them; the "Character Economy" is one of the marketing methods widely used by companies. In addition, the LINE sticker business opportunities brought by the "LINE" created many new IP characters. Unlike the internationally renowned IPs that are familiar to everyone in the past, these new IPs enter the Licensing market business with a lower royalty fee and enable more companies to develop the licensed products with a limited marketing budget. However, do those new IPs have the same marketing benefits and value? Therefore, the purpose of this research is to study whether the IP character licensed product values and trust affect consumers' sharing intention and purchase intention. Furthermore, and we add the IP character’ reputation as the Moderating Variables to explore the relationship between the MV and all variables. The results of this study show that the IP licensed product values and trust will significantly and positively affect consumer’s sharing intention and purchase intention. However, the IP characters’ reputation does not affect variables.
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