現今知消費者，越來越多以「品牌」做為辨識產品或服務的依據，在實際市場觀察發現，消費者仍然會購買自己所認識的品牌。而品牌承諾，會讓消費者直接做品牌聯想，使得消費者在購買此品牌時，會產生品牌共鳴。另外，購物價值則在探討購物環境及實體設施對於消費者行為之影響，且購物價值與動機息息相關，消費者藉由購買產品與消費活動來滿足生理與心裡需求，並創造購物價值。而透過品牌置入的方式，會有助喚起消費者的記憶，並增強與消費者的連結，將兩者聯結起來。
因此，品牌置入、購物價值認知、品牌承諾具有互為影響的關係，本研究欲探討此三項變項間之影響關係；過去研究極少探討品牌置入、品牌承諾、購物價值共同置入同一研究模型中，故本研究將此三變項同置於一個模型中，探討此三者間的關係，以釐清三者之影響關係，期能彌補該學術領域之缺口，並有助於實務之運作。研究結果顯示：（一）品牌置入對品牌承諾有顯著之影響；（二）「品牌置入」對「購物價值」有顯著之影響；（三）「購物價值認知」在「品牌置入」對「品牌承諾」影響關係中具有中介效果。此外，因人口統計變項對於研究三變項會產生影響，因此本研究將人口變項作為控制變項，使變項間關係更為純化。最後，本研究並進一步對研究限制與未來研究建議有所探討與分析。
For customers, “brand” becomes the basis for identification of goods or services, and normally customers will buy product which they can recognize its brand.
The “brand commitment” will bring resonance to customers when they are buying specific brand products. And “shopping value” focus on the influence of shopping environment and facilities on customer behavior, and it is closely related to shopping motivation. Besides, customers’ physical and mental demand will be satisfied by purchasing goods and doing shopping that also result in shopping value.
Through the “brand placement”, it will help to remind customers of specific brand name and stronger its image. Thus, there is an interaction relationship among brand placement, shopping value and brand commitment. However, past reviews rarely discussed the relationship among these three elements, so this research aims to explore the relationship between brand placement, brand commitment and shopping value. Here are the results:
a) Brand placement has a significant effect on brand commitment;
b) Brand placement has a significant effect on shopping value;
c) Shopping value has an itermediary significant effect between brand placement and brand commitment.
The research limitation and future research recommendation had been discussed in the last research.
