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研究生:黃友錡
研究生(外文):Yu-Chi Huang
論文名稱:置入性行銷對知覺可信度、內容滿意度及品牌形象的影響:以電視新聞為例
論文名稱(外文):The Influence of Product Placements on Perceived Credibility, Satisfaction andBrand Image: The Case for TV News
指導教授:王俊人王俊人引用關係
學位類別:碩士
校院名稱:國立臺灣體育大學(桃園)
系所名稱:休閒產業經營學系碩士班
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:74
中文關鍵詞:實驗法接受程度知覺媒體可信度品牌形象內容滿意度持久性涉入置入性行銷電視新聞
外文關鍵詞:TV Newsproduct placementperceived credibilitysatisfaction with contentbrand imageenduring involvementaudiences' acceptanceexperiment
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本研究旨在了解電視新聞中,不同的置入性行銷呈現方式與數量,對於閱聽人的知覺媒體可信度、內容滿意度以及對新聞頻道品牌形象評價的影響,並了解何種類型的置入性行銷新聞是觀眾較能接受的。希望能藉由本研究,歸納出一個電視新聞置入性行銷的適切方式。
本研究採實驗法,以真實的電視新聞及置入性行銷影片及網路問卷的方式評量,共有343位受測者填答問卷,有效問卷239份。所蒐集之資料經描述性統計、t檢定和迴歸分析等統計方法進行資料分析。
本研究結果如下:
一、 電視新聞置入性行銷的呈現方式,的確會影響閱聽人對電視新聞媒體的「知覺媒體可信度」與「內容滿意度」。
二、 電視新聞的置入性行銷會對媒體的品牌形象造成影響。
三、 完全不能接受電視新聞置入性行銷的僅佔6.1%,多數的閱聽人對於電視新聞置入性行銷是有限度的接受。
四、 閱聽人可接受的電視新聞置入性行銷類型,以「美食資訊」、「國內遊憩」、「國外旅遊」、「科技產品」接受程度較高,對於其他類型則接受程度相當低。
五、 採用閱聽人較能接受的產品類型,以隱含的手法呈現,並且在置入的數量上有一定的限制,是對電視新聞媒體及閱聽人雙方都有利的置入性行銷方式。
雖然對於置入性行銷「接受程度」較高的閱聽人,可以接受「呈現方式」比較明顯的置入性行銷,但是當置入性行銷「數量」多時,對電視新聞的「內容滿意度」仍然會降低。
依據本研究的結果來看,採用「隱含」的置入性行銷方式則會有較高的「知覺媒體可信度」與「內容滿意度」,進而增加品牌形象的正面評價、減少負面評價。
從企業經營的角度來看,對於媒體而言或許置入性行銷是傳統廣告收益之外的獲利來源,不過如果因為置入性行銷呈現方式太明顯或數量過多,造成品牌形象負面影響而流失觀眾則得不償失。
The aim of this study is to find out the influence of product placements towards audiences’ perception. In order to investigate audiences’ perception towards different genres of product placements within TV news. Based on the interview of 239 persons by examining different views towards the product placement perception in TV news.
The data analyzed by descriptive statistics, one-way ANOVA, and regression analysis.
The result of this research is as below:
1. The appearance and amount of TV news product placement do affect audience’s perceived media credibility and content satisfaction.
2. TV news product placement will also affect the Media’s brand image.
3. There are 6.1% empirical survey observations choose “Product placement is unacceptable”. But most audience can still accept part of the product and brand placement.
4. TV news product placement of “food information”, “domestic tour”, “overseas traveling”, and “high technology product” are more acceptable.
5. It is better way for media and audience that TV product placement by subtle way and using more acceptable products.
Though some audiences can accept prominent product placement, but at the same time, the content satisfaction will also damp if there are too many product placements in TV News.
According to the research, subtle product placement can received higher perceived media credibility and content satisfaction, and then increase brand image positively.
Except for advertisement, product placement is an extra advantage for media. But over prominent or too many product placements will bring in negative brand image of media and lost audience, it will be more a loss than gain.
第一章 緒論

第一節 研究背景---------------------------- 1
第二節 研究動機---------------------------- 2
第三節 研究目的---------------------------- 3

第二章 文獻探討

第一節 置入性行銷-------------------------- 4
第二節 知覺可信度-------------------------- 5
第三節 滿意度------------------------------ 6
第四節 品牌形象---------------------------- 7
第五節 閱聽人對置入性行銷的接受程度-------- 9
第六節 持久性涉入-------------------------- 9

第三章 研究方法

第一節 操作型定義-------------------------- 11
第二節 研究架構---------------------------- 13
第三節 研究設計---------------------------- 17

第四章 結果與分析

第一節 研究結果---------------------------- 30
第二節 各變項關聯分析---------------------- 31
第三節 假設檢定之驗證結果------------------ 32
第四節 小結-------------------------------- 43

第五章 結論

第一節 研究結論與管理意涵------------------ 51
第二節 研究限制與建議---------------------- 55

參考文獻------------------------------------- 56

附錄
一A 前測問卷a--------------------------- 66
一B 前測問卷b--------------------------- 68
二 實驗影片內容------------------------ 70
三 受測者邀請卡------------------------ 71
四 實驗網頁內容及問卷------------------ 72
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周瓊惠 (2006)。新聞專業與置入性行銷—記者的心理調適。台灣大學新聞研究所碩士論文。
高凌雲 (2007)。三立錯植228畫面事件藍委批政府置入性行銷。 聯合晚報,p9。
馮凌慧 (2004)。新聞類型頻道的品牌認同與品牌形象一致性研究:以TVBS-N為研究個案。世新大學傳播研究所碩士論文。
彭芸、梁德馨 (2006)。95年有線電視收視行為及滿意度調查研究報告書。國家通訊傳播委員會。
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彭賢恩 (2007)。政治置入性行銷對新聞可信度之影響:以線上電子報為例。國立交通大學傳播研究所碩士論文。
溫建勳 (2007)。台灣財經記者面臨的利益衝突與因應方式之研究。國立政治大學新聞研究所碩士論文。
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