自1982年，電影《ET》的成功置入後，各家電影製作公司也開始聲稱他們也可以執行置入，此後，更有專門製作產品置入的廣告公關公司。而在此後，產品置入的發展也越來越迅速，不僅在電影方面，電視方面也越來越多的產品置入出現，而會造成這些現象的原因，主要是因為消費者已經開始跳過收費時段的廣告，使得廣告效果不如廣告商的預期。而當新科技的發展，也使的產品置入也深入各個媒介，所以，在多平台與多頻道的傳播時代，產品置入已成為媒體獲取廣告利益的主要來源。
在電影《海角七號》在台上映後，不僅創造了國片票房收入的新高，並且也促進墾丁、恆春當地的觀光，劇中的馬拉桑小米酒也在電影熱映後，不僅在台灣有不錯的銷售成績，也讓該產品外銷至大陸與美洲。而在品牌知名度提高後，品牌權益的提升，產品外銷美國的價格也提升了，所以本研究將探討產品置入與品牌權益對消費者購買意圖是否有顯著的關係影響，並且以酒與休閒旅遊為研究標的，探討產品置入影響購買意圖的路徑是否具有差異。
以下為本研究發現：
壹、休閒旅遊與酒類飲品，在產品置入的效果具差異性。
貳、酒與休閒旅遊，產品置入可直接影響或透過品牌權益間接影響購買意圖。
參、在酒類飲品，消費者對產品的態度影響品牌權益的效果不大。在休閒旅遊，消費者對產品的態度無法對品牌權益有顯著的影響。
肆、消費者對角色的態度對品牌權益有顯著的影響。
伍、色與態度之關係與連結對品牌權益有顯著的影響。
陸、產品置入下，品牌權益促使消費者產生進一步之購買意圖。
關鍵字：產品置入、品牌權益、購買意圖

Since 1982, the movie "ET" has had the successful placement, then many movie manufacture company claimed they could do it, too. After that, the advertising company which focuses on product placement has established, and the product placement developed fast and fast not only in the movie but also in the TV program. The main cause is that the advertising company has bad effect of advertising because the consumer has already ignored the advertisement for charge. And the product placement goes though into every media because of new technology. In the communication time of diversify media platform and channels, the "Product Placement" is the main advertisement benefit for media.
The “Cape No. 7”, not only makes the film box office but also the tourism in Kenting and Hengchuen. The “Ma La Sun” millet wine makes a big sales performance and is sold to China and America because of the movie. When the brand awareness and the brand equity has upgraded, the price increases highly in the U.S.A.. The study is researching the obvious effects of product placement and the brand equity in the purchasing intention for consumer.
The main results in this study are as follows:
1. Wins and travel have different effect in the product placement.
2. The product placement can directly influence or indirectly by brand equity purchase intention.
3. In the wins, consumer’s attitude for product has low effects in the brand equity. And in the travel, consumer’s attitude for product has no effects in the brand equity.
4. Consumer has the obvious effects of brand equity in the attitude of the character.
5. The relation and connection of the character and attitude has obvious effects in brand equity.
6. Because of product placement, the brand equity pushes the purchase intention of consumer.
Keyword: product placement, brand equity, purchase intention

目錄
中文摘要................................................................................................................................i
英文摘要...............................................................................................................................ii
誌謝......................................................................................................................................iii
目錄......................................................................................................................................iv
表目錄..................................................................................................................................vi
圖目錄................................................................................................................................viii
第壹章 緒論.........................................................................................................................1

第一節 研究動機與背景..............................................................................................................................1
第二節 研究目的.........................................................................................................................................4
第三節 研究流程.........................................................................................................................................4

第貳章 文獻探討.................................................................................................................6

第一節 產品置入.........................................................................................................................................6
第二節 品牌權益........................................................................................................................................21
第三節 研究產品........................................................................................................................................28

第參章 研究方法...............................................................................................................30

第一節 研究架構與假設...........................................................................................................................30
第二節 問卷設計.......................................................................................................................................33
第三節 研究範圍與樣本資料蒐集...........................................................................................................37
第四節 統計方法.......................................................................................................................................37

第肆章 資料分析...............................................................................................................40

第一節 基本資料分析................................................................................................................................40
第二節 信度分析........................................................................................................................................47
第三節 迴歸分析........................................................................................................................................49
第四節 模型比較與分析............................................................................................................................72

