跳到主要內容

臺灣博碩士論文加值系統

(35.172.136.29) 您好!臺灣時間:2021/07/29 06:50
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果 :::

詳目顯示

我願授權國圖
: 
twitterline
研究生:楊舒晴
研究生(外文):YANG,SHU-CHING
論文名稱:流行時尚節目置入方式對消費者態度與購買意願之影響研究
論文名稱(外文):A Study on the influences of product placement modes in fashion TV programs to consumer attitude and purchase intentions
指導教授:林定玉林定玉引用關係蔡明達蔡明達引用關係
指導教授(外文):Lin,Di-YingTSAI,Ming-Ta
學位類別:碩士
校院名稱:佛光大學
系所名稱:管理學研究所
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:2007
畢業學年度:95
語文別:中文
論文頁數:111
中文關鍵詞:產品置入代言人可信度消費者態度消費者購買意願
外文關鍵詞:product placementcelebrity credibilityconsumer attitudeconsumer purchase intentions
相關次數:
  • 被引用被引用:4
  • 點閱點閱:422
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:3
近幾年來,與女性保養、造型與瘦身有關的流行時尚節目掀起了一股熱潮,當節目播出結束後,網站上就立刻會出現一些標榜流行時尚節目所推薦的各種商品,帶動的行銷效益極為驚人。在過去傳統的美容保養品市場中,消費者講究的一向是品牌、價格或功能等考量因素。然而,在這些節目的「產品置入」下,一些消費者不甚熟悉的產品,確實有可能在一夕之間就迅速爆紅。另外,流行時尚節目中一些專家的現場示範與名人的推薦,也都有效地減低了消費者與商品之間的隔閡。
本研究之主要目的有三:(1)探討流行時尚節目的置入方式對消費者態度的影響;(2)探討流行時尚節目的廣告代言人可信度對消費者態度的影響;(3)探討流行時尚節目的消費者態度與購買意願的關聯性。
在研究的具體施作方面,有收看流行時尚節目的觀眾為本研究問卷調查的對象,產品置入方式與廣告代言人可信度作為研究中的前因變項,透過對消費者態度的改變,分析對結果變項購買意願之相關性及影響程度。此外,不同個人變項(性別、年齡、收入)亦納入探討,以瞭解不同的個人特性對上列變數之差異。本研究針對問卷蒐集到的資料,採用了SPSS 12.0 for Windows套裝軟體進行統計分析,具體的統計分析方法包括了敘述性統計分析法、相關矩陣以及卡方分析等。
本研究實際回收的有效問卷總計為467份。經過研究者的分析後獲得了以下結論:(1)流行時尚節目中產品置入的形式並不影響到消費者態度與購買意願;(2)廣告代言人的可信度並不會直接影響到購買意願。但是,廣告代言人的可信度與消費者態度之間存在著正向的關係,當消費者態度改變時,購買意願也會隨之改變。亦即,研究者發現,流行時尚節目的廣告代言人可信度確實會直接影響到消費者的態度,並透過消費者態度的中介作用,再間接地影響到消費者的購買意願。
Recently, many Taiwan fashion TV programs related to feminine cosmetics & toiletries, modeling, and weight loss raised a fever. After the programs are off-line, many various merchandise recommended by the celebrity in the fashion TV programs appeared immediately on the websites and promoted amazing marketing effects. In the traditional cosmetics & toiletries industry, many factors such as brand, price, or functions are major considering points for consumers. However, “product placement” in these fashion TV programs makes it possible for merchandises unfamiliar to consumers to catch lots of eyeballs and become well-known in a very short period. Furthermore, demonstrations by the specialists and recommendations form the celebrity in the fashion TV programs both shorten the gap between consumers and merchandises.
The purpose of the present research is to investigate the influences of product placement modes in fashion TV programs to consumer attitude, the influences of celebrity credibility in fashion TV programs to consumer attitude, and the relationships between consumer attitude and purchase intentions in fashion TV programs.
The subjects were consisted of people who really watch fashion TV programs. In the present research, “product placement modes” and “celebrity credibility” both act as the antecedents, “consumer attitude” act as a moderator, and “consumer purchase intentions” act as consequences. Different personal backgrounds such as gender, age, or income level are also considered. The evidence of the present research is based on the questionnaires given out to these audiences. The data were all analyzed through SPSS 12.0 for Windows, including descriptive statistics, correlation matrix, and chi-square test.
