隨著市場競爭日益激烈，全球多數品牌紛紛制定聯名品牌策略計畫。代言成為近年來新興的聯名趨勢，其中卡通代言人因從過去至今廣泛被企業應用於品牌形象的塑造，因此以卡通代言人作為聯名品牌的合作對象成為值得深入探討的議題。本研究以刻板印象內容模型為理論基礎，旨在探討產品品牌與卡通代言人合作的聯名產品中，刻板印象一致性（溫暖×溫暖、能力×能力）與不一致性（溫暖×能力、能力×溫暖）搭配不同擬人化程度的卡通代言人時，消費者對聯名產品的感知價值與購買意願之影響差異。
本研究採用2（產品品牌：溫暖、能力）×2（卡通代言人：溫暖、能力）×2（卡通代言人擬人化程度：高度擬人化、低度擬人化）之組間實驗設計，並以模擬Instagram貼文的形式呈現聯名產品，檢驗自變數「刻板印象一致性與不一致性」與依變數「對聯名產品的購買意願」之影響，並探討中介變數「對聯名產品的感知價值」以及調節變數「卡通代言人擬人化程度」與「產品涉入度」於各變數之間的關係影響，本研究共回收415份有效問卷。
研究結果顯示，刻板印象一致性的聯名產品相較於不一致性的聯名產品，對購買意願的主效果較顯著。進一步分析顯示，刻板印象一致性的聯名產品較能有效提升消費者的感知價值，進而增強其購買意願。當刻板印象一致性的聯名產品搭配低度擬人化的卡通代言人時，消費者對聯名產品的感知價值更為顯著。此外，傾向高產品涉入度的消費者，其感知價值對購買意願的正向影響亦更為顯著。本研究可作為企業制定聯名品牌策略時的重要參考，並協助企業在選擇卡通代言人時能更掌握其擬人化程度，藉此有效提升消費者對聯名產品的感知價值與購買意願。

Amid growing market competition, co-branding has become a widely adopted strategy, with spokes-characters gaining popularity due to their long-standing role in shaping brand image. This study draws on the Stereotype Content Model to investigate how stereotype congruence (warmth × warmth, competence × competence) or incongruence (warmth × competence, competence × warmth) between a product brand and a spokes-character, along with different degrees of anthropomorphism, influences consumers’ perceived value and purchase intention toward co-branded products.
A 2 (product brand: warmth vs. competence) ×2 (spokes-character: warmth vs. competence) ×2 (anthropomorphism: high vs. low) between-subjects experimental design was implemented using simulated Instagram posts, with 415 valid responses collected. The results indicate that stereotype-congruent co-branded products have a more significant main effect on purchase intention compared to stereotype-incongruent ones. Furthermore, stereotype-congruent co-branded products significantly enhance perceived value, which in turn increase purchase intention. This effect is more pronounced when the spokes-character has a low degree of anthropomorphism. Moreover, consumers with high product involvement show a stronger relationship between perceived value and purchase intention. These findings provide both theoretical insights and practical implications for marketers in developing effective co-branding strategies and selecting appropriate anthropomorphism degrees for spokes-characters.

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