第伍章 結論與建議...........................................................................................................76
第一節 研究結果.......................................................................................................................................76
第二節 研究發現.......................................................................................................................................77
第三節 研究限制與建議...........................................................................................................................78

參考文獻.............................................................................................................................80

附錄
附錄一、正式問卷─酒..............................................................................................................................87
附錄二、正式問卷─休閒旅遊..................................................................................................................90


表目錄
表2- 1：廣告與置入之異同.........................................................................................................................8
表2- 2：產品置入交互效果研究整理.......................................................................................................14
表2- 3：品牌權益定義─財務觀點............................................................................................................22
表2- 4：品牌權益定義─行銷觀點...........................................................................................................23

表3- 1：消費者對置入產品的態度問項..................................................................................................33
表3- 2：消費者對角色態度問項................................................................................................ ………..34
表3- 3：角色與置入產品連結之問項................................................................................................ …..35
表3- 4：品牌權益問項 ..............................................................................................................................36

表4- 1：酒受訪者是否看過《海角七號》..............................................................................................40
表4- 2：休閒旅遊受訪者是否看過《海角七號》..................................................................................41
表4- 3：酒的男女比率..............................................................................................................................41
表4- 4：休閒旅遊的男女比率..................................................................................................................41
表4- 5：酒受訪者之年齡分佈..................................................................................................................42
表4- 6：休閒旅遊受訪者之年齡分佈......................................................................................................42
表4- 7：酒受訪者職業分佈......................................................................................................................43
表4- 8：休閒旅遊受訪者職業分佈…......................................................................................................43
表4- 9：酒受訪者教育分佈 .....................................................................................................................44
表4- 10：休閒旅遊受訪者教育分佈........................................................................................................44
表4- 11：酒受訪者收入分佈....................................................................................................................45
表4- 12：休閒旅遊受訪者收入分佈........................................................................................................45
表4- 13：酒受訪者對電影的喜好程度....................................................................................................46
表4- 14：休閒旅遊受訪者對電影的喜好程度........................................................................................46
表4- 15：酒受訪者看電影的頻率............................................................................................................47
表4- 16：休閒旅遊受訪者看電影的頻率................................................................................................47
表4- 17：模型一構面信度分析................................................................................................................48
表4- 18：模型二構面信度分析................................................................................................................49
表4- 19：模型一整體迴歸統計值............................................................................................................51
表4- 20：模型一相關分析........................................................................................................................51
表4- 21：模型一產品置入構面與品牌權益之迴歸分析........................................................................53
表4- 22：模型一產品置入構面與品牌權益構面之迴歸分析................................................................54
表4- 23：模型一品牌權益與購買意圖之迴歸分析................................................................................56
表4- 24：模型一產品置入與購買意圖之迴歸分析................................................................................57
表4- 25：模型一之產品置入、品牌權益對購買意圖之直接與間接影響路徑....................................59
表4- 26：模型一之研究假設....................................................................................................................60
表4- 27：模型二整體迴歸統計值............................................................................................................62
表4- 28：模型二相分析關........................................................................................................................63
表4- 29：產品置入構面與品牌權益之迴歸分析....................................................................................64
表4- 30：產品置入構面與品牌權益構面之迴歸分析............................................................................65
表4- 31：品牌權益與購買意圖之迴歸分析............................................................................................67
表4- 32：產品置入與購買意圖之迴歸分析............................................................................................68
表4- 33：模型一之產品置入、品牌權益對購買意圖之直接與間接影響路徑....................................70
表4- 34：模型二假設................................................................................................................................71
表4- 35：整體模型一與模型二徑路關係整理比較……........................................................................72
表4- 36：兩模型之獨立樣本檢定............................................................................................................73

圖目錄
圖1- 1：研究流程圖....................................................................................................................................5
圖2- 1：混合訊息─結合廣告與一般公共訊息之概念圖.........................................................................7
圖2- 2：產品置入形式概念圖..................................................................................................................10
圖2- 3：產品置入效果之平衡模型..........................................................................................................12
圖2- 4：產品置入相關研究整理 ..............................................................................................................18
圖2- 5：品牌權益模型...............................................................................................................................27

圖3- 1：研究架構圖..................................................................................................................................31

圖4- 1：模型一之整體模型關係 ..............................................................................................................50
圖4- 2：模型一構面產品置入、品牌權益對購買意圖之路徑圖...........................................................58
圖4- 3：模型二之整體模型關係圖...........................................................................................................61
圖4- 4：模型二構面間影響關係 ..............................................................................................................69

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