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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 練乃華 | |
| dc.contributor.author | PI-FEN TSENG | en |
| dc.contributor.author | 曾必芬 | zh_TW |
| dc.date.accessioned | 2021-06-13T16:48:19Z | - |
| dc.date.available | 2006-07-04 | |
| dc.date.copyright | 2005-07-04 | |
| dc.date.issued | 2005 | |
| dc.date.submitted | 2005-06-27 | |
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/38833 | - |
| dc.description.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。 | zh_TW |
| dc.description.abstract | “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. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-13T16:48:19Z (GMT). No. of bitstreams: 1 ntu-94-R92741034-1.pdf: 559604 bytes, checksum: b86f24811f1d8b9989e1052ba1f179d7 (MD5) Previous issue date: 2005 | en |
| dc.description.tableofcontents | 第一章 緒論 1
第一節 研究動機 1 第二節 研究目的 3 第二章 文獻探討 4 第一節 產品置入之定義 4 第二節 產品置入的形式 5 第三節 產品置入相關文獻 9 第四節 劇情連結程度 15 第五節 形象一致性 18 第三章 研究假設與方法 21 第一節 研究架構 21 第二節 研究假設 22 第三節 研究設計 27 第四節 抽樣方法及實驗步驟 38 第四章 研究結果分析 40 第一節 樣本結構 40 第二節 信度分析與效度分析 42 第三節 操弄性檢定 43 第四節 置入效果分析 44 第五節 研究結果總結 53 第五章 結論與建議 55 第一節 研究結論與討論 55 第二節 研究限制 59 第三節 行銷實務建議 61 第四節 後續研究建議 62 參考文獻 64 附錄 一 前測問卷 71 附錄 二 正式問卷 73 附錄 三 視覺置入實驗影片分鏡圖 77 | |
| dc.language.iso | zh-TW | |
| dc.subject | 廣告 | zh_TW |
| dc.subject | 置入 | zh_TW |
| dc.subject | 形象一致 | zh_TW |
| dc.subject | 劇情連結 | zh_TW |
| dc.subject | match-up | en |
| dc.subject | advertising | en |
| dc.subject | plot connection | en |
| dc.subject | product placement | en |
| dc.title | 不同置入方式對產品置入溝通效果之影響 | zh_TW |
| dc.title | The Study on the Communication Effects
Caused by Different Placement Factors | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 93-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 陳建維,簡怡雯 | |
| dc.subject.keyword | 置入,形象一致,劇情連結,廣告, | zh_TW |
| dc.subject.keyword | product placement,match-up,plot connection,advertising, | en |
| dc.relation.page | 78 | |
| dc.rights.note | 有償授權 | |
| dc.date.accepted | 2005-06-27 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 商學研究所 | zh_TW |
| 顯示於系所單位： | 商學研究所 | |
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