Basing on the 467 valid questionnaires from all subjects, the major results of the present study are as following:(1)Product placement modes in fashion TV programs doesn’t influence consumer attitude and purchase intentions.(2)Celebrity credibility in fashion TV programs doesn’t directly influence purchase intentions. However, celebrity credibility exactly has the positive relationship with consumer attitude. When consumer attitude is influenced by celebrity credibility, consumer purchase intentions will then get changed. In other words, Celebrity credibility in fashion TV programs directly influences consumer attitude and then indirectly influences consumer purchase intentions by the moderation effect of consumer attitude.
中文摘要………………………………………………………………Ⅰ
英文摘要………………………………………………………………Ⅱ
致謝辭…………………………………………………………………Ⅳ
目錄…………………………………………………………………Ⅴ
圖目錄...........................................................................................................Ⅶ
表目錄…………………………………………………………………Ⅷ
第一章 緒論……………………………………………………………1
第一節 研究背景…………………………………………………………………1
第二節 研究動機…………………………………………………………………2
第三節 研究目的…………………………………………………………………6
第四節 研究流程…………………………………………………………………6
第二章 文獻探討 ……………………………………………………8
第一節 產品置入…………………………………………………………………8
第二節 廣告代言人……………………………………………………………23
第三節 態度……………………………………………………………………37
第四節 購買意願………………………………………………………………51
第三章 研究方法 ……………………………………………………54
第一節 研究架構………………………………………………………………51
第二節 研究假設………………………………………………………………54
第三節 研究變項之操作性定義………………………………………………56
第四節 研究設計………………………………………………………………58
第五節 資料收集與分析方法…………………………………………………58
第六節 信度與效度分析………………………………………………………62
第七節 問卷設計………………………………………………………………62
第四章 資料分析 …………………………………………………68
第一節 敘述性統計……………………………………………………………68
第二節 信度分析………………………………………………………………75
第三節 效度分析………………………………………………………………76
第四節 置入方式對消費者態度、購買意願之影響……………………………76
第五節 代言人可信度對消費者態度、購買意願之影響………………………78
第六節 代言人可信度與消費者態度之相關分析 ……………………………82
第七節 人口統計變數與消費者態度、購買意願之卡方分析……………86
第五章 研究結論與建議……………………………………………93
第一節 研究結論………………………………………………………………93
第二節 行銷策略建議…………………………………………………………96
第三節 研究限制………………………………………………………………97
第四節 後續研究建議…………………………………………………………97
附錄
參考文獻………………………………………………………………98
一、中文部份 …………………………………………………………………98
二、英文部份 ……………………………………………………………………101
問卷………………………………………………………………………………107
一.中文文獻
1.丁源宏,「不同媒介特性,廣告體驗與產品涉入度對於廣告效果影響之探討--比較平面媒體與網際網路」,中山傳播管理研究所碩士論文,2000年。
2.方世榮,「行銷管理學」,台北:東華書局,2000年
3.王志剛、謝文雀,「消費者行為」,台北:華泰書局,1995年。
4.丘新華,「廣告訴求及產品類型對廣告效果影響之研究」, 義守大學管理科學研究所碩士論文,2002年。
5.吳俊彥,「消費者行為」,台北:高立,2001年。
6.吳建宗,「廣告訴求、代言人類型對推廣核能發電之溝通效果」,國立交通大學經營管理研究所碩士論文,2001年。
7.吳若權 ,「相信我還是相信它」,突破55期,1990年。
