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研究生:郭馨憶
研究生(外文):Kuo, Hsin-I
論文名稱:不同涉入程度下產品置入廣告效果之研究
論文名稱(外文):The Study on Advertising Effectiveness of Product Placement Under Different Level of Product Involvememt
指導教授:黃營杉黃營杉引用關係
指導教授(外文):Huang, Ing-San
學位類別:碩士
校院名稱:國立臺北大學
系所名稱:企業管理學系
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:2005
畢業學年度:93
語文別:中文
論文頁數:95
中文關鍵詞:產品置入產品涉入廣告效果
外文關鍵詞:Product PlacementProduct InvolvementAdvertising Effect
相關次數:
  • 被引用被引用:14
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  • 收藏至我的研究室書目清單書目收藏:6
近年來,不論國內外的廠商都日漸增加「產品置入」(Product Placement)於電影、電視節目、平面廣告...等傳播媒體裡,除了吸引了消費者的注意之外,也引起了許多新的話題。而所謂的「產品置入」就是指策略性地將產品、品牌工具或服務商標置入電影、電視節目、音樂錄影帶等,藉以達到結合置入情境的生活型態與情境,提升消費者對於產品的印象,以建立品牌或產品的偏好度。
本研究主要欲探討當受測者面對不一樣的產品置入方式時,其所產生的產品態度、廣告態度及購買意願有何差異與影響。本研究之自變數:產品置入方式主要是採用學者Gupta及Lord的顯著性層面分類方式,共分為兩種:顯著式產品置入及內隱式產品置入;而干擾變數:產品的涉入程度也分為兩種,以手機及速食店分別代表涉入度高與涉入度低的產品;至於廣告效果的衡量就是以產品態度、廣告態度及購買意願作為因變數來代表之。因此,本研究之研究方法為2×2的實驗設計法。此外,本研究之實驗影片乃是剪輯自國內受歡迎之五大偶像劇中的兩部-「我的秘密花園」及「求婚事務所」。
研究結果顯示:「顯著式產品置入」相對於「內隱式產品置入」更有效影響受測者的產品態度、廣告態度及購買意願。此外,加入干擾變數-產品涉入程度之後發現,不論是面對高涉入產品或者是低涉入產品時,「顯著式產品置入」也比「內隱式產品置入」來的有效影響受測者的產品態度及購買意願。因此,使用顯著式產品置入於影片的方式可以達到不錯的廣告效果。
藉由本研究結果期望作為行銷實務上廣告主策略規劃時之重要參考依據。
In resent years, whether domestic and international enterprises increase the use of “product placement” into movies, the TV programs, Trendy dramas etc.. as a good marketing promote tools. What is Product Placement? It means that the film tactically put products, brand tool or CIS into communication medias to reach and combine the life style and situation, and to improve consumer's impression on the products, in order to set up partiality degree of brands or the products.
This research is to investigate the advertising effect that including product attitude, adverting attitude and purchase intention of consumer who has different product involvement. To know that if using different methods of product placement(prominent placement / subtle placement)and different product involvement(high level of involvement / low level of involvement) in the trendy drama can really persuade the target audience who contact the attribute of product from the trendy drama to change their advertising effect successfully. Research method is experiment design.
The findings are that using prominent placement are the better ways to influence audiences advertising effect. Besides, whether the products are high level of involvement or low level of involvement, prominent placement is the better way to influence audience product attitude and purchase intension.
Finally, expecting this research can provide the practical marketing strategy of product placement for the marketing staff of a firm and the advertising agency.
謝 辭..........................................................................................................................Ⅰ
中文論文提要..............................................................................................................Ⅱ
英文論文提要..............................................................................................................Ⅲ
目 錄..........................................................................................................................Ⅳ
圖 次..........................................................................................................................Ⅴ
表 次..........................................................................................................................Ⅵ
第一章、緒論 1
第一節、研究背景 1
第二節、研究動機 3
第三節、研究目的 4
第四節、研究流程 5
第二章、文獻探討 6
第一節、產品置入 6
第二節、產品涉入 19
第三節、廣告效果 27
第三章、研究方法 32
第一節、研究架構 32
第二節、研究假設 33
第三節、研究變數之操作性定義 36
第四節、實驗設計 38
第五節、前測 46
第四章、研究分析及結果 52
第一節、問卷回收與資料分析 52
第二節、信度與效度分析 54
第三節、模式驗證 57
第四節、假說驗證 58
第五章、結論與建議 70
第一節、研究結論 70
第三節、研究限制及建議 77
參考文獻 78
附錄一、前測問卷 84
附錄二、正式問卷 87

