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完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 黃恆獎 | |
dc.contributor.author | Heng-Ju Lin | en |
dc.contributor.author | 林恒如 | zh_TW |
dc.date.accessioned | 2021-06-13T08:08:14Z | - |
dc.date.available | 2007-07-27 | |
dc.date.copyright | 2005-07-27 | |
dc.date.issued | 2005 | |
dc.date.submitted | 2005-07-21 | |
dc.identifier.citation | 中文書目
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(1998), “Brand Placement: A Review,” Journal of Current Issues and Research in Advertising, 20(Fall), 31-49. ──────(1994), “Effects of Brand Placement in Motion Pictures,” in Proceedings of the 1994 American Academy of Advertising Conference, Karen W. King, eds., Athens, GA: American Academy of Advertising, 90-96. Keller, K. L. (1993), “Conceptualizing, Measuring, and Managing Customer-Based Eguity,” Journal of Marketing, 7(1), 1-22. Kotler, P., Ang, S. H., Leong, S. M., and Tan, C.T. (1999), Marketing Management: An Asian Perspective, Prentice-Hall Pte Ltd, Singapore. Krech, D. and Crutchfiled, R. S. (1984), Theory and Problems in Social Pyschology, New York: McGraw-Hill. Krosnick, J. A., Betz, A. L., Jussim, L.J. and Lynn, A. R. (1992), “Subliminal Conditioning of Attitudes,“ Personality and Social Psychology Bulletin, 18, 152-162. Liebenson, D. (1990), “Look familiar? Brand names stake a claim in film,” The Chicago Tribune, December 28, 8. Nebenzahl, I. D. and Secunda, E. (1993), “Consumers’ Attitudes Toward Product Placement in Movies,” International Journal of Advertising, 12(1), 1-11. Ong, B. S. and Meri, D. (1994), “Should Product Placement in Movies Be Banned?” Journal of Promotion Management, 2 (3/4), 159-175. Petty, R. E., and Cacioppo, J. T. (1986), Communication and Persuasion: Central and Peripheral Routes to Attitude Change, New York: Springer-Verlag. ──────and──────(1980), Attitude and Persuasion: Classic and Contemporary Approaches, Dubuque Iowa: Wm. C. Brown Co. Puto, C. P. (1986),”Transformational Advertising: Just Another Name for Emotional Advertising or A New Approach?” in Proceedings of The Division of Consumer Psychology, ed. Wayne D. Hoyer, American Psychological Association,4-6. Reed, J. D. (1989), “Plugging Away in Hollywood,” Time, January 2, 103. Robertson, T. S. (1970), Consumer Behavior, Glenview, Ill.: Scott, Foresman. Russell, C. A. (1998), “Toward a Framework of Product Placement: Theoretical Propositions,” Advances in Consumer Research, 25, 357-362. Sabherwal, S., Pokrywczynski, J. and Griffin, R. (1994), “Brand Recall for Product Placements in Motion Pictures: A Memory-Based Perspective,” paper presented at 1994 Association for Education in Journalism and Mass Communication Conference, Atlanta, GA. Schiffman, L. G. and Kanuk, K. K. (1994), Consumer Behavior, 5th Ed., Prentice-Hall Inc.. Staats, C. K. and Staats, A. W. (1957),“Meaning Established by Classical Conditioning,“ Journal of Experimental Psychology, 54(July), 74-80. Steortz, E. M. (1987), The Cost Efficiency and Communication Effects Associated with Brand Name Exposure within Motion Pictures, unpublished master’s thesis, West Virginia University. Vollmers, S. (1995), The Impact on Children of Brands and Product Placements in Films, unpublished doctoral dissertation, Florida State University, Tallahassee. ──────and Mizerski (1994), “A Review and Investigation Into the Effectiveness of Product Placements in Films,” in Proceedings of the 1994 American