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研究生:胡立品
研究生(外文):Hu li pin
論文名稱:電影置入行銷:產品涉入對於情節連結與出現頻率在產品記憶與態度上的干擾效果
論文名稱(外文):Product Placement on Movies: The Moderate Role of Product Involvement on the Effect of Plot Connection and Frequency on Brand Recall and Attitudes.
指導教授:方文昌方文昌引用關係蔡坤宏蔡坤宏引用關係
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:2006
畢業學年度:94
語文別:英文
論文頁數:53
外文關鍵詞:product placementplotfrequencybrand attitudes
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  • 被引用被引用:3
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置入性行銷已經探討了許多年,然而對於產品涉入的干擾效果卻一直未有清楚敘述。置入性行銷對於行銷人員來說,是一項很好的行銷工具,而先前相關的研究中,所探討的產品置入的重心均放在置入的方式與置入的效果,本研究將加入”產品涉入”作為干擾變數,去了解產品涉入是否會對於置入產品的手法與置入的效果產生影響。本研究使用實驗設計檢定假說,即2( 情節連結度高低 ) × 2 ( 出現頻率高低 ) × 2 ( 產品涉入程度高低 )來處理。所發現的研究結果如下:
1.高度產品涉入下,置入產品出現的頻率越高,消費者對於該品牌會有較佳的品牌回憶度,證實產品涉入的干擾效果存在。
2.高度產品涉入下,情節連結度越高,消費者對於該品牌的態度越好。
3.高度產品涉入下,高情節連結度與高出現頻率的交互效果會帶來更佳的品牌態度。另一方面來說,低度產品涉入由於沒有動機去處理產品訊息,他們會容易受到劇情或演員的表現所吸引,而忽略所置入的產品。
The subject of product involvement has been discussed for many years. However, a clear statement about the moderate effect on product placement has yet to come. For decades, product placement has been a popular marketing tool. The purpose of this study is to examine the moderate effect of product involvement on the manipulated placement toward the brand recall and attitude.
The hypotheses are tested by using a 2 (plot connection ---high and low) × 2 (frequency---high and low) × 2(product involvement---high and low) factorial design. The results of the study are as follows:
1. In the case of High-level product involvement, consumers have better memory about the placed brand under frequent exposure, which confirms the moderate effect of product involvement does exist.
2. Under high-level product involvement, brand attitudes can be improved with high plot connection, which indicates that the moderate effect of product involvement does exist.
3. The interaction effect between high plot connection and high exposure generate positive brand attitudes under high product involvement. On the other hand, for low-level product involvement consumers cannot concentrate on product information. They are more attracted, as well as intrigued, by the plot or the performance of actors/ actress in the film.
CHAPTER 1 INTRODUCTION
1.1 Motives and Purposes
1.2 Organizational Structure
CHAPTER 2 LITERATURE REVIEW
2.1 Product Placement
2.2 Frequency
2.3 Product Involvement
2.4 Plot Connection
2.5 Brand Attitude
2.6 Learning and Memory
CHAPTER 3 RESEARCH METHOD
3.1 Conceptual Framework and Hypotheses
3.2 Definition and Measures of Variables
3.3 Questionnaire Design
3.4 Sampling procedure
3.5 Data Collection
CHAPTER 4 ANALYSES
4.1 Sample Characteristics
4.2 Reliability and Validity
4.3 Results
4.4 Discussion
CHAPTER 5 CONCLUSION
5.1 Major Findings and Implications
5.2 Contribution
5.3 Limitations and Suggestions for Future Research
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