臺灣博碩士論文加值系統

隨著電影影片賣座，片中角色人物使用過的產品，常吸引消費者前往購買。Russell (1998) 認為，產品置入係移轉電影中有品牌之產品使用經驗，藉由角色人物敍述或使用產品之情境與經驗以影響消費者。因此，在產品置入之溝通過程中，收看者無可避免地受到角色人物所影響。
欲了解角色人物對收看者之影響，本研究將運用自我概念一致性、角色人物與產品間之聯想，以試圖了解產品置入之溝通過程中，角色人物如何影響收看者對於產品置入之記憶與態度。再者，收看者對於影片內容的喜好程度，不僅影響收看者對於影片的評價，更可能干擾角色人物對收看者之影響。
本研究參酌近期產品置入之研究建議與設計，考量本研究變數性質，將採問卷調查方式搜集資料。以大學院校在校生為受測對象，模擬電影之收看情境進行施測，以與過去研究結果進行比較。
研究結果顯示，收看者理想自我概念與角色人物間之一致性，會影響收看者對於置入品牌與置入產品之態度評價，而真實自我概念一致性，則會影響收看者對置入產品之記憶效果，研究結果不僅驗證了自我概念一致性之影響性，亦驗證了此構念之多元面向存在於產品置入效果。其次，角色人物與產品間之聯想程度，會影響收看者對於產品置入之態度評價與記憶效果。而影片喜好程度，會強化收看者真實自我概念與角色人物間之一致性對產品置入態度之影響，亦會干擾角色人物與產品間之聯想程度，對於置入品牌及置入產品態度之評價結果。

While the movie was popular, the product which was used or mentioned by character in the movie would attract consumers to consume it. Russell (1998) figured that product placement will make influence on viewers because the characters described or used it in certain plots of the movie, that is, the movie transferred those using experience. The viewers would be affected by characters inevitably.
In order to know how characters make influence on viewers, we will apply the concept of self-concept congruency and character association with the product to know how characters affect audience memory and attitude toward product placement in the progress of product placement communication. Furthermore, in literature review, the movie liking will not only affect the evaluation of viewers toward the film, but moderate the influence of characters on the viewers probably.
Referring to the recent researches on product placement and considering the essence of variables in this study, we used questionnaire as the research instrument. The college students as respondents watched the movie in the situation similar to theater. Those results will be compared with the earlier researches.
Study findings support that the ideal self-concept congruency affects the evaluation of viewers toward brand and product placement. Actual self-concept congruency affects the memories of viewers toward product placement. The results not only verify the influence but multi-dimension of self-concept congruency on product placement. Second, the degree of character association with the product affects the evaluation of viewers toward brand and product placement, and also, affects the memories of viewers. In addition, the degree of movie liking enhanced the relationship between actual self-concept congruency and attitude toward product placement, and moderated the relationship between the degree of character association with the product and attitude toward brand and product placement.

中文論文提要 I
英文論文提要 III
目錄 V
圖次 VII
表次 VII


第壹章　緒論 1
第一節　研究背景與動機 1
第二節　研究問題與目的 5
第三節　研究範圍 7
第四節　研究流程 8
第貳章　文獻探討 11
第一節　產品置入 11
第二節　自我概念一致性 32
第三節　代言效果 37
第四節　影片喜好程度之影響 44
第參章　研究方法 51
第一節　觀念性架構與研究假說 51
第二節　研究設計 63
第三節　變數定義與衡量 72
第四節　問卷設計與預試 80
第五節　資料分析方法與工具 81
第肆章　資料分析與結果 85
第一節　樣本結構 85
第二節　信度與效度分析結果 86
第三節　假說驗證 90
第四節　討論 101
第伍章　結論與建議 105
第一節　研究結論 105
第二節　管理意涵 109
第三節　研究貢獻 111
第四節　研究限制與後續研究建議 115
參考文獻 117
附錄　問卷 129

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三、網路：
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