近年來，全球化的發展促進著區域經濟開發，商品透過肖像化的品牌效益更見顯著，衍生的肖像化品牌效益能否持續發展已引發許多相關的討論。2003年在SARS嚴重震撼台灣經濟的時期，口罩的消費成為最重要的交易活動，本文以口罩肖像化進行問卷調查，以統計分析軟體 SPSS 及統計方法進行探討影響因素是否有顯著性差異。本研究藉由口罩的消費者行為瞭解肖像品牌的發展過程中形成的問題。
本實證研究以台中都會區群眾為討論對象，期望能對未來的一般消費性商品發展之發展策略，提供適當之建議，提升企業管理規劃的品質。

In resent years the development of the whole globe boosts the exploitation of the region economy and the brand benefit of the merchandise increases by means of the characters. After that the issue that whether the brand benefit of characters derived be a sustaining development and improved becomes the focus of many discussions. During the period that the economy of Taiwan is seriously influenced by SARS in 2003, the behavior of consumers buying the respirators became the most important exchanging activities. This paper investigates whether the respirator possessed characters attributes in the form of questionnaire and discussed whether there are notable differences resulted from the influence factors by means of statistic analysis soft SPSS and statistic method. The intention of this paper is to understand the issues that are formed during the development process of the character brand by means of the consumer behavior of the respirator.
The demonstration of this paper focus on the citizens in TaiChung as the object of the discussion by means of the collection review of the literature. This paper intends to forward some proper suggestions for the strategy of the development of the upcoming common consuming merchandise and to promote the quality of management programming.

第一章 緒論-------------------------------------------1
第一節 研究背景 -----------------------------------1
第二節 研究動機與研究問題--------------------------4
第三節 研究目的------------------------------------6
第四節 研究流程------------------------------------7
第二章 文獻探討----------------------------------------9
第一節 品牌策略------------------------------------10
第二節 品牌知覺的思考------------------------------15
第三節 生活型態的影響------------------------------16
第四節 需求動機------------------------------------17
第五節 品牌策略之市場效果--------------------------20
第三章 研究方法 --------------------------------------21
第一節 研究規劃------------------------------------21
第二節 研究設計------------------------------------23
第三節 資料蒐集------------------------------------32
第四節 資料統計分析--------------------------------33
第四章 資料分析--------------------------------------36
第一節 受測樣本分析--------------------------------36
第二節 敍述統計分析--------------------------------40
第三節 推論統計分析--------------------------------43
第四節 相關分析------------------------------------63
第五章 結論與建議---------------------------------------65
第一節 研究結論 -------------------------------------65
第二節 研究建議-------------------------------------66
第三節 研究限制 ------------------------------------67
第四節 未來研究方向---------------------------------67
附 錄
參考文獻------------------------------------70
問卷----------------------------------------78

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