不同置入方式對產品置入溝通效果之影響

Abstract

近年來，產品置入手法在電視劇中逐漸盛行，而過去的研究大多探討電影中的產品置入效果，且著重置入品牌的辨識度、回憶度，較少探及態度與購買意願，因此本研究欲針對低涉入的飲料產品在電視劇中之置入，探討影響置入產品態度，以及購買意願等溝通效果之因素。本研究目的即為探討置入模式、劇情連結程度、形象一致性等因子對於置入產品之產品態度及購買意願之影響 為驗證本研究之假設，實驗採取2(視/聽覺置入) 2(高/低劇情連結度) 2(形象一致/形象不一致)因子實驗設計，並製作約8個約10分鐘的實驗影片版本供實驗使用。本研究之實驗樣本為181為台灣大學在學學生。 本研究主要結論如下： 一、 置入模式（視、聽覺置入）無顯著主效果。 二、 閱聽眾對於高劇情連結程度之置入產品有較高的產品態度及購買意願。 三、 若劇中人物形象與產品形象一致，閱聽眾會有較高的產品態度及購買意願。 四、 視覺置入模式下，形象一致性顯著影響閱聽眾之產品態度及購買意願；聽覺置入下，則無顯著影響。 五、 置入模式與劇情連結程度無顯著交互效果。 六、 劇情連結程度與形象一致性無顯著交互效果。

“Product Placement” is a new trend of marketing tactics. Most of the researcher who dealt with this issue put their emphasis on the brand recognition and memory, and seldom discussed brand attitude and purchase intention. However, it’s possible that “a fabulous movie star use the new phone” can change audience brand attitude, and even push them to buy one. Hence, this research emphasizes on the placement factors (Placement Modality, Plot Connection, and Match-up between product and actor) that might influence brand attitude and purchase intention of the audience. We took the 2(Auditory/ Visuality)×2(High/Low connection)×2 (Matched or Unmatched)factor design, and made a small section of one fake soap opera of 8 versions for the experiment. The subjects were all NTU student, and there are 181 effective samples in this experiment. The main results of this research are as following: 1. Placement Modality isn’t a significant factor to the brand attitude and purchase intentions. 2. Subjects who see the version of high connection significantly have better brand attitude and higher purchase intentions. 3. If the product image is matched with the actor image, the subjects’ brand attitude and purchase intentions are significantly better and higher. 4. In visual version, matcu-up factor can significantly raise the brand attitude and purchase intention; however, it’s not a significant factor in auditory version. 5. There is no significant interaction between placement modality and plot connection. 6. There is no significant interaction between plot connection and match-up factor.