臺灣博碩士論文加值系統

置入性行銷近年來逐漸成為台灣新聞媒體攫取廣告資源的重要方式之一，許多學者對於這種新聞商品化的現象提出強烈的批判。由付費者的屬性來看，又可分為商業性與政治性的新聞置入性行銷，其中，尤其是政治性的新聞置入性行銷，更讓學者們認為可能會動搖民主政治。
本研究聚焦於政治置入性行銷新聞如何影響新聞可信度，因此，以政治置入性行銷屬性（泛藍、泛綠、無）、媒體政治偏誤（聯合報、自由時報）、閱聽人政黨傾向（泛藍、泛綠）為自變項，而新聞可信度則為依變項，採用3x2x2的獨立樣本線上實驗進行分析比較。
研究結果發現，政治置入性行銷新聞確實會降低新聞可信度，而泛藍置入性行銷新聞刊登於自由時報，或是泛綠置入性行銷新聞刊登於聯合報，都未必能提高新聞可信度。當媒體政治偏誤與政治置入性行銷新聞屬性不一致時，新聞可信度會提高或降低，需視閱聽人的政黨傾向而定。

In recent years, product placements have progressively become one of the important ways to increase advertising revenue for news media in Taiwan and many scholars strongly criticize the phenomenon of news being commercialized. According to the characters of the sponsors, the product placements could be divided into commercial and political product placements; therein, the scholars especially consider that the political product placement could harm democracy.
This research aims on how the political placements affect the change of the news creditability. Regarding the attributions of the political product placements (Pan-blue, Pan-green, and none), the media political bias (the United Daily News and the Liberty Times), and audience’s party identifications (Pan-blue and Pan-green) as the independent variables as well as the level of the news creditability as a dependent variable, an online experiment employing a 3x2x2 factorial design is utilized to compare the effect.
The findings of this research show that the political product placements would reduce news credibility doubtlessly; when the Liberty Times publishes Pan-blue’s product placement news or when the United Daily News publishes Pan-green’s product placement news, news credibility would not necessarily increase; when the attribution of political product placements news is discrepant with the media political bias, the audience’s party identification would determine the increase or decrease of news credibility.

第壹章 緒論 1
第一節 研究背景 1
第二節 研究動機與目的 3
第貳章 文獻探討 5
第一節 置入性行銷的發展與新聞置入性行銷的定義 5
第二節 新聞置入性行銷相關研究 8
第三節 新聞可信度 10
第四節 政治置入性行銷新聞與新聞可信度 12
第五節 媒體政治偏誤、政治置入性行銷新聞屬性與新聞可信度 13
第六節 協調理論 ( Congruity Theory) 16
第七節 閱聽人政黨傾向、媒體政治偏誤、政治置入性行銷新聞屬性與新聞可信度 20
第八節 政黨傾向對「媒體政治偏誤」與「政治置入性行銷新聞屬性」之交互作用的影響 22
第參章 研究方法 25
第一節 研究架構 25
第二節 研究方法的選擇 27
一、實驗法 27
二、線上實驗 27
第三節 第一次前測：置入性行銷新聞前測 28
一、政治置入性行銷新聞設計 28
二、前測樣本與進行流程﹕ 30
三、前測問卷設計 31
四、前測結果 31
第四節 第二次前測：新聞網頁前測 33
一、新聞網頁設計﹕ 33
二、前測樣本與進行流程﹕ 33
三、前測問卷設計 34
四、前測結果 35
第五節 第三次前測：線上實驗流程前測 36
一、實驗流程 36
二、前測方式 37
三、前測結果 38
第六節 正式實驗 39
一、實驗設計 39
二、實驗進行流程 40
三、自變項操作策略與操作檢定 43
四、依變項與操作衡量 44
第七節 問卷設計 47
第肆章 研究結果與分析 49
第一節 樣本輪廓 49
第二節 效度檢測 54
第三節 信度檢測 55
第四節 操弄檢定 57
一、置入性行銷新聞操弄檢定 57
二、實驗網頁操弄檢定 58
三、閱聽人政黨傾向與媒體品牌檢定 58
第五節 研究假設驗證 59
一、假設一 59
二、假設二 59
三、假設三至六 61
四、假設七 63
五、假設驗證結果摘要 67
第伍章 結論與建議 69
第一節 研究發現與解釋 69
一、政治置入性行銷會降低新聞可信度 69
二、「媒體政治偏誤」與「政治置入性行銷新聞屬性」具有交互作用 70
三、當「媒體政治偏誤」與「政治置入性行銷新聞屬性」相違時，新聞可信度改變方向須視閱聽人的「政黨傾向」而定 70
四、小結 71
第二節 學理上的檢討與貢獻 72
一、協調理論對平衡理論的修正 72
二、協調理論與歸因理論的整合 73
三、新聞可信度研究的新面向 73
四、置入性行銷新聞研究的補強 74

第三節 新聞實務的檢討與建議 75
一、為何應該拒絕政治置入性行銷？ 75
二、將政治置入性行銷刊登於政治立場相違的媒體，是否可以提高新聞可信度？ 75
三、沒有了政治置入性行銷，媒體營收就會減少？ 76
四、如何拒絕置入性行銷？ 77
第四節 研究限制與未來研究建議 78
參考文獻 79

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