路徑分析結果顯示，(1)企業吉祥物特性顯著正向影響消費者喜愛度；(2)企業吉祥物特性顯著正向影響消費者對產品的信任；(3)消費者對企業吉祥物的喜愛度顯著正向影響其品牌態度；(4)消費者對企業吉祥物的產品信任顯著正向影響其品牌態度；(5)消費者的品牌態度顯著正向影響其購買意願，最後依據實證結果提出建言及後續相關研究建議。 In the recent years, to follow the various corporate and brand continue to increase, how consumers can clearly identify their corporate brand has become an important issue, after ‘Taiwan Life Insurance Co. Ltd’ popularize the mascot called ‘Taiwan Aaron’, the market will be from to mascot popular fad. Mascot in addition to the unique corporate and brand image, may also express the want concept and express ideas, so that consumers can have a profound impression, not just a logo or trademark on behalf of corporate. Furthermore, the mascot can be used with the products of the enterprise and the brand, or launch the exclusive merchandise of company mascot to attract consumers, consumers will rise the likability degree and trust by enterprise mascot’s characteristics, the brand will be form a good attitude, and the good attitude will be have a positive consumer experience, and trigger off their buying behavior.
The findings of analysis show that, (1) Mascot characteristics has significantly postive impact on consumers’ likability. (2) Mascot characteristics has significantly postive impact on consumers’ product trust. (3) In Mascot characteristics of consumers’ likability has significantly postive impact on brand attitude. (4) In Mascot characteristics of consumers’ product trust has significantly postive impact on brand attitude. (5) Consumers’ brand attitude has significantly positive impact on purchasing intention. Finally, suggestions for management and recommendations for future research are presented.