| Summary: | 碩士 === 國立成功大學 === 國際企業研究所 === 88 === Cartoon character trademarks is frequently used to promote the products in children’s market. The purpose of the marketers using cartoon character trademarks is to make use of the cartoon characters’ celebrity and favoritism to appeal the customers to but the products. However, nowadays cartoon character trademarks are also used in many adult products.
The marketing strategy using cartoon character trademarks on products cause many people to buy this kind of products and thus makes many products have good performance of sales. However, it is worth our attention to that now the main customers buying products with cartoon character trademarks are the adults that have consumption ability, not the children which are thought to be the customers of those products traditionally.
After all, is cartoon character trademarks really have influences on customers’ purchase intention ? What kind of manufacturer brand should coordinate with cartoon character trademarks to promote its products? Does cartoon character trademarks fits all kind of products? Cartoon character trademarks has more influence on children or on the adults? In order to probe into these problems, we regard both children and the adults as the objects to study the influences of the cartoon character trademarks (with/without), manufacturer brand (famous/not famous) and product categories.
The main purpose of the research is intended to answer the above mentioned questions. For this reason, related literatures will be reviewed in order to develop research hypothesis first. Then, an experiment was designed and implemented to obtain the data for hypothesis testing. Finally, the research results were discussed and suggestions for the cartoon character trademarks were also be proposed.
The major findings of the study are presented as follows. First, consumers will have higher purchase intention on products with higher brand awareness. Second, children have higher degree of acceptance about products with cartoon character trademarks than adults. Third, when brand awareness of manufacturers is low, cartoon character trademarks have a significant effect on purchase intention. Fourth, when brand awareness of manufacturers is high, cartoon character trademarks have a significant effect on purchase intention on products with low perceived risk.
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