臺灣博碩士論文加值系統

行銷業者藉由電視廣告、直效行銷、潛意識廣告等多種方法吸引消費者以刺激產品銷售量。置入性行銷是最常被使用的潛意識廣告方式，業主經由付費將產品品牌或品牌識別以聽覺或視覺方式置於媒體節目編排之中。置入性行銷雖已行之有年，但真正受到重視則是自Reese’s Pieces 糖果在”E.T外星人”出現後，其銷售量在短短三個月內增加了66%，自此開啟了置入性行銷相關研究的蓬勃發展。
過往有許多關於東、西方消費者對於置入性行銷觀點比較的研究，但是不同東方文化之間的差異卻少有文獻提及。本研究旨在探討台灣和印尼消費者對於「不涉及道德性的產品」(汽車、相機、鞋子、筆電、手機、汽水、速食、糖果/零食)與「涉及道德性的產品」(香菸、酒精飲料)，在置入性行銷好感度、購買意圖、文化、性別、看電影的次數等方面的差異。
本研究發現台灣和印尼消費者對置入性行銷都抱持著正向態度，好感度越高者購買意圖越強烈。然而在產品類別上，相對於較保守的印尼消費者而言，台灣消費者對「涉及道德性的產品」有比較高的接受度。至於兩國的男性和女性，以及看電影次數對於「涉及道德性的產品」則沒有顯著差異。

Marketers had tried many ways to communicate with customers, from television advertising, direct marketing to subliminal advertising. One of the most common used subliminal advertising is product placement. Product placement is a form of paid advertisement through audio or (and) visual by putting brand or products within movies or programs. The technique has been used for quite a long time but the popularity increased and caught marketers’ attention when the sales of Reese’s Pieces candy in the movie “E.T.: The Extra-Terrestrial” increased by 66% within three months after the movie was released. Since then, a lot of study had been done to analyze the effect of product placement.
Plenty of research regarding the comparison of Western and Eastern cultures on product placement can be found, but the study of Eastern culture itself is lacking. This study takes Taiwan and Indonesia viewers as samples and analyzes their favorability towards product placement, purchase intention, the effect of culture, gender difference, and movie watching frequency towards the placement of non-ethically charged product (i.e. cars, cameras, shoes, laptops, mobile phones, soft drinks, fast food, candy/snacks) and ethically charged product (cigarette and alcohol).
This study found that both Taiwan and Indonesia viewers have favorable attitude towards product placement and higher favorability generates higher purchase intention. With regard to product type, Taiwan viewers are more acceptable to cigarette and alcohol if compared to the more conservative Indonesia viewers. Both male and female express no statically different attitude towards ethically charged product. Movie watching frequency also shows no statically different attitude towards ethically charged product.

摘要 I
ABSTRACT II
ACKNOWLEDGEMENTS III
TABLE OF CONTENTS IV
LIST OF TABLES VI
LIST OF FIGURES VII
CHAPTER 1 INTRODUCTION 1
1.1 Research Motive 1
1.2 Research Objective 3
1.3 Research Procedure 4
CHAPTER 2 LITERATURE REVIEW AND RESEARCH HYPOTHESIS 6
2.1. The Scope of Product Placement 6
2.2 Favorability of Product Placement across Cultures 8
2.3 Efficacy of Product Placement across Culture 12
2.4 Ethical Concerns with Product Placement 14
2.5 Effects of Individual Attribute to Product Categories 16
CHAPTER 3 RESEARCH DESIGN AND METHODOLOGY 18
3.1 Research Framework 18
3.2 Definitions of Constructs 20
3.3 Pilot Test 24
CHAPTER 4 RESEARCH RESULTS 29
4.1 Data Collection and Demographic Analysis 29
4.2 Descriptive Analysis 31
4.3 Reliability Test 33
4.4 Country Effect on Favorability towards Product Placement 35
4.5 Effect of Favorability towards Product Placement on Purchase Intention 36
4.6 Country Effect on the Acceptability of Specific Products 37
4.7 Gender Effect on the Acceptability of Specific Products 38
4.8 Number of Movies Watched Effect on the Acceptability of Specific Products 40
4.9 Hypothesis Summary 41
CHAPTER 5 CONCLUSION AND SUGGESTIONS 45
5.1 Conclusion 45
5.2 Implications 46
5.3 Research Limitation and Directions for Future Research 47
REFERENCES 49
APPENDIX A: TAIWAN PILOT QUESTIONNAIRE 54
APPENDIX B: TAIWAN FORMAL QUESTIONNAIRE 58
APPENDIX C: INDONESIA PILOT QUESTIONNAIRE 62
APPENDIX D: INDONESIA FORMAL QUESTIONNAIRE 67

Baker, M. J., ＆ Crawford, H. A. (1995). Product Placement: University of Strathclyde, Department of Marketing.
