臺灣博碩士論文加值系統

自一九九二年日劇引進台灣，造成一股強大的哈日風潮，並影響到台灣前往日本的旅遊熱潮，日劇更成為台灣消費者日常生活的一種重要的型態。而日劇之所以成功，除了善用產品置入的行銷手法外，台灣與日本之間的文化相似性也影響到消費者收看日劇時的動機。本研究將以平衡理論、擬社會人際理論和文化相似性為基礎，分析在不同日劇類型情況下，劇中角色對劇中景點態度不同對消費者、劇中角色、劇中景點的影響。本研究目的如下：(1)在不同類型日劇的情況下，劇中角色對景點態度的差異是否影響到平衡理論的成立；（2）了解消費者對於不同日劇類型中，擬社會人際關係的影響和對角色的態度對消費者對於劇中景點態度的影響；(3)文化相似性對於台灣消費者收看日劇是否相關。而研究結果發現，在三種不同類型日劇的情況下：（1）當劇中角色對劇中景點態度為正，消費者對於劇中景點的態度和消費者與劇中角色的擬社會人際關係對於消費者對於劇中角色的態度為正相關。（2）當劇中角色對劇中景點態度為負，消費者對於劇中景點的態度和消費者與劇中角色的擬社會人際關係對於消費者對於劇中角色的態度為正相關。(3) 消費者與劇中角色的擬社會人際關係對於劇中景點態度的影響大於消費者對劇中角色態度；(4)文化相似性不影響消費者對劇中角色的態度和擬社會人際關係。

Since 1992, Japanese drama have been introduced Taiwan. The “Japanese fever” attracted more Taiwanese to visit Japan. The reason why the Japan dramas was attractive to the viewers is because the successful product placement and the cultural proximity between Japan and Taiwan. In addition, the influence of Japan dramas may cover from clothing to cultural products. Based on balance theory, parasocial theory and cultural proximity, this article investigates the effect of different Japanese dramas on the relationship among the onscreen location, the viewer and the character. In addition, cultural proximity and parasocial theory influence because the different Japanese dramas. The purposes of this study are three folds: (1) In case of different kinds of Japanese dramas, the different attitude of character’s attitude toward screened location influence the balance theory. (2) Discussing the different Japanese dramas type, consumers’ parasocial relationship with character and consumers’ attitude toward character influence consumer attitude toward the location. (3) It is relevant that the cultural proximity influence watches Japanese dramas to Taiwanese. The results of study are as follows：(1) When character’s attitude toward a screened location is positive, consumer attitude toward that screened location or consumers’ parasocial relationship with the character is positively related to consumers’ attitude toward character. (2) When character’s attitude toward a screened location is negative, consumer attitude toward that screened location or consumers’ parasocial relationship with the character is positively related to consumers’ attitude toward character. (3) Consumers’ parasocial relationships with a character will have a stronger effect on their attitudes toward the screened location than their attitudes toward the character will have on their attitudes toward the location. (4) The cultural proximity has no influence in consumers’ attitude toward character and consumers’ parasocial relationship with character.

目錄
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 4
第二章 文獻探討 5
第一節 產品置入(Product Placement) 5
第二節 擬社會人際理論(Parasocial Theory) 11
第三節 平衡理論(Balance Theory) 13
第四節 文化相似性(Cultural proximity) 17
第三章 研究方法 23
第一節 研究架構 23
第二節 變數操作型定義 24
第三節 研究假設 25
第四節 問卷設計與前測 26
第五節 資料收集與分類 28
第六節 資料分析方法 29
第七節 信度分析 30
第四章 研究分析與結果 32
第一節 樣本結構分析 32
第二節 變數描述性統計分析 33
第三節 變數操弄與迴歸分析 35
第四節 小結 45
第五章 結論與建議 47
第一節 研究結論 47
第二節 理論上的貢獻 49
第三節 實務上的建議 50
第四節 研究限制與未來研究建議 51
第六章 參考文獻 53
附錄：正式問卷 60


表目錄
表4-1　樣本結構分析表 32
表4-2　三種日劇類型各變項描述性統計分析 34
表4-3　當劇中角色對劇中景點態度為正面之迴歸分析(校園劇) 36
表4-4　當劇中角色對劇中景點態度為正面之迴歸分析(愛情劇) 36
表4-5　當劇中角色對劇中景點態度為正面之迴歸分析(推理與職場劇) 36
表4-6　當劇中角色對劇中景點態度為負面之迴歸分析(校園劇) 38
表4-7　當劇中角色對劇中景點態度為負面之迴歸分析(愛情劇) 38
表4-8　當劇中角色對劇中景點態度為負面之迴歸分析(推理與職場劇) 38
表4-9　劇中角色對劇中景點態度對兩自變數之迴歸分析(校園劇) 40
表4-10　劇中角色對劇中景點態度對兩自變數之迴歸分析(愛情劇) 40
表4-11　劇中角色對劇中景點態度對兩自變數之迴歸分析(推理與職場劇) 40
表4-12　文化相似性高低對消費者對劇中角色的態度之交互作用分析(校園劇) 41
表4-13　文化相似性高低對消費者對劇中角色的態度之交互作用分析(愛情劇) 42
表4-14　文化相似性高低對消費者對劇中角色的態度交互作用 (推理與職場劇) 42
表4-15　文化相似性高低對消費者與劇中角色的擬社會人際關係之交互作用分析(校園劇) 43
表4-16　文化相似性高低對消費者與劇中角色的擬社會人際關係之交互作用分析(愛情劇) 44
表4-17　文化相似性高低對消費者與劇中角色的擬社會人際關係之交互作用分析(推理與職場劇) 44
表4-18　研究假設檢定結果彙整表 45


圖目錄
圖2-1　產品置入形式分類 10
圖2-2　平衡理論的平衡狀態 14
圖2-2　平衡理論的平衡狀態 15
圖3-1　研究架構圖 23

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中華民國(台灣)交通部觀光局
http://admin.taiwan.net.tw/indexc.asp
緯來日本台
http://japan.videoland.com.tw/
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