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研究生:呂侒霓
研究生(外文):LEE, AUN-NI
論文名稱:感興趣的會更記得?探討置入顯著性、與個人興趣相符程度與品牌記憶對推薦意願的影響-以正負向情緒為干擾變數
論文名稱(外文):Does People Have Better Memory On Things They Interested? Influence Of Placement Prominence, Perceived Fit With Personal Interests And Brand Memory On Intention To Recommend, Positive Affect And Negative Affect As Interference Variables
指導教授:鄧肖琳鄧肖琳引用關係
指導教授(外文):TENG, HSIAO-LIN
口試委員:謝宜芳謝家祥
口試委員(外文):SHIEH,YI-FANGHSIEH,CHIA-HSIANG
口試日期:2022-07-09
學位類別:碩士
校院名稱:中華大學
系所名稱:企業管理學系
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:2022
畢業學年度:110
語文別:中文
論文頁數:91
中文關鍵詞:置入顯著性與個人興趣相符程度品牌記憶正負向情緒推薦意願
外文關鍵詞:Placement ProminencePerceived Fit with Personal InterestsBrand MemoryPositive Affect and Negative AffectIntention to Recommend
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縱觀現今市場,置入性行銷是常見的行銷手法,且可置入的媒介衆多,如電影(Gupta & Lord, 1998)、電視節目(Russell, 2002)及遊戲(Lee & Faber, 2007)等等,如何強化置入性行銷的效率與效能即成為重要研究議題。不良的置入手法不僅會引起負面評價(Wei, Fischer & Main, 2008),進而影響品牌印象,故探討如何創造極大正面效益與最小負面效益的置入手法成為本研究動機之一。
本研究將置入顯著性對品牌記憶的影響納爲探討要素,以實驗設計進行二因子組間實驗2(置入顯著性:顯性vs隱性) x2 (與個人興趣相符程度:高vs低),透過網路發放問卷的方式讓受測者參與實驗。本研究對象為馬來西亞民衆,採方便抽樣法,回收有效樣本爲244份。研究結果表明,相較於隱性置入,顯性置入以及與個人興趣相符程度較高者,均具有較佳的品牌記憶;且置入顯著性和與個人興趣相符程度之間對品牌記憶有顯著的交互作用。在顯性置入的情況下,與個人興趣相符程度高或低對品牌記憶不具有顯著差異,但若為與個人興趣相符程度低之情境時,置入顯著性則會對品牌記憶起關鍵作用。本研究進而探討正負向情緒是否在品牌記憶對推薦意願的影響中具有干擾效果。結果指出,品牌記憶對推薦意願具有正向顯著影響,且僅負向情緒具有干擾效果。
本研究建議因應盲目的顯性置入易引起反感,宜結合其他置入手法,且負向情緒易削弱消費者因高品牌記憶而願意推薦品牌或產品的意願,故在使用情緒影響消費者以達到行銷目的時,須謹慎爲之。
Throughout the current market, product placement is a common marketing strategy, there are many media that can be placed, such as movie (Gupta & Lord, 1998), TV program (Russell, 2002), games (Lee & Faber, 2007), etc. Therefore, how to enhance the efficiency and effectiveness of product placement has become an important research topic.
Inappropriate placement techniques not only cause negative evaluation (Wei, Fischer & Main, 2008), but also affect brand impression. Thus, the discussion on how to create maximum positive outcome and minimum negative impact of placement techniques has become one of the motivations of this study.
In this study, the effect of placement prominence on brand memory was considered as an important factor. Experimental design was used to conduct two-factor inter-group experiment 2 (placement prominence: prominent vs subtle) x2 (perceived fit with personal interests: high vs low) and participants were invited to participate in the experiment through online questionnaires. The samples of this study were Malaysian and 244 valid samples were collected by convenient sampling method.
The results showed that compared with prominent placement, subtle placement and those with high perceived fit with personal interest cause better brand memory. Moreover, there is a significant interaction between the placement prominence and the perceived fit with personal interests on brand memory. In the case of prominent placement, there was no significant difference in brand memory between high and low perceived fit with personal interests, but in the case of low personal interest, the significance of placement played a key role in brand memory. We further explore whether positive and negative emotions have an interference effect on brand memory and intention to recommend. The results show that brand memory has a significant positive effect on intention to recommend and only negative affect has an interference effect.
We suggest that since blind explicit placement is easy to cause dislike, it should be combined with other placement techniques, and negative emotions can easily weaken consumers' intention to recommend brands or products due to high brand memory. Therefore, when using emotions to influence consumers for marketing purposes, it is necessary to be cautious.
摘要
ABSTRACT
誌謝辭
目錄
表目錄
圖目錄
第一章 緒論
第一節 研究背景與動機
第二節 研究目的
第二章 文獻探討
第一節 置入性行銷
第二節 與個人興趣相符程度
第三節 品牌記憶
第四節 正負向情緒
第五節 推薦意願
第三章 研究方法
第一節 研究架構
第二節 假説推論
第三節 研究設計
第四節 問卷設計
第五節 資料分析方法
第四章 研究結果
第一節 操弄檢定
第二節 信度分析
第三節 樣本結構分析
第四節 敍述性分析
第五節 研究假説驗證
第六節 研究結果
第五章 結論與建議
第一節 理論貢獻與實務意涵
第二節 研究限制與未來建議
參考文獻
附錄
問卷版本一:顯性置入與正向情緒
問卷版本二:顯性置入與負向情緒
問卷版本三:隱性置入與正向情緒
問卷版本四:隱性置入與負向情緒
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