Balasubramanian, S. K. (1994). Beyond Advertising and Publicity: Hybrid Messages and Public Policy Issues. Journal of Advertising, 23(4), 29-46.
Balasubramanian, S. K., Karrh, J. A., ＆ Patwardhan, H. (2006). Audience Response to Product Placements: An Integrative Framework and Future Research Agenda. Journal of Advertising(3), 115.
Bhatnagar, N., Aksoy, L., ＆ Malkoc, S. A. (2004). Embedding brands within media content: The impact of message, media, and consumer characteristics on placement efficacy. The Psychology of Entertainment Media, 99.
Chang, S., Newell, J., ＆ Salmon, C. T. (2009). Product placement in entertainment media : proposing business process models. International journal of advertising : the quarterly review of marketing communications, 28(5), 783-806.
D'Astous, A., ＆ Chartier, F. (2000). A Study of Factors Affecting Consumer Evaluations and Memory of Product Placements in Movies. Journal of Current Issues ＆ Research in Advertising, 22(2), 31-40. doi: 10.1080/10641734.2000.10505106
d'Astous, A., ＆ Seguin, N. (1999). Consumer reactions to product placement strategies in television sponsorship. European Journal of Marketing, 33(9/10), 896-910.
Deshpandé, R., Farley, J. U., ＆ Webster Jr, F. E. (1993). Corporate Culture Customer Orientation, and Innovativeness in Japanese Firms: A Quadrad Analysis. Journal of Marketing, 57(1), 23-37.
Devlin, M., Combs, J., ＆ Morrison, M. (2012). FROM APPLE TO OMEGA: BRAND PLACEMENT IN 2010 TOP-EARNING FILMS. American Academy of Advertising Conference Proceedings, 51-57.
Frith, K. T. (1996). Advertising in Asia: Communication, culture, and consumption: Iowa State Pr.
Givon, M. M., ＆ Shapira, Z. (1984). Response to Rating Scales: A Theoretical Model and Its Application to the Number of Categories Problem. Journal of Marketing Research (JMR), 21(4), 410-419.
GM News (2011) General Motors, Chevrolet Camaro Bumblebee: The Buzz Is Back, retrieved from https://media.gm.com/media/us/en/gm/news. detail.html/content/Pages/news/us/en/2011/Jun/0627_transformers.html (05th April 2014)
Gould, S. J., Gupta, P. B., ＆ Grabner-Kräuter, S. (2000). Product Placements in Movies: A Cross-Cultural Analysis of Austrian, French and American Consumers' Attitudes toward This Emerging, International Promotional Medium. Journal of Advertising, 29(4), 41-58.
Guido, G., Peluso, A. M., Tedeschi, P., Nicole, C., Lauretti, C., ＆ Caciula, A. (2010). Acceptance of Product Placement in Italy: Effects of Personality and Product/Consumer Interactions. International Journal of Marketing Studies, 2(2), 34-46.
Gupta, P. B., ＆ Gould, S. J. (1997). Consumers' Perceptions of the Ethics and Acceptability of Product Placements in Movies: Product Category and Individual Differences. Journal of Current Issues ＆ Research in Advertising, 19(1), 37-50.
Gupta, P. B., ＆ Lord, K. R. (1998). Product Placement in Movies: The Effect of Prominence and Mode on Audience Recall. Journal of Current Issues ＆ Research in Advertising, 20(1), 47-59.
Harrell, Steven; Huang, Chun-chieh (1994), Introduction, Cultural Change in Postwar Taiwan, Boulder,CO: Westview Press.
Homer, P. M. (2009). Product Placements. Journal of Advertising, 38(3), 21-32.
ICC (2014) International chamber of Commerce, Consolidated ICC code of advertising and marketing communication practice (Online). Retrieved from http://www.iccwbo.org/advocacy-codes-and-rules/document-centre/2011/advertising-and-marketing-communication-practice-(consolidated-icc-code)/ (08th February 2014).
IMF (2013) International Monetary Fund, IMF Advanced Economies List, Retrieved from http://www.imf.org/external/pubs/ft/weo/2013/01/pdf/text.pdf (08th February 2014)
Karrh, J. A. (1998). Brand Placement: A Review. Journal of Current Issues ＆ Research in Advertising, 20(2), 31-49.