Academy of Advertising Conference, Karen W. King, eds., Athens, GA: American Academy of Advertising, 97-102. World Health Organization. (1993), The Health of Young People: A Challenge and A Promise, Genava: WHO. Zajonc, R. B. (1980), “Feeling and Thinking: Preferences Need No Inferences,” American Psychologist, 35(February), 1-14. ──────and Markus (1982), “Affective and Cognitive Factors in Prefernces,” Journal of Consumer Research, 9(September), 123-131. Zimmer, M. R. and DeLorme, D. (1997), “The Effects of Brand Placement Type and a Disclaimer on Memory for Brand Placements in Movies,” paper presented at 1997 Association for Education in Journalism and Mass Communication Conference, Chicago. | |
dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/36622 | - |
dc.description.abstract | 近年來產品置入愈來愈廣泛的被應用,除了電影與電視節目外,更出現在許多大眾傳播工具中,例如音樂錄影帶、廣播、小說及電玩遊戲。由於過去的產品置入相關研究大多偏向電影、國外影集及國外連續劇,對於本土電視節目尚未做深入的研究,因此本研究將探討產品置入台灣電視台偶像劇的效果。
本研究以喜劇/悲劇劇情、是否播放置入產品廣告、有無片尾贊助商字幕三個變數剪輯成 共8組實驗影片,探討這三個變數是否會影響品牌回憶度、品牌辨識度及品牌態度。此外探討消費者對產品置入的意識程度對品牌回憶度、品牌辨識度、品牌態度的影響。最後檢測品牌回憶度、品牌辨識度及品牌態度是否會影響消費者的購買意願。 研究結果發現,消費者觀看喜劇劇情比觀看悲劇劇情能產生較佳的品牌態度。在廣告時間播放置入產品的廣告對於該置入品牌的品牌回憶度是有部分幫助的,而播放置入產品廣告的確能增加品牌辨識度。此外,產品置入的意識程度愈高,其品牌回憶度、品牌辨識度及品牌態度也會愈高。最後,品牌辨識度對於購買意願產生部分影響,至於品牌態度則是主要影響購買意願的原因。 | zh_TW |
dc.description.abstract | In recent years, product placement is a growing practice in various media vehicles, such as motion pictures, television shows, music videos, novels, and video games. Even though several studies have focused on the effects of product placement within motion pictures and television shows, there is little research related to Taiwanese television series. Therefore, this article takes Taiwanese television series as an example to research into the effects of product placement on brand recall, brand recognition, brand attitude and purchase intent.
This research first examines how story content, broadcasting placed products'ads and end sponsor credits influence brand recall, brand recognition and brand attitude. A 2*(story content: comedy/tragedy)*2 (broadcasting placed products'ads: yes/no)*2 (end sponsor credits: yes/no) factorial design was used to test the hypotheses. By editing the original Taiwanese television series, we produced eight editions of experimental films. In addition, this research tests the extent consumers’ perception of product placement is positively correlated with brand recall, brand recognition and brand attitude. Finally, it examines how brand recall, brand recognition and brand attitude will impact purchase intent during product placement within Taiwanese television series. Results of this study show that consumers who watch comedy have more positive attitude towards placed products than those who watch tragedy. Broadcasting placed products' ads partly increases brand recall and indeed increases brand recognition. Furthermore, consumers' perception of product placement has a positive influence on brand recall, brand recognition and brand attitude. Purchase intent is slightly influenced by brand recognition but mostly decided by brand attitude. | en |
dc.description.provenance | Made available in DSpace on 2021-06-13T08:08:14Z (GMT). No. of bitstreams: 1 ntu-94-R92724008-1.pdf: 794666 bytes, checksum: ae2e6cbd3f21ecd038668aecd1dbb4b2 (MD5) Previous issue date: 2005 | en |
dc.description.tableofcontents | 目錄
