| Summary: | 碩士 === 世新大學 === 資訊傳播學研究所(含碩專班) === 101 === The purpose of this thesis is to explore the emotional factors and emotional identity illustrator goods can deliver, will influence consumers' purchase intention. The affective trigger human emotions to produce pleasant or unpleasant reaction such as joy, anger, sadness, happiness. About the research design in this thesis, according to the "Stimulus - Response" theory, setting external stimuli as "Unique", "Symbolic Needs" and "Popular" will affect consumer purchase intentions by using quantitative research and questionnaire investigation. The pre-test questionnaire completing by member of the new generation of illustrators Cubbish fan group and formal questionnaire are completed by member of the association of Illustrators fan group. In this thesis, the formal questionnaire issued a total of 556 valid samples of 530, and adopting the reliability and validity analysis, factor analysis, regression analysis, summarizing the collected data.
Researches for domestic illustrator are focuses on advertising effectiveness or licensing model, in this thesis, we focused on the decision-making process before the consumer's consuming behavior. The analysis showed that the inputs to external stimuli emotional factors to obtain the following variance, namely "Illustrator Meaning", "Illustration Style", "illustrator excited", "Reflection Life Experience", "Illustrator Attract Elements" and "Share Popular", and more than emotional factors can affect positive increase of emotional identification, thus increasing consumers' purchasing intentions, available for follow-up to the upcoming or commodities as a reference for the illustrations in the planning, increasing consumer freshness to emotional factors and emotional identity and create business opportunities.
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