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

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。

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.