本研究旨在探討日本原創IP角色「ちいかわ」的角色形象，特別是其擬人化設計與可愛特徵，如何透過心理層面的「價值觀一致性」與「情感連結」影響台灣消費者的購買意圖。理論上，本研究結合計劃行為理論（Theory of Planned Behavior, TPB）與品牌關係理論，建構中介模型，驗證IP角色形象對消費者行為的影響機制。
本研究採量化問卷法，針對熟悉「ちいかわ」的台灣消費者調查，共回收有效樣本669份。透過結構方程模型（SEM）分析，結果顯示：「ちいかわ」角色形象能顯著提升消費者的價值觀一致性感受與情感連結，但僅有情感連結能顯著正向影響購買意圖，價值觀一致性則未達顯著。換言之，IP角色形象提升購買意圖的路徑，主要經由情感連結的中介作用。
本研究提供IP品牌行銷與擬人化設計在消費者行為領域的實證基礎，也為療癒系角色於亞洲文化情境下的行銷策略提供實務啟示。建議品牌設計者與授權商應強化角色的文化符號與情感連結設計，以促進消費者心理共鳴並提升商業轉換效果。

This study investigates how the character image of the Japanese original IP "Chiikawa," particularly its anthropomorphic design and cute features, influences Taiwanese consumers' purchase intentions through the psychological mechanisms of "value congruence" and "emotional attachment." Grounded in the Theory of Planned Behavior (TPB) and brand relationship theory, this research constructs a parallel mediation model to examine the influence pathway of IP character image on consumer behavior.
A quantitative survey was conducted among Taiwanese consumers familiar with "Chiikawa," yielding 669 valid responses. Structural equation modeling (SEM) was used for data analysis. The results indicate that the character image of "Chiikawa" significantly enhances consumers' perceived value congruence and emotional attachment to the IP; however, only emotional attachment has a significant positive effect on purchase intention, while value congruence does not. In other words, the influence of IP character image on purchase intention is primarily mediated by emotional attachment.
This study not only enriches the empirical basis for IP branding and anthropomorphic design in consumer behavior research, but also provides practical insights for marketing healing characters in Asian cultural contexts. It is recommended that brand designers and licensees strengthen both the cultural symbolism and emotional connection of characters to foster consumer resonance and facilitate commercial conversion.

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