置入性行銷在各式媒體上大行其道，藉由將產品與品牌符號置入於媒體內容中，業者能在潛移默化下讓消費者記住品牌特徵，但明顯的置入品牌於媒體中，雖會讓看到的消費者更有印象，卻也容易讓他們產生反感。本研究的目的為探討在新興社群媒體─Instagram中進行產品置入時，產品置入顯著度對置入效果的影響，以及失諧─解困型幽默的運用與否和明顯、隱約產品置入搭配下的效果，最後則是失諧─解困型幽默情境下，消費者的刺激尋求度、自我建構類型，以及產品在圖片中面對的方向，如何改變置入顯著度對置入效果的作用。
本研究共進行三次實驗，以受測者間實驗設計操弄變數，實驗一測試不同產品置入顯著度(明顯 vs. 隱約)的效果；實驗二則檢驗2(產品置入顯著度：明顯 vs. 隱約) x2(認知型幽默情境：有 vs. 無)操弄組別下受測者對置入品牌的記憶度與態度、並檢測在幽默情境下，受測者刺激尋求(高 vs. 低)對於產品置入顯著度效果的干擾；實驗三則設定為認知型幽默情境，分析自我建構類型(相依我 vs. 獨立我) 以及產品面對方向(向內 vs. 向外)，對於產品置入顯著度效果的干擾。
本研究從實驗結果中獲得以下發現：(1)在Instagram貼文中明顯置入產品，能夠提升觀看者的品牌記憶度，尤其是當置入貼文中不含認知型幽默元素時更是如此；(2)認知型幽默情境會弱化明顯產品置入對觀眾品牌記憶的提升效果，但當消費者為相依我自我建構的個體，或是產品在畫面中面向外側時，明顯幽默置入的記憶效果會受到強化；(3)明顯的在Instagram貼文中置入產品，不會影響觀看者對品牌的態度；但當置入貼文中含有認知型幽默情節，且消費者特性為高刺激尋求或獨立我自我建構時，明顯的幽默產品置入能夠提升他們的品牌態度。

Past studies have indicated that prominently placing brands into media content may elicit consumers’ negative attitude toward brands while enhancing their brand memory. The purpose of this study is to examine the effect of product placement prominence on Instagram, the interaction between placement prominence and incongruity- resolution humor, and the moderation of consumers’ sensation seeking, self-construal and products’ facing direction on the effect of placement prominence under incongruity- resolution humor context.
We’ve conducted three experiments to investigate placement effects of different placement prominence levels (prominent vs. subtle), the interaction effect between placement prominence and incongruity-resolution humor scenes (humorous vs. non-humorous), and the effect of placement prominence in humorous context subjected to consumers’ sensation seeking (high vs. low), self-consrual (inter- dependent vs. independent) and facing-direction of product (inward vs. outward).
The results, based on self reports, indicated that prominent placement in Instagram posts enhance consumers’ brand memories. Incongruity-resolution humor scenes weaken the positive memory effect above, but its strength can be regenerated when facing an interdependent-self consumer, or when the products are outward-facing. Last but not least, we found the absence of negative attitudinal effect of placement prominence in Instagram posts. Moreover, when the products are placed in incongruity-resolution humor scenes and the consumers are of independent-self or high sensation seeking, prominent placement can improve their brand attitude.

論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
目錄 v
圖次 x
表次 xi
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 4
第三節 研究目的 8
第二章 文獻回顧 10
第一節 產品置入 10
一、 產品置入之定義與發展 10
二、 產品置入的種類與型態 12
第二節 幽默效果 16
一、 幽默的定義 16
二、 幽默的種類與理論 18
三、 廣告中的幽默效果 27
第三節 產品置入顯著度的置入效果 33
一、 置入顯著度的態度效果 33
二、 置入顯著度的記憶效果 36
第四節 幽默場景的置入效果 38
一、 幽默場景的態度效果 38
二、 幽默場景的記憶效果 39
第五節 產品置入顯著度與幽默場景的交互作用 40
第六節 刺激尋求 43
第七節 自我建構 46
第八節 產品面對方向 49
第九節 小結 52
第三章 研究架構與假說推論 53
第一節 研究架構 53
第二節 研究假說 54
一、 產品置入顯著度與置入效果 54
二、 認知型幽默情境與產品置入顯著度的置入效果 55
三、 在幽默情境下，刺激尋求對置入顯著度效果的干擾 58
四、 在幽默情境下，自我建構類型對置入顯著度效果的干擾 60
五、 在幽默情境下，產品面對方向對置入顯著度效果的干擾 62
第四章 實驗規劃與前測 65
第一節 實驗規劃 65
第二節 前測一 66
一、 前測目的 66
二、 前測問卷設計與實驗流程 68
三、 前測分析結果 68
第三節 前測二 71
一、 前測目的 71
二、 前測問卷設計與實驗流程 71
三、 前測分析結果 75
第四節 前測三 76
一、 前測目的 76
二、 前測問卷設計與實驗流程 76
三、 前測分析結果 79
第五節 前測四 80
一、 前測目的 80
二、 前測問卷設計與實驗流程 81
三、 前測分析結果 83
第六節 小結 84
第五章 實驗一 85
第一節 研究方法 85
一、 樣本與實驗設計 85
二、 實驗刺激 85
三、 實驗程序 87
四、 變數定義與衡量 88
第二節 分析結果 91
一、 研究樣本 91
二、 變數的平均值、標準差及量表信度分析 92
三、 研究變數之操弄性檢定 93
四、 假說驗證 94
五、 討論 98
第六章 實驗二 102
第一節 研究方法 102
一、 樣本與實驗設計 102
二、 實驗刺激 102
三、 實驗程序 104
四、 變數定義與衡量 105
第二節 分析結果 110
一、 研究樣本 110
二、 變數的平均值、標準差及量表信度分析 112
三、 研究變數之操弄性檢定 113
四、 假說驗證 115
五、 討論 124
第七章 實驗三 129
第一節 研究方法 129
一、 樣本與實驗設計 129
二、 實驗刺激 130
三、 實驗程序 132
四、 變數定義與衡量 132
第二節 分析結果 138
一、 研究樣本 138
二、 變數的平均值、標準差及量表信度分析 139
三、 研究變數之操弄性檢定 140
四、 假說驗證 142
五、 討論 156
第八章 結論與建議 161
第一節 研究發現 161
第二節 理論貢獻與實務意涵 166
一、 理論貢獻 166
二、 實務意涵 170
第三節 研究限制 172
第四節 未來研究方向 175
參考文獻 177
附錄 193

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