臺灣博碩士論文加值系統

當傳統的廣告已經無法吸引消費者的目光，廣告主必須以更創新的行銷手法來引起消費者的注意，這也是置入性行銷興起的主要原因。學者將置入性行銷型態區分為顯性與隱性的置入，研究指出置入性行銷確實可以達到與消費者溝通的目的，且顯性置入較隱性置入有成效，而縱觀過往研究未曾以國片中置入的本土產品為研究主體，因此本研究以電影海角七號中置入的商品作為研究，欲比較新進商品與既有品牌之間是否因其置入手法的不同而有不同的行銷效果，而透過本土化劇情的影響之下是否亦能使商品達到置入的溝通效果。
本研究所得到的研究結果發現，顯性商品較隱性產品有較高的品牌知名度，且觀眾對於顯性商品具有較佳的品牌態度，顯性商品的品牌態度會正向影響其購買意願；隱性商品的品牌知名度與品牌態度皆對購買意願有正向影響，且不論顯性、隱性商品的品牌知名度皆會透過品牌態度的中介影響購買意願。

When advertising has not been able to attract consumers, it must have innovation way to capture attention of consumers that is why having employed product placement to promote products or merchandises. Scholars sort product placement by prominent placement and subtle placement. Also, product placement could communicate with consumer and effectiveness of prominent placement is better than subtle placement. This is first time study product placement by Taiwanese film, and study the case of “Cape No.7”. The study examines whether the new brand image of the placed product and the old product knowledge have an influence on the advertisement effect. Furthermore, we consider the product will achieve communication effect of placement by influence of Taiwanese film.
The results of this study as followed: prominent placement strategy of movies brings about better brand image effects than subtle placement strategy. Prominent placement strategy will affect purchase of willing；The brand awareness of subtle placement will have the positive effects of purchase of willing .However, brand awareness of prominent placement and subtle placement will through brand attitude to effects of purchase of willing.

摘要 I
目錄 VI
表目錄 VIII
圖目錄 X
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第二節 研究目的 4
第二章 文獻探討 5
第一節 置入性行銷 5
第二節 品牌知名度 17
第三節 品牌態度 21
第四節 購買意願 26
第五節 品牌知名度、品牌態度、購買意願之關係 29
第三章 研究設計 33
第一節 研究架構與假設 33
第二節 操作型定義 34
第三節 研究對象 36
第四節 資料分析方法 39


第四章 結果與討論 41
第一節 描述性統計分析 41
第二節 性別對不同型態商品之差異性檢定 42
第三節 背景變項對不同型態商品之差異性檢定 44
第四節 品牌知名度、品牌態度之差異性檢定分析 47
第五節 顯性置入商品路徑分析 48
第六節 隱性置入商品路徑分析 51
第七節 小結與討論 54
第五章 結論與建議 56
第一節 結論 56
第二節 建議 60
參考文獻 64
附錄 74
表目錄
表2- 1 置入性行銷與廣告的比較................................................................. 8
表2- 2 產品置入分類型態............................................................................ 9
表2- 3 置入型態的衡量..............................................................................12
表2- 4 廣告階層效果與廣告功能角色、溝通效果衡量指標對照表...........31
表3- 1 各構面問項.....................................................................................35
表3- 2 顯性商品信度分析.........................................................................37
表3- 3 隱性商品的信度分析......................................................................38
表4- 1 描述性統計.....................................................................................42
表4- 2 性別與不同型態商品獨立T 檢定...................................................43
表4- 3 背景變項對顯性商品差異性檢定...................................................45
表4- 4 背景變項對隱性商品差異性檢定....................................................46
表4- 5 不同置入型態品牌知名度成對T 檢定............................................47
表4- 6 不同置入型態品牌態度成對T 檢定................................................48
表4- 7 顯性商品相關分析.........................................................................48
表4- 8 馬拉桑品牌知名度對品牌態度迴歸分析........................................49
表4- 9 顯性置入-馬拉桑迴歸分析..............................................................50
表4- 10 顯性商品路徑分析效果說明.........................................................51
表4- 11 隱性商品相關分析........................................................................52
表4- 12 台灣啤酒品牌知名度對品牌態度迴歸分析...................................52
表4- 13 隱性置入-台灣啤酒迴歸分析.......................................................53
表4- 14 隱性商品路徑分析效果說明.........................................................54
表4- 15 各假設驗證結果...........................................................................55
圖目錄
圖2- 1 產品置入之三面向概念......................................................................... 11
圖2- 2 品牌知名度層級圖................................................................................ 18
圖2- 3 態度三成分............................................................................................. 22
圖2- 4 消費決策模式........................................................................................ 28
圖3- 1 研究架構圖............................................................................................. 33
圖4- 1 顯性商品路徑分析................................................................................ 50
圖4- 2 隱性商品路徑分析................................................................................. 53

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