第五章 結論與建議
第四節 未來研究建議
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第四節 未來研究建議
一、其他品牌來源國與卡通代言人來源國的組合
本研究來源國的挑選，考量我國消費者對日本的偏好，故選擇日本作為實 驗國家，未測量受測者對來源國的國家印象，著重於來源國一致性，故未將國家 喜好度納入實驗。在品牌來源國更換為其他國家時，對品牌態度可能造成影響。
除了日本之外，中國、美國的卡通代言人，如喜羊羊、迪士尼卡通代言人等，於 我國的行銷應用也相當盛行，因此建議後續研究者在品牌及卡通代言人的來源國 家可以考量受測者的國家喜好度之外，可以採用其他國家組合進行研究。
此外，對於未來的研究，建議研究者可嘗試在卡通代言人的造型進行操弄，
Kitty、哆啦 A 夢等進口的卡通代言人都曾推出當地限定的造型，如淡水紅櫻花 與 Kitty 合作推出在地化的「寶島凱蒂」，在地化或來源國造型也可能影響卡通代 言人來源國對品牌態度。
二、媒體類型選擇
本研究採用平面廣告的形式進行實驗，隨著多媒體時代的來臨，消費者的 媒體使用習慣也發生改變。若將實驗的廣告形式改為廣播或廣告影片時，在實驗 物中加入動態影像及聲音等多媒體元素。卡通代言代言人的部分，則如同國外進 口的動畫片，代言人搭配上來源國或當地語言的雙語台詞時，也可能會影響對品 牌的態度。
三、不同實驗產品選擇
本研究採用筆記型電腦與罐裝咖啡作為實驗產品進行實驗，產品聯想國皆 屬於國外，李佳純(2011)指出，產品聯想國為本國時，可能使本國的品牌來源塑 造有較佳的評價。若後續研究使用產品聯想國傾向台灣的產品，如烏龍茶、醬油
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等產品類別，則可能有不同的效果，因此建議後續研究者可選擇不同產品或不同 產品聯想國設計實驗。
四、特定族群研究
相較於一般消費者，動漫迷群可能更可以接受卡通代言人和品牌的合作活 動，可能會更關心合作的品牌的關聯性與來源國訊息，進而產生不同的影響。後 續研究可以以特定的族群為對象，以調查法或訪談等方式進一步探討卡通代言人 對該族群的影響。
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http://www.chinatimes.com/newspapers/20140903000318-260210 親愛的先生小姐您好！
我是政治大學廣告所的學生，目前正在進行一項廣告對品牌態度的相關研 究。此份問卷調查純粹作為學術論文研究使用，絕不會對外公開您的個人資料，
敬請放心填答。非常感謝您抽空填寫此問卷並提供寶貴的意見！
政治大學廣告所 指導教授：賴建都教授 研究生：蔡鎧旭敬上
第一部份：筆記型電腦及罐裝咖啡使用及購買行為
◎這部份的問題是有關於您對即筆記型電腦及罐裝咖啡之使用及購買行為，請按 實際情形，在下列每一題中最適當的方格內打「 」。
1.請問您是否購買過罐裝咖啡？ □是; □否 (若否，請跳答第3題);
2.請勾選您曾購買過的罐裝咖啡品牌？(可複選)
□星巴克; □西雅圖; □UCC; □BOSS; □伯朗咖啡;
□貝納頌; □偉恩咖啡; □其他___________________(請填品牌名);
3.請問您是否購買過筆記型電腦？ □是; □否(若否，請跳答第二部分) 4.請勾選您曾購買過的筆記型電腦品牌？(可複選)
□MAC; □HP; □IBM; □SONY; □TOSHIBA;
□SHARP; □ASUS; □ACER; □其他_________________(請填品牌 名);
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情境說明:
台灣的人氣卡通代言人萊歐獅與日本品牌 KUMAKON 電腦聯名推出新型筆記 型電腦「KUMAKON NOTE」，以下是聯名筆記型電腦的形象廣告。
請依您主觀感受回答下方問題。
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情境說明:
日本人氣卡通代言人ライオくん與台灣品牌 KUMADOU 咖啡聯名推出新產品 罐裝咖啡「KUMADOU COFFEE」，以下是聯名罐裝咖啡的形象廣告。
請依您主觀感受回答下方問題。