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研究生:楊馥安
研究生(外文):Fu-An Yang
論文名稱:以產品置入型態為干擾變數探討影響品牌印象之因素
論文名稱(外文):Factors Influence Brand Image–The Moderate Effects of Types of Product Placement
指導教授:江季芸
指導教授(外文):Chi Yun Chiang
學位類別:碩士
校院名稱:銘傳大學
系所名稱:管理研究所
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:2008
畢業學年度:96
語文別:中文
論文頁數:90
中文關鍵詞:品牌印象產品置入購買意圖
外文關鍵詞:Purchase IntentionBrand ImageProduct Placement
相關次數:
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產品置入最早起源於國外1930年代,當初的產品贊助商並沒有付費給電影製作商,只是出借或捐贈產品的方式給電影製造商使用。1980年代開始發現,產品置入會帶來龐大利益,因此廠商提供大量的產品給電影製造者,使得「產品置入」逐漸盛行。台灣近年來也廣泛運用置入性行銷,最常出現在偶像劇、音樂錄影帶中,使用的頻率逐年增高。
本研究探討三個部份,第一部分:研究消費者對演員的喜好程度、劇情態度、劇情適配度,對品牌印象的影響。第二部分:演員喜好程度、劇情態度、劇情適配度,在不同的產品置入型態(顯性與隱性)干擾下對品牌印象的關係。第三部份:探討品牌印象,對消費者購買意圖的影響。本實驗影片為電影「少林足球」並剪輯成顯性置入與隱性置入兩種,片長均約為十分鐘。為了確認顯性與隱性置入影片是有差異性,採取前測試驗之。爾後,正式進行本研究實驗,對象為銘傳大學企管系日間部大一學生,共四個班級,其中觀看顯性置入影片有97人,觀看隱性影片有82人,共計回收179份問卷。
研究發現電影的劇情態度與劇情適配度越高,會讓消費者對置入產品的品牌印象越好。對演員的喜好程度越高在本研究裡與品牌印象兩者之間是沒有直接相關聯。但是加上產品置入型態(顯性與隱性)為干擾變數後,發現在演員的喜好程度對品牌印象變成有相關聯,劇情態度、劇情適配度兩者對品牌印象的關聯性更為增強。最後消費者對置入產品的品牌印象越好,證實是會讓消費者提高購買意圖。
Product placement started in 1930s. The original sponsors of the products did not pay money to film-makers, only lent or donated products to the film-makers. In 1980s, sponsors of the products or manufacturers found that product placement would bring huge benefits, so they started to provide a large number of products for free to the film-makers. Gradually, product placement became popular. In recent years, there has extensive use of product placement in Taiwan. They often appear in the idol drama, music videos and the use of the frequency increased year by year.
This study examined three parts. First, how consumers’ preference of actors, attitudes towards the story, and the fitness relationship between products and story would affect the brand image? Second, this study used types of product placement (prominent placement vs. subtle placement) as moderate variable to investigate if the relationships of the forementioned variables may change. Finally, this study explored the relationship between consumers’ brand image and purchase intention. This study used "Shaolin Soccer" as experimental film and clipped this film into prominent and subtle movies about 10 minutes. There were 179 students of Ming Chuan University participated in this study, 97 people watched prominent placement video and 82 people watched subtle placement video.
This study found that attitudes towards the story and the fitness relationship between products and story would influence brand image positively. The moderate effects from types of product placement were significantly. Finally, brand image would significantly enhance consumers’ purchase intention.
目 錄................................I
圖 目 錄.............................III
表 目 錄.............................IV
第一章 緒論.........................1
1.1 研究背景與動機 ...................1
1.2 研究目的.........................3
1.3 研究流程.........................5
第二章 文獻探討.....................6
2.1 產品置入定義.....................6
2.1.1 產品置入的型態.................7
2.1.2 產品置入的運用與呈現方式.......11
2.1.3 產品置入的歷史演變.............20
2.2 態度.............................20
2.2.1 電影劇情態度...................21
2.2.2 演員喜好程度 .................. 21
2.3 品牌印象.........................23
2.4 購買意圖.........................26
2.5 相關產品置入之心理學理論.........28
2.6 平衡理論.........................30
第三章 研究方法.....................32
3.1 研究架構.........................32
3.2 研究假設.........................33
3.2.1 對演員的喜好程度...............33
3.2.2 對劇情態度.....................33
3.2.3 劇情適配度.....................34
3.2.4 產品置入型態之干擾效用.........34
3.2.5 品牌印象對購買意願之影響.......35
3.3 研究設計.........................36
3.3.1 實驗設計與操作.................36
3.3.2 各變數操作定義與評量...........37
3.4 問卷設計.........................41
第四章 資料分析與結果...............42
4.1 前測問卷分析.....................42
4.2 問卷回收與敘述性統計分析.........42
4.2.1 基本統計資料分析...............42
4.2.2 各變數之敘述性統計分析.........45
4.2.3 各量表之因素分析...............48
4.3 信度分析.........................54
4.4 迴歸分析.........................56
4.4.1 假設一之檢定...................56
4.4.2 假設二之檢定...................56
4.4.3 假設三之檢定...................57
4.4.4 假設四之檢定...................58
4.4.5 假設五之檢定...................58
4.4.6 假設六之檢定...................59
4.4.7 假設七之檢定...................60
4.5 假設驗證結果.....................61
第五章 研究結論與建議...............62
5.1 研究結論.........................62
5.2 管理建議.........................64
5.3 研究限制與困難...................64
5.4 後續研究建議.....................65
參考文獻.............................66
附錄(完整問卷).......................75
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