8.吳家州,「產品置入之行銷溝通效果研究」,政治大學科技管理研究所碩士論文,2001年。
9.呂長民,「行銷研究-研究方法與實例應用」,台北:前程企管,2000年。
10.李光勳,「廣告代言人與代言品牌的形象差異性及代言人可信度對廣告效果影響之研究」,東吳大學企業管理學所系碩士論文,2004年。
11.李廷妍,「探討產品置入對消費者態度與購買意願之影響─以韓國手機置入韓劇為例 」,政治大學國際貿易研究所碩士論文,2002年。
12.李美枝,「社會心理學-理論研究與應用」,台北:大洋出版社,1987年。
13.李坤遠,「訊息涉入、廣告主可信度、廣告訴求方式與廣告溝通效果關係之研究」,交通大學管理科學研究所碩士論文,1996年。
14.林玉貴,「青少年及青年食品綠色消費認知、態度及行為研究」,台灣師範大學家政教育研究所碩士論文,2001年。
15.林君珍,「產品置入之廣告研究-以觀光景點置入於台灣偶像劇為例 」,銘傳大學科觀光研究所碩士論文,2004年。
16.林靈宏「消費者行為學」,台北:五南出版社,1994年。
17.林瑞端,「媒介、消費與認同:台灣青少年收看日本偶像劇之效果研究」, 世新大學傳播研究所碩士論文,1999年。
18.徐振興、黃甄玉,「產品訊息疑似置入電視偶像劇之研究」,中華傳播學刊,2005年。
19.徐靜儀 ,「廣告訴求對廣告效果影響之研究-以網頁廣告為例」,東吳大學企業管理研究所碩士論文,2002年。
20.張紹勳,「研究方法」,台北:滄海書局,2001年。
21.張雅琪,「日本流行文化認同程度與日文廣告效果關係之探討」,東華大學企業管理研究所碩士論文,2001年
22.曹君逸,「雜誌產品置入效果研究:閱聽人涉入度和置入情境適切性之探討」,世新大學傳播研究所碩士論文,2005年
23.許士軍,「管理學」,台北:東華書局,1998年。
24.許美惠,「電影中產品置入之廣告效果」,中國文化大學新聞研究所碩士論文,2000年。
25.許美瑞、洪久賢,「國中生飲食消費影響因素之探討研究」。家政教育,11(3),pp.74-96,1989年。
26.陳正男、楊宗欣,「以模糊多元尺度法衡量消費者對廣告代言人之知覺與偏好」,管理評論,22(3),pp.71,2003年。
27.陳敏郎,「廣告代言人對推薦品牌廣告效果影響之研究」,交通大學經營管理研究所碩士論文,2001年。
28.陳森諒,「產品置入對消費者態度與購買意願之影響--以美國影集慾望城市為例」,銘傳大學管理科學研究所碩士論文,2004年。
29.黃怡婷,「電視談話性節目產品置入之探討」,世新大學公共關係暨廣告學研究所碩士論文,2005年。
30.楊秀敏,「線上遊戲產品置入傳播效果研究:以線上遊戲創作「kuso 世代」為例」,政治大學廣告研究所碩士論文,2003年。
31.榮泰生,「企業研究方法」,台北:五南圖書公司,2003年。
32.樊志育,「廣告效果研究」,台北:三民書局,1999年。
33.蔡季綾,「產品置入型態與置入效果、品牌態度間關係之研究--以產品涉入度與年齡為干擾變數」,成功大學國際企業研究所碩士論文,2005年
34.鄭自隆,「媒體話題-產品置入不是毒蛇猛獸」,動腦雜誌324期,pp.70,2003年。
35.蕭鏡堂,「營銷學原理與運用」,興利管理顧問中心,1985年。
36.藍三印、羅文坤,「廣告心理學」,台北:現代心理學出版社,1979年。
37.蘇文彬,「台灣電視節目置入性行銷廣告效果之研究」,銘傳大學傳播管理研究所碩士論文,2006年。
二.英文文獻
1.Ajzen, I. and Fishbein, M., “Understanding Attitudes and Prdicting Social Behavior,” New Jersey: Prentice-Hill, 1980.
2.Alan R. Maciak and William L. Shanklin, “Choosing Celebrity Endorsers,” Marketing Management: Chicago, Vol. 3, 1994, pp. 50-60.
3.Astous, A., and Chartier, F. , “A study of affecting consumer evaluations and memory of product placements in movies,” Journal of Current Issues and Research in Advertising, Vol. 22, 2000, pp. 31-40.
4.Baker, Michael J. and Gilbert A. Churchill , “The Impact of Physically Attractive Models on Advertising Evaluation”, Journal of Marketing Research, 1977, pp. 538-555.
5.Balasubramanian, Siva K., “Beyond advertising and publicity: hybrid messages and public policy issues,” Journal of Advertising, Vol. 23, 1994, pp. 29-46.
6.Berkman, H.W., & Gilson, C.C., “Consumer Behavior:Concepts and Strategies,” New York: Dickenson, 1978.
7.Cacioppo, John T. and David Schumann, “Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement,” Journal of Consumer Research, Vol. 10, 1983, pp. 135-46.
