沈永正Yung-Cheng Shen鄭明媚Dorelene Kate So Valencia2019-09-032021-08-152019-09-032016http://etds.lib.ntnu.edu.tw/cgi-bin/gs32/gsweb.cgi?o=dstdcdr&s=id=%22G060355002O%22.&%22.id.&http://rportal.lib.ntnu.edu.tw:80/handle/20.500.12235/94623商標是被很多人採用的促進即時識別的符號。這項研究的目的是討論抽象和形象化的商標如何影響產品聯想的效果。本論文的實驗比較了8個抽象化商標和8個形象化商標的產品類別的聯想，以個人代理作為干擾變數。74個參與者寫下他們認為符合公司商標所提供的服務或產品。抽象的商標比形象化的商標有顯著的產品聯想。然後參與者被分為高或低級別個人代理來填寫BIF問卷。高級個人代理比低級個人代理顯著於可以聯繫起來更多的抽象化商標的產品種類，但沒有體現在形象化商標。研究結果還顯示，抽象化商標可以把上位產品類別和想了性產品類別聯繫起來，然而形象化商標可以把下位產品類別和功能性產品類別聯繫起來。研究還發現抽象商標比形象商標在若聯想強度上有更顯著的影響。這些結果表明，抽象和形象的商標在消費者如何關聯產品類別方面有著顯著的不同。Logos are visual symbols used by many to promote instant recognition. The aim of this research was to investigate how abstract and figurative logos affect product representation. The experiment in this thesis compared product category associations of 8 abstract logos and 8 figurative logos, with level of personal agency as moderator. Seventy-four participants associated assigned logos with as many product categories as they see fit. Abstract logos had significantly more associations than figurative logos. The participants were then classified into high or low-level agents using the Behavioral Identification Form questionnaire . High-level agents significantly associated more product categories with abstract logos than low-level agents, but not with figurative logos. The results also show that abstract logos were associated with superordinate and imagery product categories, whereas subordinate and functional categories were associated with figurative logos. It was also found that abstract logos have significantly weaker association strengths than figurative logos. These findings indicate that abstract and figurative logos significantly differ in how consumers associate product categories with them.抽象化商標形象化商標產品聯想個人代理Abstract logoFigurative logoProduct category associationLevel of personal agency