角色行銷近年來十分盛行，過去相關的研究多以平面廣告為訊息傳播媒介，較少探討角色代言人在網路行銷的應用，此外，社群網路服務的崛起在網路行銷上掀起了一陣旋風，社群網站已是企業運用口碑行銷的重要根據地，也藉此強化企業的品牌形象。
耑此，本研究以博客來網路書店OKAPI為例，探討社群網站以擬人化的卡通角色作為代言人是否能夠產生良好的廣告效果？而在涉入程度不同下又有何影響？本研究以不同社群網站主角（角色代言人/企業商標）與涉入程度（高/低）為自變項，而以廣告態度與品牌態度為依變項，並以網路使用者為研究對象，採問卷調查法進行。
本研究共回收325份有效問卷，結論顯示，不同的社群網站主角對廣告效果的影響具顯著性，在不同涉入程度下的廣告效果也有所不同：涉入程度低者，角色代言人與企業商標之廣告效果有顯著差異；而涉入程度高者，角色代言人與企業商標在廣告態度上有顯著差異，但在品牌態度上則否。

Character Marketing is popular in recent years. Many studies of Spokes-Character conduct by the print media before, less on the Internet Marketing. Furthermore, the social media in the Internet Market has become a new trend. The social network service has been an important business strategy by the marketing of word of mouth, and it also strengthen the brand image of the corporate.

Therefore, this study attempts by the case of the Spokes-Character, OKAPI, from The BOOKS.COM.Co.,Ltd. This main study aims to find the influent of advertising effect with different spokesperson of Facebook and different involvement in e-shopping. The Independent Variable of this study aims the different spokesperson in Facebook (Spokes-Character and Trademark) and involvement in e-shopping (high and low). Dependent Variable is advertising effects (advertising attitude and brand attitude). The survey conduct through the Internet by the internet users.

In this main study, 325 valid questionnaires were collected, the findings shows that Spokes-Character as the spokesperson of Facebook will enhance advertising effects. And different level of involvement in e-shopping also influence the different advertising effect.

目 錄

第壹章 緒論 1
第一節 研究背景 1
第二節 研究動機與目的 3
第三節 研究流程 5
第四節 研究限制 6
第貳章 文獻探討 7
第一節 角色代言人 7
第二節 網路行銷 13
第三節 廣告效果 23
第四節 涉入程度 27
第参章 研究設計 31
第一節 研究架構 31
第二節 研究假設 32
第三節 各構面操作性定義與衡量 33
第四節 問卷設計與實施程序 37
第肆章 資料分析與討論 44
第一節 樣本輪廓 44
第二節 敘述性統計 47
第三節 因素檢測 52
第四節 信度檢測 56
第五節 假設檢定 58
第伍章 結論與建議 66
第一節 研究結論 66
第二節 理論與實務意涵 69
第三節 未來研究建議 72
參考文獻 73
附錄 網路問卷 79

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