8.D’Astous Alain and Nathalie Séguin, “Consumer Reactions to Product Placement Strategies in Television Sponsorship,” European Journal of Marketing, Vol. 33, 1999, pp. 896-910.
9.Dodds, W. B., Monroe, K. and Grewal, D., “Effects of Price, Brand, and Store Information on Buyers Product Evaluations,” Journal of MarketingResearch, Vol. 28, 1991, pp. 307-319.
10.Fishbein M. A. and Ajzen, I., “Belief, Attitude, Intention, and Behavior: An duction to Theory and Research,” Reading, MA: Addison-Wesley, 1975.
11.Friedman , Hershey H. & Friedman , Linda, ”Endorser Effectiveness by product Type,” Journal of Advertising Research, Vol. I9, No.5, 1979, pp. 63-71.
12.Freiden, Jon B., “Advertising Spokesperson Effects:An Examination of Endorser Type and Gender on Two Audiences,” Journal of Advertising Research, Vol. 24, 1984, pp. 33-41.
13.Galician, M., “Handbook of product placement in the mass media: New strategies in marketing theory, practic, trends, and ethics,” New York: Best Business Books, 2004.
14.Gorn G., “The efffects of Music in Advertising and Choice Behavior: A Classical Conditionting Approach,” Journal of Marketing, Vol. 46, 1982, pp. 79-85.
15.Gould. S. J., Gupta, P. B., & Grabner-Krauter, S., “Product placement in movies: A cross-cultural analysis of Austrian, French and American consumers’ attitudes toward this emerging, international promotional medium,” Journal of Advertising, Vol. 29, No. 4, 2000, pp. 41-58.
16.Grewal, D., Monroe, K. B. & Krishnan, R., “The Effects of PriceComparison Advertising on Buyer’s Perceptions of Acquisition Value,Transaction Value, and Begavioral Intentions,” Journal of Marketing, Vol. 62, No.2, 1998, pp. 46-59.
17.Gupta, Pola B. and Kenneth R. Lord, “Product placement in movies: the effect of prominence and mode on audience recall,” Journal of Current Issues and Research in Advertising, Vol. 20, 1998, pp. 47-59.
18.Heider, F., “The psychology of interpersonal relations,” New York: John Wliey & Sons, 1958.
19.Hovland, Carl I., Irving L. Janis and Harold H. Kelley, “Communication and Persuasion: Psychological Studies of Obvious Change,” CT: Yale University Press,1953.
20.Karrh, J. A., “Brand placement: A review,” Journal of Current Issues and Research in Advertising, Vol. 20, 1998, pp. 31-49.
21.Karrh, J. A., “Effects of brand placements in motion pictures. In K. W. King (Ed.), Proceedings of the 1998 conference of the American academy of advertising,” Athens, GA: American Academy of Advertising, 1994, pp. 90-96.
22.Kelman, Herbert C., “Processes of Opinion Change,” Public Opinion Quarterly, Vol. 25, 1961, pp. 57-78.
23.Kotler, P., “Marketing Management, 11th ed.,” New Jersey: Prentice Hall, 2003.
24.Lutz, Richard J., Scott B. MacKenzie and George E. Belch , “The Role of Attitude Toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations,” Journal of Marketing Research, Vol. 23, No. 2, 1986, pp. 130-143.
25.MacKenzie, Scott B., Richard J. Lutz, and George E. Belch, “The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations,” Journal of Marketing Research, Vol. 23, 1986, pp. 130-143.
26.Mathur, Lynette K., Mathur, IKE; Rangan, Nanda, “The wealth eddects Associated with a celebrity Endorses: the Michael Lordan phenomenon,” Journal of Advertising Research, 1997, pp. 67-73.
27.McKechnie, A. S., & Zhou, J., “Product placement in movies: a comparison of Chinese and American consumers’ attitudes,” International Journal of Advertising, Vol. 22, 2003, pp.349-374.
28.Miciak, Alan R; Shanklin, William L., “Choosing Celebrity endorsers,” Marketng Management, Vol. 3, 1994, pp. 50-60.
29.Mitchell, A. A. and Olson, J. C., “Ate Product Attitude Beliefs the only Mediator of Advertising Effects on the Brand Attitude?” Journal of Marketing Research, Vol. 18, No. 3, 1981, pp. 318-332.
30.Moore, D. L., and J. W. Hutchinson, “The Effects of Ad Affect on Advertising Effectiveness,” Advances in Consumer Research, 1983, pp. 526-531.
