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研究生:楊子億
研究生(外文):Zi-Yi Yang
論文名稱:品牌娛樂內容廣告與置入式廣告對廣告效果之影響
論文名稱(外文):The Impacts of Branded Entertainment and Product Placement on Advertising Effectiveness
指導教授:欒斌欒斌引用關係
指導教授(外文):Pin Luarn
口試委員:欒斌陳正綱林鴻文
口試委員(外文):Pin LuarnCheng-Kang ChenHong-Wen Lin
口試日期:2019-5-30
學位類別:碩士
校院名稱:國立臺灣科技大學
系所名稱:企業管理系
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:2019
畢業學年度:107
語文別:中文
論文頁數:78
中文關鍵詞:品牌娛樂內容廣告置入式廣告廣告效果
外文關鍵詞:Branded EntertainmentProduct PlacementAdvertising Effectiveness
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因為網路媒體的出現,各式各樣的廣告也導致消費者注意力分散,消費者也變得更難以接觸。因此,越來越多品牌開始用產品置入的方式,將廣告訊息置入於電視節目、電影及其他媒體,以達品牌曝光。隨著置入式廣告手法運用的推陳出新,便產生品牌娛樂這樣的概念。品牌也開始使用品牌娛樂內容廣告做為新的行銷工具,以吸引消費者主動觀看。然而,這種新型態的置入手法到底與傳統的電視節目的置入式廣告存在何種差異?過去研究已證實品牌娛樂內容廣告和置入式廣告為不同的概念,但鮮少有學者探討這兩者型式的廣告效果。故本研究目的欲探究品牌娛樂內容廣告與置入式廣告對廣告效果之影響。
本研究以實驗法進行。研究者藉由網路問卷進行施測,並回收220份有效問卷。本研究使用敘述性統計、信度分析、效度分析以及獨立樣本t檢定來分析樣本資料。經研究結果發現,相較於置入式廣告,品牌娛樂內容廣告對於觀看者而言有較好的廣告態度、品牌態度與購買意願。
Due to the emergence of the online media, an advertising tsunami has led to consumers’ distraction as consumers are becoming hard to reach. To gain more exposure, brands started to take up product placement, incorporating advertising messages into TV programs, films and other media. However, with the development and evolution of product placement techniques, branded entertainment surfaces as a new concept. Now, more and more brands also employ branded entertainment as a new marketing tool to attract consumers to consume contents voluntarily. Then what are the differences between branded entertainment and product placement? Previous studies demonstrated that branded entertainment should be separated from product placement, but little has been done to compare the differences of advertising effectiveness between the two. Thus, this study aims to compare the differences of between the effectiveness of branded entertainment and that of product placement.
An experiment is designed to draw a distinct comparison. Questionnaires are distributed online; the total effective collections are 220. The study uses the following statistical methods to analyze the sample data: descriptive statistical analysis, reliability analysis, validity analysis and an independent samples t-test. The result indicates branded entertainment can lead to better attitude towards advertising and attitude towards the brand and purchase intentions than product placement can.
中文摘要 I
Abstract II
誌謝 III
目錄 IV
表目錄 VI
圖目錄 VII
第一章 緒論 1
1.1. 研究背景 1
1.2. 研究動機與目的 3
1.3. 研究流程 4
第二章 文獻探討 6
2.1. 品牌娛樂內容廣告 6
2.1.1. 品牌娛樂內容廣告之發展 6
2.1.2. 品牌娛樂內容廣告之定義及特色 8
2.1.3. 品牌娛樂內容廣告案例 11
2.2. 置入式廣告 13
2.2.1. 置入式廣告之演進 13
2.2.2. 置入式廣告之定義及特色 14
2.2.3. 置入式廣告的型式 16
2.3. 廣告效果 20
2.3.1. 廣告效果之定義 20
2.3.2. 廣告效果之概念 21
2.3.3. 廣告態度 25
2.3.4. 品牌態度 28
2.3.5. 購買意願 29
第三章 研究方法 31
3.1. 研究架構 31
3.2. 研究假說 32
3.3. 研究變項操作型定義 32
3.3.1. 自變項定義操作 32
3.3.2. 依變項定義操作 33
3.4. 研究設計 36
3.4.1. 研究對象 36
3.4.2. 問卷設計 36
3.5. 實驗工具 37
3.6. 問卷前測信度分析 40
3.7. 資料分析方法 42
第四章 資料分析結果 43
4.1. 敘述性統計分析 43
4.2. 信度分析 44
4.3. 效度分析 46
4.4. 獨立樣本t檢定 48
4.4.1. 獨立樣本t檢定之前提假設 48
4.4.2. 品牌娛樂內容廣告與置入式廣告對廣告效果的影響 49
第五章 結論與建議 51
5.1. 研究結論 51
5.2. 研究貢獻 53
5.3. 研究限制 54
5.4. 未來研究建議 55
參考文獻 56
中文文獻 56
英文文獻 57
網路相關資料 63
附錄一__問卷(1) 64
附錄一__問卷(2) 65
中文文獻
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英文文獻
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網路相關資料
1. Haberman, R. (2018, April). Branded Entertainment Growing Twice as Fast as Advertising Spend, Study Finds. Retrieved May 7, 2019 from https://www.skyword.com/contentstandard/creativity/branded-entertainment-growing-twice-as-fast-as-advertising-spend-study-finds/
2. Mallinson, J. (2018, May). HOW MANY ADS DO WE REALLY SEE EACH DAY?. Retrieved May9, 2019 from http://www.tcsmedia.co.uk/many-ads-really-see-day/
3. 黃小升。(2017)。資訊圖表》2017年台灣媒體白皮書,網路廣告正式超越電視。2019年5月10日擷取自https://www.smartm.com.tw/Article/34303638cea

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