置入性行銷策略探討情節置入之情緒與融合度對品牌態度之研究

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/33361

Title:	置入性行銷策略探討情節置入之情緒與融合度對品牌態度之研究 The study on the effective product placement marketing program
Authors:	施良瑩
Contributors:	全球品牌與行銷碩士在職學位學程
Keywords:	置入行銷情節置入情緒品牌態度產品涉入認知需求推敲可能性模式(ELM) product placement plot placement emotion brand attitude product involvement need for cognition elaboration likelihood mode (ELM)
Date:	2016-07
Issue Date:	2016-08-01 11:24:38 (UTC+8)
Abstract:	在數位資訊發達的時代，廣告效益已經不復以往，如何讓消費者確實接觸到新產品的訊息讓廠商傷透腦筋。近年已經行之有年的置入性行銷，隨著NCC放寬限制，這幾年又更加蓬勃發展，舉凡男女主角穿的吃的用的東西，隨著戲劇的走紅，都讓大眾們趨之若鶩，在眾多的置入行銷中尤其以情節置入最為流行，以不突兀的手法將產品置入劇情當中，讓消費者在不知不覺中接觸到產品，且不會因為廣告時間而被消費者排除。本研究針對情節置入之情緒以及融入度來進行策略的探究，並加入個人本身的認知需求程度以及產品的涉入來進行相關性的分析。並發現情節置入之情緒確實會影響到品牌態度，但是高度融入的情節置入會因為消費者的產品涉入程度不同而會影響到品牌態度，在這個研究中另外發現很有趣的結果是對於實體的手機品牌，大家都會有明顯的產品涉入，但是對於無形的旅遊業服務產業，將近有一半的受測者，想不起一間有印象的旅行業，這可以當作另一個深入探討的議題。本研究採取的是實驗設計法，以有工作的消費者為實驗對象，分成兩組實驗組：情緒組和融入組，樣本數各為60份，總樣本數為120份，以SPSS 24版來進行敘述統計、信度分析、以及平均數分析法等進行分析。 In the age of advanced digital information, advertising effectiveness has no longer the past, how to get consumers to really come into contact with the message of new products will enable manufacturers headache. In recent years has been around for ages for product placement, with the NCC deregulation, more vigorous development in re-cent years has covered the male and female used to wear something to eat, along with popular drama, let the public who flock in many into marketing in particular to the cir-cumstances into the most popular, with unobtrusive approach to product placement plot which allow consumers unknowingly come into contact with the product, and will not be excluded because of advertising time consumers. In this study, the plot into the mood to explore the degree of integration and strategy, and add their own personal awareness and demand for the product involved in the correlation analysis. And found the plot into the mood does affect brand attitude, but a high degree of integration into the plot because of the degree of involvement of different products will affect the consumer and brand attitude, in this study also found a very interesting result for mobile phone brand entity, we will have significant product involved, but for the intangible tourism service industry, nearly half of the subjects who can not remember an impression of the travel industry, which can be used as another depth issues. This study takes the experimental design to working consumers as experimental subjects, divided into two experimental groups: group and emotion into the group, the number of samples each 60 parts to 120 parts of the total number of samples to be SPSS version 24 We were descriptive statistics, reliability analysis, as well as the average number of analysis and other analysis.
Appears in Collections:	[Master of Science in marketing ] Thesis

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