劇情情節置入性行銷效果之研究

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/38315

Title:	劇情情節置入性行銷效果之研究 A Study of Analyzing the Plot Placement Marketing Effects
Authors:	林乃仙
Contributors:	全球品牌與行銷碩士在職學位學程
Keywords:	置入性行銷情節連結度產品專屬品牌態度購買意圖 product placement plot connection product exclusive brand attitude purchase intention
Date:	2017
Issue Date:	2017-10-17 11:18:29 (UTC+8)
Abstract:	企業品牌採取置入性行銷的手法作為品牌或產品的宣傳，在許多置入性行銷的案例中，更多採取結合情節置入的方式，舉凡日劇、韓劇，包含台灣的戲劇或是偶像劇就有不同的置入方式。本研究是針對情節置入之產品專屬主角對於廣告效果的影響，藉由了解目前台灣戲劇或偶像劇如採取此種置入模式能夠為企業品牌或是產品帶來更高的經濟效益。本研究採取實驗設計法，以情節置入產品專屬主角和非專屬主角為控制變項，探討對品牌態度、購買意圖的影響，並且加入情節連結度作為干擾。研究結果發現，情節置入產品專屬主角和非專屬主角會直接影響品牌態度、購買意圖，雖然加入情節連結度之調節作用不顯著，但卻發現單一採取置入產品專屬主角或是情節連結度的方式可使品牌態度、購買意圖達顯著影響，表示產品置入台灣戲劇時，採取其一種置入方式，不僅省下成本，又達到產品置入之廣告效果。 Enterprise brand to take into the marketing approach as a brand or product promotion, in many cases of placement of marketing, more to take a combination of circumstances, put the Japanese drama, Korean drama, including Taiwan's drama or idol drama There are different ways of placing. This study is aimed at the impact of the exclusive theme of the product placed on the effect of advertising, by understanding the current Taiwan drama or idol such as taking such a placement model for the enterprise brand or product to bring higher economic benefits. In this study, the experimental design method was adopted to analyze the influence of brand attitude and purchase intention, and the degree of connection was added as interference. The results of the study found that the plot into the product exclusive and non-exclusive lead will directly affect the brand attitude, purchase intent, although the degree of connection to join the adjustment effect is not significant, but found a single product into the exclusive or the plot Way to make the brand attitude, purchase intention significant impact, said the product into Taiwan drama, to take a kind of placement, not only save the cost, but also to achieve the product into the advertising effect.
Appears in Collections:	[Master of Science in marketing ] Thesis

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