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研究生:蕭惟心
研究生(外文):Wei-Hsin Hsiao
論文名稱:隱性行銷揭露前後之購買意願變化—以專櫃、開架式眼影產品之比較研究
論文名稱(外文):The Change of Purchase Intention Before and After Covert Marketing Disclosure - A Comparative Study of High-End and Self-Selective Eye Shadow Products
指導教授:陳怡廷陳怡廷引用關係
指導教授(外文):Yi-Ting Chen
口試委員:陳妮雲陳麗如
口試委員(外文):Ni-Yun ChenLi-Ju Chen
口試日期:2019-09-21
學位類別:碩士
校院名稱:國立東華大學
系所名稱:國際企業學系
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:2020
畢業學年度:108
語文別:中文
論文頁數:82
中文關鍵詞:隱性行銷品牌強度涉入程度代言人購買意願
外文關鍵詞:covert marketingbrand strengththe degree of involvementendorserpurchase intention
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隨著科技發展越來越進步,使資訊傳播速度也更迅速,大量廣告藉由這些媒體影視充斥我們的日常生活,業者不得不創造全新的行銷方式抓住消費者的目光,其中隱性行銷為近年的主流之一。在台灣最常見的方式即是產品置入,企業採用不揭露產品名稱或品牌,隱晦地融入節目當中,使觀眾無法分辨節目內容中介紹的產品是出自介紹人的個人使用經驗還是廣告美言。
本研究以美妝產品──眼影為例,採用「準實驗法」探究產品置入在隱性行銷揭露前、揭露後是否會影響購買意願?同時探討品牌強度(開架、專櫃)在隱性行銷揭露前(整合性明顯兼隱晦置入)、揭露後(整合性明顯兼顯性置入)的差異,並且了解代言人及涉入程度(高、低)是否會有控制作用。
實驗對象為觀看過採用隱性行銷歷史已久「女人我最大」節目之女性觀眾進行調查,以檢驗本研究相關假設。本研究回收開架式問卷共蒐集299份,專櫃式問卷共蒐集203份。根據其分析結果顯示不同品牌強度對隱性行銷揭露前察覺程度有顯著差異。在隱性行銷揭露後,對代言人可信度會呈現負向效果,消費者有可能產生被欺騙的感覺。而越不受隱性行銷影響的消費者,其購買意願越高。
With the development of science and technology, the speed of information dissemination is also faster. Numerous of advertisements are permeating in our daily lives by these media and movies, which makes a new way of marketing to capture the eyes of consumers. In Taiwan, the most common way of covert marketing is product placement. Many consumers have a resistance of explicit placement, which allows companies to adopt a relatively implicit approach to integrate into the program, so that the viewer can't tell whether the product introduced in the program content is from the introducer’s personal experience or advertising.
In this study, the eye-shadow product is used as an example. Using the “quasi-experimental design method" to explore whether the eyeshadow product will affect the purchase intention before and after the disclosure of covert marketing, brand strength (self-selective and high-end), endorser’s credibility and the degree of involvement (high and low). The subjects were surveyed by female viewer who had watched the Taiwanese cosmetic program, which has used covert marketing for many years to test the hypothesis of this study. In this study, 299 questionnaires were collected in the self-selective cosmetics’ questionnaire, and 203 questionnaires were collected in the high-end cosmetics’ questionnaire.
According to the analysis results, it will be significant differences between different brand strength and the perceived of covert marketing disclosure. After covert marketing is exposed, the credibility of the endorser will have a negative effect, and the consumers may feel betrayed. In addition, the more consumers who are not affected by covert marketing, the higher the willingness to purchase.
第一章 緒論 1
第一節 研究背景 1
第二節 研究問題與貢獻 5
第三節 研究流程 6
第貳章 文獻探討 7
第一節 產品置入 7
第二節 產品置入揭露 12
第三節 涉入程度與品牌強度 13
第四節 代言人 16
第四節 購買意願 19
第五節 小結 20
第參章 研究方法 21
第一節 研究個案 21
第三節 研究假設 22
第二節 研究架構 24
第四節 研究方法 25
第五節 變數的操作性定義與問卷設計 29
第六節 研究問卷前測 36
第四章 實證結果與討論 39
第一節 樣本結構 39
第二節 敘述性統計 41
第三節 信度分析 44
第四節 假設檢定分析與結果 44
第五章 研究結論與建議 59
第一節 研究結果與討論 59
第二節 研究貢獻與實務意涵 61
第三節 研究限制與未來研究建議 63
四、未來研究建議方向 64
參考文獻 65
附錄一、開架式問卷 75
附錄二、專櫃式問卷 79
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