書名頁------------------------------------------------------------1 論文摘要---------------------------------------------------------2 Abstract----------------------------------------------------------3 目錄-------------------------------------------------------------4 表目錄----------------------------------------------------------7 圖目錄---------------------------------------------------------9 第一章 緒論------------------------------------------------------10 第一節 研究動機------------------------------------------------10 第二節 研究目的與問題------------------------------------------12 第三節 研究流程------------------------------------------------13 第二章 文獻探討--------------------------------------------------14 第一節 產品置入------------------------------------------------14 一、產品置入之定義------------------------------------------14 二、產品置入之形式------------------------------------------14 三、產品置入之相關理論--------------------------------------17 四、產品置入之實證研究--------------------------------------20 第二節 品牌回憶度與品牌辨識度----------------------------------24 第三節 品牌態度------------------------------------------------26 一、態度的定義----------------------------------------------26 二、態度的相關理論------------------------------------------26 三、品牌態度的定義------------------------------------------27 第四節 購買意願與消費者決策模式--------------------------------28 一、購買意願------------------------------------------------28 二、消費者決策模式------------------------------------------28 第三章 研究假設與方法--------------------------------------------31 第一節 研究架構------------------------------------------------31 第二節 研究假設------------------------------------------------31 一、喜劇/悲劇劇情--------------------------------------------31 二、是否播放置入產品的廣告-----------------------------------32 三、有無片尾贊助商字幕--------------------------------------32 四、對產品置入的意識程度------------------------------------33 五、購買意願-------------------------------------------------34 第三節 研究方法-----------------------------------------------34 第四節 研究變數-----------------------------------------------35 第五節 問卷前測------------------------------------------------37 第六節 研究對象與樣本------------------------------------------37 第七節 實驗影片剪輯-------------------------------------------38 第八節 問卷設計-----------------------------------------------45 第四章 研究結果--------------------------------------------------47 第一節 樣本資料統計-------------------------------------------47 一、人口統計變數----------------------------------------------47 二、品牌回憶度及品牌辨識度-----------------------------------49 第二節 品牌回憶度及品牌辨識度─卡方分析------------------------50 一、品牌回憶度------------------------------------------50 (一)喜劇/悲劇劇情-----------------------------------------50 (二)是否播放置入產品的廣告-------------------------------51 (三)有無片尾贊助商字幕-------------------------------------52二、品牌辨識度-----------------------------------------------52 (一)喜劇/悲劇劇情-----------------------------------------53 (二)是否播放置入產品的廣告-------------------------------53 (三)有無片尾贊助商字幕-------------------------------------54 第三節 品牌態度─ t檢定-----------------------------------------55 一、喜劇/悲劇劇情--------------------------------------------56 二、是否播放置入產品的廣告-----------------------------------56 三、有無片尾贊助商字幕---------------------------------------57 第四節 迴歸分析------------------------------------------------58 一、意識產品置入程度對於品牌回憶度、品牌辨識度及品牌態度的影響------------------------------------------------------59 (一)意識產品置入程度對於品牌回憶度的影響-------------------59 (二)意識產品置入程度對於品牌辨識度的影響-------------------59 (三)意識產品置入程度對於品牌態度的影響---------------------60 二、品牌回憶度、品牌辨識度及品牌態度對於購買意願的影響------60 第五節 實証結果-----------------------------------------------63 第六節 其餘研究分析-------------------------------------------64 第五章 結論與建議-----------------------------------------------66 