品牌關係品質對口碑宣傳意願的影響：虛擬代言人特性的角色

The Effects of Brand Relationship Quality on Word-of-Mouth Intention: The Role of Virtual Spokes-Characters

近年公部門為推動政策，大多選擇塑造自有品牌專屬的虛擬代言人來拉近與大眾的距離，因此公部門與大眾之間的品牌關係品質也愈趨重要，其中，虛擬代言人的特性更具影響力。在過去研究顯示，品牌關係品質對口碑宣傳意願有影響，且虛擬代言人特性對口碑宣傳意願有影響，因此，本研究旨在探討品牌關係品質、虛擬代言人特性與口碑宣傳意願的關係。 本研究以認識勞動力發展署中彰投分署的虛擬代言人－賈中哥之大眾為研究對象，探討品牌關係品質是否會透過虛擬代言人特性進而影響口碑宣傳意願，透過本研究將可讓公部門在行銷宣導時更瞭解要如何發揮虛擬代言人的特性。 本研究共計發放250份調查問卷，剔除部分填答不完全等問卷後之有效回收問卷共計221份，有效問卷的回收率為88.4％。研究結果顯示：(1)品牌關係品質會正向影響口碑宣傳意願；(2)品牌關係品質會正向影響虛擬代言人特性；(3)虛擬代言人特性會正向影響口碑宣傳意願；(4)品牌關係品質會透過虛擬代言人特性正向影響口碑宣傳意願；本研究依據研究結果提出管理意涵及後續研究建議。

In order to promote policies, various public sector bodies have chosen to create virtual spokes-characters for their own brands to be closer to the people over the past few years. Therefore, the brand relationship quality between the public sector and the has become increasingly critical. The virtual spokes-characters are of particular influence. Previous studies have suggested that the brand relationship quality affected word-of-mouth intention, and the virtual spokes-characters also impacted word-of-mouth intention. Thus, the present study explored the relationships among the brand relationship quality, virtual spokes-characters, and word-of-mouth intention. This study recruited participants who know JobGogo－a virtual spokes-characters of the Taichung-Changhua-Nantou Regional Branch of Workforce Development Agency, Ministry of Labor, to discuss if the brand relationship quality could affect the word-of- mouth intention because of the virtual spokes-characters. The findings of this study may serve as a guide for the public sector to better understand how to play the virtual spokes-characters to promote policies. A total of 250 questionnaires were administered, and 221 valid questionnaires were returned, which accounted for a valid response rate of 88.4%. The findings are as follows: (1) Brand relationship quality positively influences word-of-mouth intention; (2) Brand relationship quality positively influences virtual spokes-characters; (3) Virtual spokes-characters positively influences word-of-mouth intention; (4) Brand relationship quality positively influences word-of-mouth intention through virtual spokes-characters. According to these results, managerial implications and suggestions for future studies are proposed.