近年來，越來越多品牌想要創造自己的非人物角色代言人，相較於一般代言
人，行銷人員可以完全掌握非人物角色代言人，同時，這也被認為是一個風險較低的品牌策略。過去研究顯示，娃娃臉被認為是比成熟臉更容易受人信任的，進而會較容易說服他人。本研究以過去可愛效應的研究為基礎，發展假說，針對不同形象非人物角色代言人、品牌－顧客關係以及廣告訊息語氣對廣告效果的影響進行討論。
本研究採用實驗設計法本研究以實驗設計法進行，操弄非人物角色代言人形
象 (可愛特質 vs.成熟特質)、品牌－顧客關係(交易型 vs.共享型)以及廣告訊息語氣(果斷 vs.非果斷)三個自變數，為 2x2x2 三因子實驗，一共建立八種不同之實驗情境，透過廣告態度、品牌態度以及購買意願三個不同的依變數，探討不同情境對效果的影響。
研究結果可透過調節適配理論進行解釋，發現當非人物角色代言人擁有可愛
特質時，品牌－顧客關係以及廣告訊息語氣存在交互作用，對於可愛非人物角色代言人而言，當消費者感知品牌－顧客關係為交易型關係時，果斷廣告訊息語氣較非果斷廣告訊息語氣來的更有效果，然而，當品牌－顧客關係為共享型時，則得到相反的結果；而當非人物角色代言人為成熟特質時，在交易型品牌－顧客關係中，採取非果斷的廣告訊息語氣會提升消費者的品牌態度，但在共享型品牌－顧客關係中，採取果斷或非果斷語氣則無顯著差異。

More and more brands want to create their own spokes-characters. Compared with
endorsers, spokes-characters can be fully controlled by marketers and are considered as
less risky in brand strategy. Previous research shows that a cute face is perceived as
more trustworthy than a mature face, and thus, is more likely to induce agreement with
the message. Based on the previous research of the cuteness effects, we develop hypotheses
of how different spokes-character trait, brand-customer relationship and
message tone affect advertising effectiveness.
The present study uses experimental design to investigate the effects of the trait
of spokes-character (cute vs. mature), brand-customer relationship (communal vs. exchange)
and message tone (assertive vs. nonassertive). A 2x2x2 factorial design is
conducted. Eight different scenarios are established and advertising effects are measured
through three dependent measure: attitude to the advertising, brand attitude, and
purchase intention.
The result can be explained through regulatory fit theory. When a spokes-character
is cute, there is an interaction between brand-customer relationship and message
tone. When consumers perceive the brand-customer relationship as exchange, an assertive
message used in advertising is more effective than a non-assertive one. When
consumer perceived the brand-customer relationship as communal, opposite results are
obtained. When a spokes-character is mature and consumers perceive the brand-customer
relationship as exchange, a non-assertive message used in advertising is more
effective than an assertive one. However, there is no difference between assertive and
nonassertive message when consumers consider the brand-customer relationship as
communal

目錄
論文審定書................................................................................................................... i
誌謝................................................................................................ii
中文摘要..........................................................................................iii
英文摘要..........................................................................................iv
第壹章 緒論................................................................................................................ 1
第一節 前言............................................................................................................ 1
第二節 研究背景.................................................................................................... 1
第三節 研究目的與問題........................................................................................ 5
第四節 研究架構.................................................................................................... 5
第貳章 文獻回顧..........................................................................................................8
第一節 前言............................................................................................................ 8
第二節 非人物角色代言人.................................................................................... 8
第三節 品牌-顧客關係...................................................................................... 17
第四節 廣告訊息語氣呈現方式.......................................................................... 19
第五節 小結.......................................................................................................... 22

第參章 研究設計與方法.......................................................................................... 23
第一節 前言.......................................................................................................... 23
第二節 研究假設與架構...................................................................................... 23
第三節 前測.......................................................................................................... 26
第四節 研究變數的操作型定義與問卷題項設計.............................................. 30
第五節 研究設計.................................................................................................. 32
第六節 小結.......................................................................................................... 36
第肆章 研究結果分析.............................................................................................. 37
第一節 前言.......................................................................................................... 37
第二節 樣本背景資料.......................................................................................... 37
第三節 信度分析.................................................................................................. 39
第四節 研究設計之操弄檢定.............................................................................. 40
第五節 研究假設之檢定...................................................................................... 44
第伍章 結論與建議.................................................................................................. 58
第一節 前言.......................................................................................................... 58
第二節 研究結果討論.......................................................................................... 58
第三節 研究貢獻.................................................................................................. 61
第四節 研究限制.................................................................................................. 63
第五節 未來研究與建議...................................................................................... 64
第六節 小結.......................................................................................................... 65
參考文獻...................................................................................................................... 66

附錄一 前測問卷(一).......................................................................................... 72
附錄二 前測問卷(二).......................................................................................... 75
附錄三 前測問卷(三).......................................................................................... 78
附錄四 前測問卷(四).......................................................................................... 81
附錄五 正式問卷(一)版本 A..............................................................................84
附錄六 正式問卷(二)版本 B .............................................................................. 88
附錄七 正式問卷(三)版本 C .............................................................................. 92
附錄八 正式問卷(四)版本 D..............................................................................96
附錄九 正式問卷(五)版本 E ............................................................................ 100
附錄十 正式問卷(六)版本 F ............................................................................ 104
附錄十一 正式問卷(七)版本 G........................................................................108
附錄十二 正式問卷(八)版本 H........................................................................112

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