31.Mowen, John C.&Stephen W. Brown, “On Explaining and Predicting the
Effectiveness of Celebrities Endorser. ,” Journal of Consumer Research, Vol. 8, 1980, pp. 437-441.
32.Myers, J. H., & Reynold, W. H. , “ Consumer Behavior and Marketing Management,” Houghton Mifflin Co.,Boston, 1976.
33.Nebenzahl, I. D. and Secunda, E., “Consumers' attitudes toward product placement in movies,” International Journal of Advertising, Vol. 12, 1993, pp.1-11.
34.Neer, K., “How product placement works,” Retrieved November 20, 2005, from http://money.howstuffworks.com/product-placement.htm/ printable
35.Nelson, M. R., “Recall of brand placements in computer/video games,” Journal of Advertising Research, Vol. 42, No. 2, 2002, pp. 80-92.
36.Newcomb,T.M., “An Approach to the study of Communicative Acts,” Psychological Review, Vol. 60, 1953, pp. 393-404.
37.Ohanian, Roobina, “The Impact of Celebrity Spokespersons' Perceived Image on Consumers' Intention to Purchase,” Journal of Advertising Research, Vol. 31,No. 1, 1991, pp. 46-54.
38.Pastina, A. C., “Product Placement in Brazzian Rime Time Television: The Case of the Reception of a Telenovela,” Journal of Broadcasting & Electronic Media, Vol. 45, No. 4, 2001, pp. 541-557.
39.Petty, Richard E., Tormala, Zakary L., Hawkins, Chris ,and Wegener, Duane T., “Motivation to Think and Order Effects in Persuasion: The Moderating Role of Chunking,” Personality and Social Psychology Bulletin, Vol. 27, 2001, pp. 332-344.
40.Puto, Christopher P., “Transformational advertising: just another name for emotional advertising or a new approach? In Proceedings of The Division of Consumer Psychology, ed. Wayne D. Hoyer,” American Psychological Association, 1986, pp. 4-6.
41.Russell, Cristel A., “Toward a framework of product placement: theory propositions,” Advances in Consumer Research, Vol. 25, 1998, pp. 357-362.
42.Russell, Cristel A., “Placements in Television Shows: The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude,” Journal of Consumer Research, Vol. 29, 2002, pp. 306-318.
43.Russell, Cristel A. and Belch, M., “A managerial investigation into the product placement industry,” Journal of advertising Research, 2005, pp. 73-92.
44.Sally, A.M. and Jia, Z., “Product placement in movies: a comparison of chinese and american consumers’ attitudes,” International Journal of Advertising, Vol. 22, 2003, pp. 349-374.
45.Schiffman, L. G., & Kanuk, L. L., “Consumer Behavior,” New York:Prentice-Hall, 1991.
46.Schiffman, L. G. & Kanuk, L. L., “Consumer Behavior, 7th ed.,” Prentice Hall International, Inc, 2000.
47.Schudson, M., “Advertising, the uneasy persuasion,” New York: Basic, 1984.
48.Segrave, K., “Product placement in Hollywood films: A history. Jefferson, orth ” Carolina: McFarland & Company, 2004.
49.Shimp, Terence A., “Attitude toward the Ad as A Mediator of Consumer Brand Choice,” Journal of Advertising, Vol. 10, No. 2, 1981, pp. 9-15.
50.Steortz, E. M., “The cost efficiency and communication effects associated with
brand name exposure within motion pictures,” Unpublished master’s thesis, West Virginia University, 1987.
51.Weaver, D. L. & Oliver, M. B., ”Television programs and advertising: measuring the effectiveness of product placement within Seinfeld. Paper presented to the Mass Communication Division at the 50th annual conference of the International Communication Association(ICA) ,” Acapulco, Mexico, 2000.
52.Wenner, L. A., “On the ethics of product placement in media entertainment. In M. Galician (Ed.), Handbook of product placement in the mass media: New strategies in marketing theory, practice, trends, and ethics,” New York: Best Business Books , 2004, pp. 101-132.
53.Wells, W. D. , “How Advertising Works,” Needham Harper Worldwide, 1980.
54.Zeithaml, V. A., “Consumer Perceptions of Price, Quality and Value: A Means-End Model and Synthesis of Evidence,” Journal of Marketing, Vol. 52, 1988, pp. 2-22.
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top