Karrh, J. A., Frith, K. T., ＆ Callison, C. (2001). Audience attitudes towards brand (product) placement: Singapore and the United States. International Journal of Advertising, 20(1), 3-24.
Keller, K. L., ＆ Kotler, P. (2012). A framework for marketing management Alternate Advertising Options (5th ed.): Upper Saddle River, New Jersey: Pearson Prentice Hall.
Khalbous, S., Vianelli, D., Domanski, T., Dianoux, C., ＆ Maazoul, M. (2013). Attitudes toward Product Placement: A Cross-Cultural Analysis in Tunisia, France, Italy, and Poland. International Journal of Marketing Studies, 5(2).
Law, S., ＆ Braun, K. A. (2000). I'll have what she's having: Gauging the impact of product placements on viewers. Psychology ＆ Marketing, 17(12), 1059-1075.
Lehu, J.-M., ＆ Bressoud, É. (2009). Recall of Brand Placement in Movies: Interactions between Prominence and Plot Connection in Real Conditions of Exposure. Recherche et Applications en Marketing (English Edition) (AFM c/o ESCP-EAP), 24(1), 7-26.
Martin, E. (1996). Advertising in Hong Kong. Toland KAdvertising in Asia: communication, culture and consumption.
Matthes, J., Schemer, C., ＆ Wirth, W. (2007). More than meets the eye: Investigating the hidden impact of brand placements in television magazines. International Journal of Advertising: The Quarterly Review of Marketing Communications, 26(4), 477-503.
McKechnie, S. A., ＆ Zhou, J. (2003). Product placement in movies: a comparison of Chinese and American consumers' attitude. International Journal of Advertising, 22(3), 349-374.
McKinsey ＆ Company (2012) The New Indonesia Customer, retrieved from http://csi.mckinsey.com/Home/Knowledge_by_region/Asia/Rest_of_Asia/New_Indonesian_consumer.aspx (05th March 2014)
Mei-Ling, W., Eileen, F., ＆ Main, K. J. (2008). An Examination of the Effects of Activating Persuasion Knowledge on Consumer Response to Brands Engaging in Covert Marketing. Journal of Public Policy ＆ Marketing, 27(1), 34-44.
Morton, C. R., ＆ Friedman, M. (2002). “I Saw it in the Movies: Exploring the Link between Product Placement Beliefs and Reported Usage Behavior. Journal of Current Issues ＆ Research in Advertising, 24(2), 33-40.
Natharius, D., ＆ Galician, M.-L. (2004). When Product Placement Is NOT Product Placement. Journal of Promotion Management, 10(1-2), 213-218.
Nebenzahl, I. D., ＆ Secunda, E. (1993). Consumers' Attitudes Toward Product Placement in Movies. International Journal of Advertising, 12(1), 1-12.
Newell, J., Salmon, C. T., ＆ Chang, S. (2006). The Hidden History of Product Placement. Journal of Broadcasting ＆ Electronic Media, 50(4), 575-594.
Ong, B. S. (1995). Should Product Placement in Movies Be Banned? Journal of Promotion Management, 2(3-4), 159-176.
Pew research center (2011) “Muslim Population by Country, retrieved from http://features.pewforum.org/muslim-population/(08th February 2014)
Reed, J. D., ＆ Dutka, E. (1989). Plugging Away in Hollywood Companies push hard to get their products on the silver screen. Time, 133(1), 103.
Sawyer, A. G. (2006). Possible psychological processes underlying the effectiveness of brand placements. International Journal of Advertising, 25(1), 110-112.
Sirgy, M. J., Johar, J. S., Samli, A. C., ＆ Claiborne, C. B. (1991). Self-congruity versus functional congruity: Predictors of consumer behavior. Journal of the Academy of Marketing Science, 19(4), 363-375.
Superhero Hype (2007), retrieved from http://www.superherohype.com/ features/94093-michael-bay-on-transformers-2 (05th April 2014)
Tiwsakul, R., Hackley, C., ＆ Szmigin, I. (2005). Explicit, non-integrated product placement in British television programmes. International Journal of Advertising, 24(1), 95-111.
van Reijmersdal, E. A., Neijens, P. C., ＆ Smit, E. G. (2007). Effects of television brand placement on brand image. Psychology and Marketing, 24(5), 403-420.
Van Roosmalen, E. H., ＆ McDaniel, S. A. (1992). Adolescent smoking intentions: gender differences in peer context. Adolescence, 27(Spring), 87-105.
Wei-ming, T. (2005). Cultural China: The Periphery as the Center. Daedalus, 134(4), 145-167.
Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2-22.