第一章、緒論 1
第一節、研究背景 1
第二節、研究動機 3
第三節、研究目的 4
第四節、研究流程 5
第二章、文獻探討 6
第一節、產品置入 6
第二節、產品涉入 15
第三節、廣告效果 23
第三章、研究方法 28
第一節、研究架構 28
第二節、研究假設 29
第三節、研究變數之操作性定義 32
第四節、研究設計 34
第五節、前測 42
第四章、研究分析及結果 48
第一節、問卷回收與資料分析 48
第二節、信度與效度分析 50
第三節、模式驗證 53
第四節、假說驗證 54
第五章、結論與建議 66
第一節、研究結論 66
第二節、管理意涵 70
第三節、研究限制及建議 71
參考文獻 72
附錄一、前測問卷 78
附錄二、正式問卷 81
圖 次
頁數
圖1-1 本研究流程....................................................................................................5
圖2-1 產品置入三度空間架構圖..........................................................................12
圖2-2 推敲可能性模式......................................................................................... 24
圖2-3 態度與購買行為之關係..............................................................................28
圖2-4 廣告之銷售效果模式..................................................................................29
圖2-5 廣告之層級效果模式..................................................................................30
圖3-1 本研究之觀念性架構..................................................................................32
圖4-1 產品涉入與產品置入對於產品態度之交互作用圖..................................63
圖4-2 產品涉入與產品置入對於廣告態度之交互作用圖..................................64
圖4-3 產品涉入與產品置入對於購買意願之交互作用圖..................................64
圖5-1 不同涉入程度下,顯著式產品置入影響產品態度之分佈圖....................74
圖5-2 不同涉入程度下,顯著式產品置入影響購買意願之分佈圖....................75

表 次
頁數
表3-1 研究假說整理............................................................................................. 35
表3-2 本研究之實驗因子設計............................................................................. 38
表3-3 個人涉入清單PII....................................................................................... 39
表3-4 各類別產品之置入方式與偶像劇影整理................................................. 40
表3-5 產品態度問項一覽表................................................................................. 41
表3-6 廣告態度問項一覽表..................................................................................42
表3-7 購買意願問項一覽表..................................................................................43
表3-8 本研究之前測問卷題項..............................................................................47
表3-9 高低涉入程度產品差異檢定表..................................................................48
表3-10 第二次前測之問項......................................................................................50
表3-11 受測者認同(不認同)研究實驗影片之紀錄表......................................51
表4-1 各類型實驗之樣本統計..............................................................................52
表4-2 Cronbachα係數分析結果............................................................................55
表4-3 ANOVA模式總檢定結果............................................................................57
表4-4 不同產品置入型態之產品態度..................................................................58
表4-5 不同產品置入型態之廣告態度..................................................................59
表4-6 不同產品置入型態之購買意願..................................................................60
表4-7 產品置入與產品涉入程度之ANOVA分析..............................................62
表4-8 面對高涉入程度產品,不同產品置入型態之產品態度..........................65
表4-9 面對高涉入程度產品,不同產品置入型態之購買意願..........................66
表4-10 面對低涉入程度產品,不同產品置入型態之產品態度..........................67
表4-11 面對低涉入程度產品,不同產品置入型態之購買意願..........................68
表4-12 本研究之研究假說驗證整理表..................................................................69
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4.李庭妍,探討產品置入對消費者態度與購買意願之研究-以韓國手機置入韓劇為例,民92,政治大學國際貿易學系碩士論文
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10.賀傳智,廣告模特兒吸引力與產品類別搭配之廣告效果研究,民91,國立台灣大學商學研究所碩士論文
11.黃俊英,行銷管理:策略性的觀點,初版,華泰文化,民國89年
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13.樊志育,廣告效果研究,民89,三民書局
14.鄭自隆,媒體話題置入式行銷不是毒蛇猛獸,動腦雜誌,民92,324,頁70-71
15.賴東明,三十年廣告情:賴東明談廣告傳播,臺英雜誌,民國83
16.謝宥慧,產品置入電子媒介對消費者品牌態度之影響,民92,私立東吳大學企業管理學系碩士論文

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