第六章 結論
第三節 研究限制與未來研究建議
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積對角色的好感與記憶。此次實驗設計中，在受試者觀看平面廣告前只看過一次 角色代言人的故事，因此能對受試者造成的影響可能有限。
第二節 學術與實務貢獻
一、角色代言人可愛程度高低確實會影響消費者的廣告態度與品牌態 度
研究發現角色代言人可愛程度高低確實會影響消費者的廣告態度與品牌態 度，當角色代言人可愛程度高時，消費者對廣告、品牌的態度較佳。因此，實務 業者在委託設計師設計角色代言人時，倘若推出角色代言人的行銷目的是提升消 費者的廣告態度或品牌態度，必須留意角色代言人外觀可愛與否，畢竟角色代言 人的外觀定稿、與各種行銷活動搭配曝光後，通常不會再做大幅度的修改。
二、女性比較吃可愛這一套
本研究結果顯示，當消費者為男性時，無論角色代言人可愛程度高低，品牌 態度沒有太大的差異，當消費者為女性時，若角色代言人可愛程度高，會有較好 的品牌態度。因此，研究者認為實務界在著手設計角色代言人之前，必須先釐清 自己的目標客群為何，若是以女性為主要客群的商品，則設計角色代言人時必須 著重其可愛的外觀。
第三節 研究限制與未來研究建議
一、研究限制
（一）實驗法的研究限制
本研究所採用的實驗法存在固有的研究限制，實驗法藉由操控自變項、控制 外在環境，驗證自變項與依變項之間的因果關係，然而實驗法有外在效度不足的 缺點，無法將實驗結果完全外推至真實世界，因此實驗結果的解釋例可能有侷限 性，無法完全類推解釋消費者在真實世界的情形。
（二）樣本來源限制
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（例：爭鮮壽司）、Youtube實景影片（例：熊本熊）、電影（例：統一超商OPEN 將）、電腦遊戲（例：高雄捷運《前進吧！高捷少女 Initiating Station》、微軟藍 澤光美少女養成遊戲）。受限於時間與經費上的限制，本研究採用雜誌新聞作為
Initiating Station》、微軟藍澤光美少女 養成遊戲
二、未來研究建議
（一）可愛的展現方式
本研究以圓臉、大眼睛、看起來天真、誠實、單純等角色代言人的外觀，作 為可愛程度的操弄依據，然而體現角色代言人可愛的方式很多元，除了外貌元素
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之外，角色的動作、表情、舉手投足都是可愛展現的形式，未來研究或許可以嘗 試以不同的方式操弄角色代言人的可愛程度。
（二）低涉入商品
本研究測試的商品—小魚乾和香蕉牛奶—皆為低涉入商品。根據Petty and Cacioppo (1983)的詳儘可能性模型（Elaboration Likelihood Model，簡稱ELM）， 當訊息的涉入程度（involvement）越高，消費者認真審視訊息的動機便越高；反 之，若涉己程度越低，動機亦越低。未來或許可以將高涉入商品納入研究範圍，
或是探討商品涉入度程度不同是否消費者的記憶、態度。
（三）角色代言人的故事類型
本研究僅測試故事有無是否影響消費者的廣告態度、廣告記憶、品牌態度、
品牌記憶，但沒有對故事類型進行細分。Mark and Pearson（2001）曾將成功品 牌說故事的基礎歸納為十二個神話原型，包括靠勇敢行為證明自身價值的英雄、
幫助人蛻變的魔法師、喜歡打破規則的亡命之徒、快樂活在當下的弄臣等等。或 許未來研究可以將這十二個神話原型整合成幾種故事類型，並探討不同故事類型 對不同族群消費者造成的影響差異。
（四）角色代言人的個性塑造
本研究僅測試角色代言人外表的可愛程度是否影響消費者的廣告態度、廣告 記憶、品牌態度、品牌記憶，以及男女的反應差異，然而除了外貌之外，成功的 角色塑造還包含角色的個性，因為個性與性格的設定讓角色代言人有了生命
（Phillips, 1996）。
過去已有研究證實，透過操弄角色代言人外觀所顯現的角色性格差異，會影 響消費者的品牌態度與品牌信任（Folse, Netemeyer & Burton, 2012），本研究認 為透過故事中的言語、行動，能更完美的塑造、展現出角色性格，而品牌或許也 能透過角色代言人的個性彰顯品牌價值。因此，未來研究可以探討故事中角色代 言人個性塑造對消費者的影響。
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