Line貼圖所具有的情感行銷力，能為品牌帶來更大的傳播相乘效果，擴展品牌的知名度。然而，不見得每家企業都能獲得成功的品牌行銷效益。因此本研究以Line企業貼圖為例，探討貼圖行銷對於品牌及產品購買意願的影響。本研究採網路問卷，調查Line貼圖圖像與品牌的情感一致性，及Line貼圖虛擬角色代言人、品牌與使用者三者之形象一致性，是否會對品牌情感依附及產品購買意願造成影響。本研究結果發現，Line貼圖品牌與使用者真實自我、社會自我之間的形象一致性越高，越能提升品牌情感依附，與品牌產品的購買意願。本研究擴展自我一致性理論的運用，將其延伸探討Line貼圖圖像與品牌之間的情感一致性，以及Line貼圖虛擬角色代言人、品牌與使用者自我之間的形象一致性，並提供實務建議給欲使用Line企業貼圖行銷的品牌，須將消費者的自我納入品牌行銷的考慮，以達到有效貼圖行銷的目的。

Line Stickers have the power of emotional marketing that can bring greater spread multiplying effects to the brand, and increase brand’s awareness. However, it’s not every company can acquire such successful brand marketing benefit. Therefore, take Line’s Sponsored Stickers as an example, this study explored the effects of stickers marketing on the brand and product’s purchasing intention. An online survey design was adopted to collect the data. The study examined the effects of emotional consistency between Line Stickers’ pictures and the brand, and self-congruence between Line Stickers’ spokes-characters, the brand and users on emotional brand attachment and product’s purchasing intention. The results revealed that the higher the brand, user’s actual self and social self’s self-congruence, the better the emotional brand attachment and product’s purchasing intention. The study extended the self-congruence theory to emotional consistency between Line Stickers’ pictures and brand, and self-congruence between Line Stickers’ spokes-characters, brand and users. At last, this study provided some practical suggestions for brand who considering using Line Stickers for marketing.

誌謝 i
摘要 ii
Abstract iii
第壹章　緒論 1
第一節 研究背景與動機 1
第二節 研究問題與目的 2
第貳章 文獻探討 6
第一節 貼圖行銷 6
一、貼圖的歷史 6
二、電子貼圖 7
三、貼圖與行銷的關係 9
第二節 品牌情感（brand emotion） 12
一、品牌情感定義 12
二、品牌情感相關研究 12
第三節 虛擬角色代言人（spokes-characters） 14
一、虛擬角色代言人定義 14
二、虛擬角色代言人相關研究 15
三、小結 16
第四節 自我一致性理論（self-congruence theory） 17
一、自我概念定義 17
二、自我一致性 19
三、自我一致性相關研究 21
四、小結 23
第五節 品牌情感依附（emotional brand attachment） 24
一、品牌依附 24
二、品牌情感依附相關研究 25
三、小結 26
第六節 購買意願（purchase intention） 26
一、購買意願定義 26
二、購買意願相關研究 27
三、小結 27
第參章 研究方法 29
第一節 研究架構 29
第二節 研究假設 29
第三節 研究方法與設計 34
一、研究對象 34
二、品牌的選擇 35
三、研究過程 38
第四節 操作型定義 38
第肆章 研究結果分析 44
第一節 描述性統計 44
第二節 信效度分析 52
一、整體信效度分析 52
二、分組信效度分析 54
第三節 t檢定與單因子變異數分析 57
第四節 常態分佈檢定 58
第五節 結構方程式結果分析 58
第六節 假設檢定 64
第伍章 研究討論 66
第一節 情感一致性對品牌情感依附的影響 66
第二節 貼圖角色代言人與品牌形象一致性對品牌情感依附的影響 67
第三節 貼圖角色代言人與自我形象一致性對品牌情感依附的影響 68
第四節 貼圖品牌與自我形象一致性對品牌情感依附的影響 69
第五節 品牌情感依附對購買意願的影響 70
第陸章 結論與建議 72
第一節 結論 72
第二節 研究貢獻 73
第三節 研究限制與建議 76
參考文獻 78
附錄 89

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