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研究生:李亭慧
研究生(外文):Ting-Hui Li
論文名稱:產品置入與電視廣告對消費行為之影響
論文名稱(外文):The Effects of Product Placement and TV Advertisementon Consumer Behaviors
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:67
中文關鍵詞:品牌態度置入性行銷廣告效果購買意圖電視廣告品牌回憶
外文關鍵詞:product placementpurchase intentionTV advertisementbrand recallbrand attitudeadvertisement effect
相關次數:
  • 被引用被引用:1
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  • 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
摘 要
最近幾年,在電影或其它媒體中的置入性行銷,已經成為了行銷和廣告溝通一個重要的新興領域。行銷人員和電影製片商現在頻繁地使用置入作為產品或品牌銷售宣傳的手段。本研究以Pechmann and Shih(1999)探討電影中的抽煙場景和電影前放映反煙廣告對青少年的影響之研究為基礎,進行沿伸,探討偶像劇中之置入效果,以及偶像劇隨後搭配的廣告效果,對品牌回憶和品牌態度之影響,並探討在搭配不同的置入與廣告效果之下,消費者的購買意願是否有差異。

本研究以實驗法來進行本研究之驗證,並將偶像劇「王子變青蛙」剪輯成為2(偶像劇中有置入產品VS.偶像劇中沒有置入產品)*2(偶像劇中間搭配劇中產品置入之廣告VS.偶像劇中間搭配與劇中置入無關之廣告)四種影片,而以銘傳大學日間部學生為實驗對象。實驗結果發現,置入效果與廣告效果分別對觀眾之品牌回憶與品牌態度有顯著影響;此外,四種影片效果對觀眾購買意圖之影響強度,依序為:影片中有置入效果搭配廣告效果,影片中有置入效果但無廣告效果,播放產品之廣告但無置入效果,影片中沒有置入也沒有播放產品廣告之效果。
ABSTRACT
The practice of product (or brand) placement in movies and other multimedia has been an important emerging area of marketing and advertising communication in recent years. Marketers and movie producers now frequently use placement as the promotion medium for products or brands. This study extended Pechmann and Shih’s research in 1999 “Smoking Scenes in Movies and Antismoking Advertisements before Movies: Effects on Youth,” and proposed a new research framework. This study examined the effects of product placement and TV advertisement on brand recall, brand attitude, and purchase intention.
This study designed a 2 2 randomized factorial cells to examined the related hypotheses. The manipulated factors were product placement (present versus absent) and TV advertisement (with product’s AD versus without product’s AD). The experimental scenes were selected from one Taiwanese drama: “Prince Became Frog.” The design edited the drama scenes to four kinds of experimental effects to examine viewers’ brand recall, brand attitude, and purchase intention. Subjects were 172 students from Ming Chuan University. The findings indicated that product placement and TV advertisement have significant impacts on viewers’ brand recall and brand attitude. The findings also indicated that the situation of product placement with TV advertisement in drama has highest effect on consumers’ purchase intention, and the situation of no product placement and no TV advertisement in drama has lowest effect on consumers’ purchase intention.
目 錄
頁次
目 錄 I
圖 目 錄 IV
表 目 錄 V
第一章 緒論 1
1.1 研究背景 1
1.2 研究動機與目的 2
1.3 研究流程 4
第二章 文獻探討 6
2.1 置入性行銷 6
2.1.1 置入性行銷之定義 6
2.1.2 置入性行銷之形式 7
2.1.3 置入性行銷之理論基礎 9
2.1.4 置入性行銷之相關研究 12
2.2 品牌回憶 15
2.2.1 品牌回憶之定義 15
2.3 品牌態度 15
2.3.1 品牌態度之定義 15
2.3.2 品牌態度之相關文獻 16
2.4 購買意圖 17
2.4.1 購買意圖之定義 17
2.5 廣告 18
2.5.1 廣告之定義 18
2.5.2 電視廣告之定義 20
2.5.3 廣告效果之相關文獻 20
2.6 偶像劇之定義 23
2.7 本研究之基礎 24
第三章 研究方法 26
3.1 研究架構與相關研究基礎 26
3.1.1 研究架構 26
3.1.2 相關研究基礎 27
3.2 研究假設 27
3.3 研究設計 29
3.3.1 實驗設計與操作 30
3.3.2 各變數之操作型定義與衡量 31
3.3.3 問卷設計 34
3.4 資料分析方法 34
第四章 資料分析與結果 35
4.1 因數分析 35
4.1.1 品牌態度之因數分析 35
4.1.2 購買意圖之因素分析 36
4.2 信度分析 37
4.3 品牌回憶分析 38
4.3.1 置入效果對品牌回憶影響之分析 38
4.3.2 廣告效果對品牌回憶影響之分析 39
4.4 獨立樣本t檢定分析 39
4.4.1 置入效果對品牌態度影響之分析 39
4.4.2 廣告效果對品牌態度影響之分析 40
4.5 單因子變異數分析 41
4.5.1 四種效果對購買意圖之影響 41
4.6 假設驗證結果 43
第五章 結論與建議 44
5.1 研究結果 44
5.2 管理意涵 45
5.3 研究限制 46
5.4 後續研究建議及貢獻 46
參考文獻 48
附 錄 一 53

圖 目 錄
圖1-1 研究流程 5
圖2-1 產品置入三構面圖 9
圖2-2 適用性意義轉換模式 12
圖2-3 廣告銷售效果之模式 21
圖2-4 情感移轉假設 21
圖2-5 雙重中介假設 22
圖2-6 交互中介假設 22
圖2-7 獨立影響假設 23
圖3-1 本研究觀念性架構圖 25

表 目 錄
表1-1 偶像劇中置入性行銷手法 3
表2-1 置入性行銷定義之整理 7
表2-2 Smoking Scenes in Movies and Antismoking Advertisements Before Movies: Effects on Youth之研究結果 25
表3-1 前測結果 30
表3-2 實驗設計之實驗組合 31
表3-3 品牌回憶度衡量問項 32
表3-4 品牌態度衡量問項 33
表3-5 購買意圖衡量問項 33
表4-1 品牌態度之KMO與Bartlett球形檢定 35
表4-2 品牌態度之共同性 36
表4-3 品牌態度之解釋變異量 36
表4-4 購買意圖之KMO與Bartlett球形檢定 36
表4-5 購買意圖之共同性 37
表4-6 購買意圖之解釋變異量 37
表4-7 研究變數之信度分析 38
表4-8 置入效果對品牌態度影響之獨立樣本t檢定 40
表4-9 廣告效果對品牌態度影響之獨立樣本t檢定 41
表4-10 四種效果對購買意圖影響之Scheff’e事後比較 42
表4-11 本研究假設之驗證結果整理 43
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國91年7月。
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