企業利用吉祥物的特質來傳遞企業理念給消費者，也讓消費者對企業品牌與產品有深刻的印象。企業吉祥物除了塑造企業之獨特個性之外，也變成企業與消費者之間重要溝通之橋梁。除此之外，企業吉祥物除了強化消費者對企業品牌的印象，企業所推出的企業吉祥物之專屬周邊商品更是吸引消費者之購買，進而讓消費者因受到企業吉祥物之特質而更加喜愛與信任此企業品牌，讓消費者對於該品牌形成良好與正面的態度，進而引發其購買行為，因此「品牌態度」納入研究構面之一。
在企業經營課題上，如何推廣商品並提升購買率是企業重要課題，因此「品牌行銷」納入研究構面之二。因許多文獻研究指出「消費者認知」程度越高，越能提升「購買意願」，而「購買意願」之提升有助於企業增加利潤並使企業永續經營。因此「消費者認知」納入研究構面之三，並將「購買意願」納入研究構面之四。
另外，本研究探討「消費者認知」在企業吉祥物的「品牌態度」、「品牌行銷」與「購買意願」之間的中介效果。
本論文透過填寫問卷之方式，以網路通訊軟體詢問各網路社團中願意接受調查的消費者，因此受訪者能在無負擔之情況下填寫問卷來增加問卷之有效精確性。總計問卷共300份。
經實證統計分析結果如下：
一、企業吉祥物之「品牌態度」、「品牌行銷」對「消費者認知」呈顯著正向影響；
二、「消費者認知」對「購買意願」呈顯著正向影響；
三、企業吉祥物之「品牌態度」、「品牌行銷」對「購買意願」呈顯著正向影響；
四、企業吉祥物之「品牌態度」、「品牌行銷」與「消費者認知」對「購買意願」呈顯著正向影響；
五、企業吉祥物之「品牌態度」、「品牌行銷」會透過「消費者認知」的部份中介效果，影響「購買意願」。
結論：根據本研究結果，提出以下建議：
一、企業吉祥物之「品牌態度」、「品牌行銷」與「消費者認知」構面中以「消費者認知」對「購買意願」最具影響，因此企業應強化「消費者認知」的構面，進而有利創造企業的利潤及知名度；
二、企業吉祥物構面中，「品牌態度」、「品牌行銷」可促進「消費者認知」的建立，「品牌態度」、「品牌行銷」會透過「消費者認知」的部份中介效果影響「購買意願」。；
三、消費者的購買意願中，有一部分是需要消費者對企業吉祥物的認知而產生消費者購買行為；因消費者認知為主觀認知。因此對消費者購買行為有重要之影響效果。



關鍵字：企業吉祥物、品牌認知、購買意願

Brand mascots are created by unique images and characters to convey specific corporate philosophies to consumers, aiming at building strong and positive connections between corporate brands and products. Brand mascots have become an important communication channel between corporates and consumers. Consumers attracted and enhanced by brand mascots in terms of images and characters are more willing to trust and purchase products and the exclusive series of the same brands. Therefore, brand attitude was the first facet in this research.
In terms of corporate business, how to promote products to increase puechase rates has become an important issue. Hence, brand marketing was the second facet in this research. Besides, many research studies have shown that the higher the consumer awareness level, the more purchase intention it will grow. With the growing purchase intention, corporates can enhance their profits and operate in a sustainable way. Hence, consumer awareness and purchase intention were the third and the forth facets in this research. In addition, this research examined the intermediate effect of consumer awareness among brand attitude, brand marketing, and purchase intention of corporate mascots.
In this study, a total of 300 questionnaires were distributed online to participants, so that they could feel free to fill out questionnaires to increase validity of the questionnaire. A total of 300 electronic copies were gathered and considered to be valid questionnaries. Therefore, the recall rate is 100%.
The research results of this study are as follows:
1. Brand attitude and brand marketing of corporate mascots had significantly positive influences on consumer awareness.
2. Consumer awareness had a significantly positive influence on purchase intention.
3. Brand attitude and brand marketing of corporate mascots had significantly positive influences on purchase intention.
4. Brand attitude, brand marketing, and consumer awareness of corporate mascots had significantly positive influences on purchase intention.
5. Brand attitude and brand marketing of corporate mascots would influence purchase intention through the partial intermediate effect of consumer awareness.

Conclusions:
On the basis of the research results, the suggestions are as follows:
1. Among the facets of brand attitude, brand marketing, and consumer awareness of corporate mascots, consumer awareness plays the most important role in influencing purchase intention. Thus, corporates should build up more consumer awareness to create profits and increase corporate reputations.
2. The facets of brand attitude and brand marketing of corporate mascots can improve the establishment of consumer awareness. Brand attitude and brand marketing influence purchase intention through the partial intermediate effect of consumer awareness.
3. Purchase intention is partially influenced by consumer awareness to corporate mascots and then generating purchase behavior. Consumer awareness is so subjective that it plays an important role in influencing purchase behavior.

Keywords：Brand Mascot, Consumer Brand Awareness, Purchase Intention

論文審定書 i
謝誌 ii
摘要 iii
Abstract v
圖次 x
表次 xi
第一章　緒論 1
第一節　研究背景與動機 1
第二節　研究目的 2
第二章　文獻探討 3
第一節 企業吉祥物定義與功能 3
第二節 消費者品牌認知 12
第三節 購買意願 15
第四節 各變數相互關係之研究 17
第三章　研究方法與問卷設計 21
第一節 研究架構與假設 21
第二節 研究變項的操作型定義與問卷設計 23
第三節 研究對象與抽樣方法 30
第四節 資料分析方法 37
第四章 資料分析結果與討論 41
第一節 研究變項描述性統計 41
第二節 差異性分析 42
第三節 研究變項之迴歸分析 50
第五章 結論與建議 55
第一節 結論 55
第二節 建議 60
參考文獻 62

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