本研究旨在探討圖文創作與台灣夜市聯名合作對消費者行為的影響，並以台灣夜市為例，分析流行文化、可愛度與知覺互動性對品牌認同、消費者涉入及到訪意圖的關聯性。基於S-O-R理論模型，研究假設流行文化、可愛度及知覺互動性作為外部刺激，會通過提升品牌認同與消費者涉入，進而影響消費者對夜市聯名品牌的到訪意圖。並且採用問卷調查法，透過網絡平台發放問卷，收集來自台灣地區的有效樣本，共回收 339 份有效問卷,進行結構方程模型（PLS-SEM）分析。研究結果顯示，知覺互動性對品牌認同與消費者涉入有顯著正向影響，進而推動消費者的到訪意圖。相對地，流行文化與可愛度對品牌認同與消費者涉入的影響較為微弱，未達顯著水平。這一結果反映了品牌認同在消費者行為中的核心作用，尤其在情感依附與品牌忠誠的建立過程中，對消費者的到訪意圖起著關鍵性影響。
此外，本研究還分析了圖文創作在數位行銷中的價值，指出其透過社交媒體平台建立的高度互動性，使品牌與消費者之間的情感連結更加深厚，進一步促進了品牌認同的形成。研究結果提供了關於品牌認同與消費者行為之間關係的理論支持，也為台灣夜市及圖文創作者的行銷策略提供了實證建議，幫助他們在數位時代更有效地設計聯名合作策略。
本研究的限制主要在於樣本選擇上的地域性局限，未能涵蓋全台灣不同地區的消費者觀點，未來研究可考慮進一步擴大樣本範圍並結合質性研究方法，深入探討消費者的情感與文化價值對品牌認同的影響。

This study aims to explore the impact of co-branding between graphic creators and Taiwanese night markets on consumer behavior, using Taiwanese night markets as a case study. It analyzes how pop culture, cuteness, and perceived interactivity influence brand identification, consumer involvement, and visit intention. Based on the S-O-R (Stimulus-Organism-Response) theory, the study hypothesizes that pop culture, cuteness, and perceived interactivity act as external stimuli, which enhance brand identification and consumer involvement, ultimately influencing consumers' visit intention toward co-branded night market products.
A questionnaire survey method was used, distributing the survey via online platforms and collecting 339 valid samples from Taiwan. Structural equation modeling (PLS-SEM) was employed for analysis. The results indicate that perceived interactivity has a significant positive effect on brand identification and consumer involvement, which in turn drives visit intention. In contrast, pop culture and cuteness showed weaker impacts on brand identification and consumer involvement, with no significant effects. This outcome highlights the central role of brand identification in consumer behavior, particularly in fostering emotional attachment and brand loyalty, which significantly influences visit intention.
Furthermore, the study analyzes the value of graphic creators in digital marketing, noting that their high interactivity on social media platforms deepens the emotional connection between consumers and the brand, further promoting brand identification. The findings provide theoretical support for the relationship between brand identification and consumer behavior and offer empirical recommendations for marketing strategies for Taiwanese night markets and graphic creators, helping them design more effective co-branding strategies in the digital era.
The limitations of this study lie in the regional sample selection, which did not encompass diverse consumer perspectives from all regions of Taiwan. Future research could consider expanding the sample range and combining qualitative methods to further explore the impact of consumers' emotions and cultural values on brand identification.

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