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研究生:蔡筱潔
研究生(外文):Hsiao-Chieh Tsai
論文名稱:置入性行銷之效果研究--以平面媒體為例
論文名稱(外文):The Effects of Product Placement Type and Brand Awareness on the Attitudes toward the Advertorials in Print Media: The Moderating Role of Product Category
指導教授:賴孟寬賴孟寬引用關係
指導教授(外文):Meng-Kuan Lai
學位類別:碩士
校院名稱:國立成功大學
系所名稱:企業管理學系碩博士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2004
畢業學年度:92
語文別:英文
論文頁數:99
中文關鍵詞:置入性行銷品牌知名度購買意願產品種類品牌態度
外文關鍵詞:product placementpurchase intentionattitudes toward the advertorialsproduct categorybrand awareness
相關次數:
  • 被引用被引用:13
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 本份研究主要是探討置入性行銷種類與品牌知名度對於品牌態度與購買意願之影響,並以產品種類作為中介變數。本研究採實驗設計法,使用2 (置入性行銷種類:顯著與隱藏) × 2 (品牌知名度:高與低) × 2 (產品種類:便利品與選購品)來進行實驗。研究結果發現如下:
1.置入性行銷的種類對於廣告態度有顯著影響。相對於明顯性置入性行銷,隱藏性置入性行銷較能引發正向的廣告態度。
2.品牌知名度高低,對品牌態度有顯著影響,但是對於廣告態度並無顯著影響。
3.低品牌知名度之產品在隱藏性置入性行銷會引發較正向之廣告認知態度,高品牌知名度之產品在明顯性置入性行銷會引發較正向之廣告態度。
4.不同的產品種類對於廣告態度有顯著影響。低知名度的便利品在明顯性置入性行銷會引發較正向之廣告態度。高知名度的選購品在隱藏性置入性行銷會引發較正向之品牌及廣告態度。低知名度的選購品在明顯性置入性行銷會引發較正向之品牌及廣告態度。

5.品牌態度與廣告態度對於購買意願有顯著影響。
  The purpose of this study was to examine the effect of product placement (PPL) type and brand awareness on attitudes toward the advertorials and the moderating effect of product categories. The hypotheses were tested by using a 2 (types of PPL— prominent vs. subtle) × 2 (levels of brand awareness— low vs. high) × 2 (product category— convenience goods vs. shopping goods) factorial design. The results of the study are as follows.
1. The types of PPL have significant effects on attitudes toward the advertorials. Respondents have most positive affect, cognition, and overall attitudes toward the advertorials when using PPL. Moreover, subtle PPL generates more positive affect, cognition, and overall attitudes than prominent PPL.

2. Products with high brand awareness generate more positive attitudes toward the brand than low brand awareness products do, but products with low brand awareness could generate similar attitudes toward the advertorials as the product with high brand awareness.

3. Low brand awareness product through subtle PPL generate more positive cognition attitudes toward the advertorials than prominent PPL. High brand awareness products through subtle PPL significantly generate more positive cognition attitudes, cognition attitudes, and overall attitudes toward the advertorials than prominent PPL.

4. Convenience goods with low and high brand awareness both generate more positive toward the affect, cognition, and overall attitudes when using subtle product placement. The means of attitudes toward the advertorials indicate that shopping goods with high brand awareness generate higher attitudes toward the advertorials in subtle PPL rather than in prominent PPL and advertisement. Shopping goods with low brand awareness generate higher attitudes in prominent PPL than in subtle PPL and advertisement.

5. When more positive attitudes toward the brand and advertorials are generated, the respondents will have more positive impact on purchase intention toward the product.
CONTENTS

CHAPTER I INTRODUCTION 1

CHPATER II LITERATURE REVIEW 7
Product Placement 7
Type of Product Placement 10
Brand Awareness 12
Product Categories 17
Conceptual Model 22

CHAPTER III RESEARCH METHOD 24
Research Design 24
Operational Definition of Variables 29
Questionnaire Design 34
Pretest 35
Pretest Modification 38
Formal Data Collection 45

CHAPTER V RESULTS AND DISCUSSION 47
Data Handling 47
Reliability and Validity 49
Hypotheses Testing 52
Other Discussions 76

CHAPTER VI CONCLUSIONS AND DISCUSSIONS 79
Conclusions 79
Research Contributions 85
Limitations and Suggestions for Future Research 89

REFERENCES 92
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