第一節 研究結論-----------------------------------------------66 第二節 研究限制與後續研究建議---------------------------------68 第三節 行銷實務建議------------------------------------------70 參考文獻--------------------------------------------------------71 附錄 正式問卷---------------------------------------------------75 表目錄 表3-1 實驗設計表-------------------------------------------------34 表3-2 實驗影片產品置入表-----------------------------------------37 表3-3 八組實驗影片長度-------------------------------------------37 表3-4 喜劇 /悲劇劇情分鏡圖----------------------------------------41 表3-5 是否放入置入產品的廣告之分鏡圖-----------------------------43 表3-6 有無片尾贊助商字幕之分鏡圖---------------------------------44 表3-7 本研究問卷設計表-------------------------------------------44 表4-1-1 性別次數分配表------------------------------------------47 表 4-1-2 年齡次數分配表------------------------------------------47 表 4-1-3 學歷次數分配表------------------------------------------47 表 4-1-4 職業次數分配表------------------------------------------48 表 4-1-5 所得次數分配表------------------------------------------48 表 4-1-6 看電視次數(週)之次數分配表------------------------------48 表 4-1-7 看電視時數(天)之次數分配表------------------------------49 表 4-1-8 品牌回憶度次數分配表------------------------------------49 表 4-1-9 品牌辨識度次數分配表------------------------------------49 表 4-2-1 品牌回憶度vs.喜劇/悲劇劇情------------------------------51 表 4-2-2 品牌回憶度vs.是否播放置入產品的廣告---------------------51 表 4-2-3 品牌回憶度vs.是否播放置入產品的廣告(未播放廣告4項)-------52 表 4-2-4 品牌回憶度vs.有無片尾贊助商字幕-------------------------52 表 4-2-5 品牌辨識度vs.喜劇/悲劇劇情-------------------------------53 表 4-2-6 品牌辨識度vs.是否播放置入產品的廣告---------------------53 表 4-2-7 品牌辨識度vs.是否播放置入產品的廣告(未播放廣告4項)-------54 表 4-2-8 品牌辨識度vs.有無片尾贊助商字幕-------------------------54 表 4-3-1 品牌態度信度分析---------------------------------------55 表 4-3-2 品牌態度指標(因素分析) ----------------------------------56 表 4-3-3 品牌態度vs.喜劇/悲劇劇情---------------------------------56 表 4-3-4 品牌態度vs.是否播放置入產品的廣告-----------------------57 表 4-3-5 品牌態度vs.是否播放置入產品的廣告(未播放廣告4項)---------57 表 4-3-6 品牌態度vs.有無片尾贊助商字幕---------------------------57 表 4-4-1 購買意願信度分析---------------------------------------58 表 4-4-2 購買意願指標(因素分析)----------------------------------59 表 4-4-3 品牌回憶度vs.意識產品置入程度---------------------------59 表 4-4-4 品牌辨識度vs.意識產品置入程度---------------------------60 表 4-4-5 品牌態度vs.意識產品置入程度-----------------------------60 表 4-4-6 購買意願vs.品牌回憶度/品牌辨識度/品牌態度----------------62 表 4-5 本研究實証結果-------------------------------------------63 表 4-6-1 實驗後心情vs.實驗前心情與喜劇/悲劇劇情--------------------64 表 4-6-2 品牌回憶度vs.性別----------------------------------------65 表 4-6-3 品牌辨識度vs.性別----------------------------------------65 圖目錄 圖1-1 本研究流程圖-----------------------------------------------13 圖2-1 產品置入架構圖---------------------------------------------16 圖2-2 品牌知名度金字塔-------------------------------------------24 圖2-3 計畫行為理論-----------------------------------------------28 圖3-1 本研究架構圖-----------------------------------------------31 | |
dc.language.iso | zh-TW | |
dc.title | 產品置入對品牌回憶度、品牌辨識度、品牌態度及購買意願之影響─以台灣電視台偶像劇為例 | zh_TW |
dc.type | Thesis | |
dc.date.schoolyear | 93-2 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 練乃華,趙琪 | |
dc.subject.keyword | 產品置入,品牌回憶度,品牌辨識度,品牌態度,購買意願, | zh_TW |
dc.subject.keyword | Product Placement,Brand Recall,Brand Recognition,Brand Attitude,Purchase Intent, | en |
dc.relation.page | 80 | |
dc.rights.note | 有償授權 | |
dc.date.accepted | 2005-07-21 | |
dc.contributor.author-college | 管理學院 | zh_TW |
dc.contributor.author-dept | 國際企業學研究所 | zh_TW |
顯示於系所單位: | 國際企業學系 |
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