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The Influence of Sticker Spokes-Character on Brand Equity and Purchase Intention-A Study of LINE App
Consumer Purchase Intention
With the popularity of portable devices, the adoption of global mobile APPs has been highly booming. Among them Instant Messaging APP has been far from other types of APPs, which obviously shows its hit. In Taiwan, LINE App has successfully taken up the most market , ranking the first, through the original Spokes-Characters, like Brown, Cony, Moon, ad James, etc, and lovely animated stickers, which truly exemplifies character marketing. How do these Spokes-Characters show the effects? What characteristics do they own? Whether do they really help improve the Brand Equity of LINE and further have impacts on purchase intention? Those questions have been regarded as the motive and the purpose of the research. The research is aimed at the LINE App users in Taiwan with the mean of questionnaires on the Net to conduct the empirical study. There were 638 copies of questionnaires collected from the respondents, 595 copies of which were effective. Then the descriptive statistics have been done and the reliability and validity have been examined. The result has also been analyzed by Descriptive statistics, Pearson Correlation Analysis, Multiple Regression Analysis, Path Analysis in order to prove the hypothesis. The findings of the research as follows: 1.The “Likability” and “Storytelling” of the LINE Spokes-Characters have positive impacts on consumer purchase intention. 2.The “Likability”, “Storytelling”, “Usefulness” and “Match-Up” of the LINE Spokes-Characters have positive impacts on “brand loyalty and perceived quality” to Brand Equity. The “Likability”, “Usefulness” and “Match-Up” have positive impacts on “brand awareness and brand association” to Brand Equity. 3.Brand Equity has positive impacts on consumer purchase intention. 4.The relationship between characteristics of the LINE Spokes-Characters and consumer purchase intention is partially mediate affected by Brand Equity.
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