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研究生:陳于娟
研究生(外文):Chen, Yu-Chuan
論文名稱:跨文化的定點旅行經驗和景點置入的研究─韓國電視戲劇和台灣的觀眾
論文名稱(外文):A cross culture study of on-site film-tourism experience and the impact of product placement on Korean drama among Taiwan viewers
指導教授:蘇宏仁蘇宏仁引用關係
指導教授(外文):Su, Hung-Jen
口試委員:游蓓怡,李佩璇
口試日期:2013-06-24
學位類別:碩士
校院名稱:國立中正大學
系所名稱:行銷管理研究所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2013
畢業學年度:101
語文別:英文
論文頁數:40
中文關鍵詞:韓劇觀光行銷置入性行銷擬社會人際理論文化相近性理論平衡理論
外文關鍵詞:Korean dramatourism marketingproduct placementbalance theoryparasocial theoryculture proximity theory
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由於近幾年的韓劇流行以及置入性行銷的手法運用普遍,加上全世界觀光旅行的風行,讓行銷業者開始考慮如何以景點置入的形式將觀光以及平衡理論做結合,而因此有了平衡理論與韓劇的許多延伸研究。
以往的研究都是著重平衡理論的大略概念,但是在本研究中,平衡理論的三個元素是被指定的。我們的受試者需要看過本研究指定的兩部韓劇之一,並且要去過韓國民俗文化村,且要符合台灣人的身分。我們希望特過固定平衡理論的三個要素,來驗證平衡理論在景點置入上真實的影響。
本研究裡,我們將觀眾知覺女主角對地方的態度(CAL)變數固定住,而分了正向態度跟負向態度兩組。在本論文裡研究了觀眾所知覺女主角對地方的態度正向或負向下,觀眾對女主角的態度以及擬社會性影響觀眾對地點態度的相關性。同時,本論文也會研究在觀眾知覺女主角對地方的態度正負向下,高文化相近性與低文化相近性裡,觀眾對女主角的態度影響觀眾對地點態度的線性關係的差別,還有觀眾對女主角的擬社會性影響觀眾對地點態度的線性關係的差別。

Prior studies studied about general concept of balance theory without certain location, character and viewers. Therefore, in this study, the different point to prior studies is that location is focused on Korean Folk Village, and characters are focused on two dramas which called The Rooftop Prince and The Moon Enbracing the Sun. Moreover, Taiwanese are focused in this study.
This study is to apply the balance theory to location placement. According to the collected samples, the samples of perceived actress’ attitude toward the onscreen location (CAL) are separated into two groups. Therefore, under the two groups of perceived actress’ attitude toward the onscreen location, four hypotheses are approved. The result shows that if actress’s attitude toward the location is positive (CAL), the hypotheses are significant. However, if actress’s attitude toward the location is negative, the hypotheses are not significant.

CHINESE ABSTRACT……………………………………………………………II
ABSTRACT…………………………………………………………………………...III
CONTENT…………………………………………………………………………...IV
FIGURE CONTENT…………………………………………………………………VI
TABLE CONTENT…………………………………………………………………VII
I. INTRODUCTION……………………………………………………………..1
1.1 Background study……………………………………………………………...1
1.2 Study purpose………………………………………………………………….3
II. LITERATURE REVIEW…………………………………………………….5
2.1 Tourism Marketing……………………………………………………………..5
2.2 Product placement……………………………………………………………..6
2.2.1 The form of product placement……………………………………………...7
2.2.2 The product placement of Korean drama……………………………………8
2.3 Parasocial theory……………………..………………………………………..9
2.4 Culture proximity……………………………………………………………...9
2.5 Balance theory………………………………………………………………..10
2.6 Conceptual model…………………………………………………………….11
III. RESEARCH METHOD……………………………………………………...15
3.1 Construct and Measure……………………………………………………..15
3.2 Para social attachment scale………………………………………………...16
3.3 Cultural proximity scale…………………………………………………….16
3.4 Questionnaire………………………………………………………………16
3.5 Data collection……………………………………………………………..18
IV. RESEARCH ANALYSIS AND RESULTS………………………………….20
4.1 Analysis method……………………………………………………………..20
4.2 Characteristics of the respondents…………………………………………...20
4.3 Correlation and internal consistency of constructs…………………………..21
4.4 Model testing…………………………………………………………………22
V. DISCUSSION AND CONCLUSION………………………………………..26
5.1 Conclusion and practical contribution………………………………………..26
5.2 Limitation and future suggestion……………………………………………..28
VI. REFERENCE………………………………………………………………...30
VII. APPENDIX…………………………………………………………………..36
7.1 Questionnaire…………………………………………………………………36
7.2 Micromedia of Heart City Story……………………………………………...40


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