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博碩士論文 etd-0514113-165636 詳細資訊
Title page for etd-0514113-165636
論文名稱
Title
產品置入態度對品牌態度與購買意願之影響 ─以產品涉入度與產品類別為干擾變數
The effect of product placement attitude on brand attitude and purchase intention─using product involvement and product category as moderators.
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
82
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2013-06-03
繳交日期
Date of Submission
2013-06-14
關鍵字
Keywords
產品涉入、購買意願、產品類別、產品置入態度、產品置入、品牌態度
Product Placement, Placement Attitude, Purchase Intention, Product Involvement, Product Category, Brand Attitude
統計
Statistics
本論文已被瀏覽 5668 次,被下載 6081
The thesis/dissertation has been browsed 5668 times, has been downloaded 6081 times.
中文摘要
置入性行銷的廣告手法,充斥在各項媒體形式當中,節目當中常常會出現有品牌的商品、商標或是招牌等。近年來爭議頻傳,但在業者強烈要求下,國家通訊傳播委員會(NCC)在2012 年10 月5 日有條件鬆綁電視節目的置入性行銷,期望促進媒體環境發展。針對這樣的開放政策,廠商雖有機會將商品置入在節目當中,卻也更需要注意,如何讓商品達到最佳廣告效果,太過突兀的置入手法,反而會讓觀看民眾產生反感,進而對置入商品產生影響。而相關研究鮮少討論產品置入態度對購買決策流程的影響。
本研究首先探索產品置入相關議題,並選取品牌態度、購買意願、產品涉入度、產品類別等變數建立研究模型,探討民眾在節目當中接受產品相關訊息之後,產生的決策流程。研究母體為曾觀賞過偶像劇的觀眾,使用週五晚間撥出的偶像劇<花是愛>中所置入的產品,擷取畫面來讓觀眾得知產品訊息。透過問卷調查來驗證本研究模型。
研究結果發現民眾對產品置入的態度須經過品牌態度才會導致購買意願的改變,顯示三變數間具有完全中介效果,而產品涉入度對於置入態度與品牌態度之間關係,沒有明顯的干擾效果;產品類別對品牌態度與購買意願之間關係,也沒有明顯干擾效果。依照前述研究結果,讓觀眾產生正面置入態度,對於品牌態度及購買意願有正向影響,且不同商品置入對於觀眾影響並不大。建議相關單位,無須訂定太多規範,可讓消費者自己判斷由節目當中透露的訊息,並做出抉擇。
建議廠商應以提高消費者品牌態度為目標,提升自我品牌形象,管理產品品質,
有助於提升消費者購買意願。
Abstract
The application of placement marketing in advertisement is in various forms of media such as products, logos or signs which always appear in programs. Although there occurred controversies in recent years, the National Communications Commission
(NCC) has loosened placement marketing in TV programs conditionally on 5th October
2012, under the strong request of industry, hoping to promote the development of media
environment. According to this open policy, manufacturers have the chance to place
products in programs, but they should also pay more attention to the way of placement
in order to achieve the best effect of advertising, as well as to avoid negative feelings of
audiences and following bad impression on the product if the way of placement is too
abrupt. However few study has discussed the effect of placement attitude on the process
of purchase decision.
The study first explores related issues of product placement, selects brand attitude,
purchase intention, product involvement and product category as variables to establish
research model, and discusses the decision process made by audiences after receiving
related product information. The study takes audiences who have watched dramas as
sample, using products appeared in “What’s love”, a Friday night drama as product
placement, and captures screen in order to convey product information. Research model
is tested by questionnaires.
The result of study shows that placement attitude of audience should be affected by
brand attitude so that it can influence purchase intention. The three variables all have
full mediation effect. Moreover product involvement has no significant interference
effect on purchase intention, neither product category does on purchase intention.
According to the results, making positive product placement to audience has the
positive effect on brand attitude and purchase intention, and different products have few
influence on audience. Thus relevant departments have no need to set too many
regulations and should give audience freedom to decide by themselves through
programs. Moreover, manufacturers should aim to improve customers’ brand attitude,
promote brand image and manage product quality so that to enhance consumers’
purchase intention.
目次 Table of Contents
論文審定書 ............................................................ i
誌謝 ...................................................................... ii
摘要 ...................................................................... iii
Abstract ................................................................ iv
目錄 ...................................................................... v
圖次 ...................................................................... vii
表次 ...................................................................... viii
第一章 緒論 ........................................................... 1
第一節 研究背景與動機 ......................................... 1
第二節 研究目的 ................................................... 3
第二章 文獻探討 ..................................................... 5
第一節 產品置入 ................................................... 5
第二節 態度 ......................................................... 11
第三節 產品置入與品牌態度之間關係 ..................... 13
第四節 購買意願 .................................................. 16
第五節 產品置入、品牌態度與購買意願之間的關係...17
第六節 產品涉入 .................................................. 18
第七節 產品類別 ................................................... 22
第三章 研究方法 .................................................... 24
第一節 研究模型 .................................................. 24
第二節 研究假設 .................................................. 25
第三節 變數操作型定義 ........................................ 26
第四節 研究設計 .................................................. 27
第五節 資料分析方法 ........................................... 30
第四章 資料分析 .................................................... 32
第一節 有效樣本結構敘述與變數基本分析 .............. 32
第二節 「產品置入態度」對於「品牌態度」之影響 . 40
第三節 「品牌態度」對於「購買意願」之影響 ........ 40
第四節 「品牌態度」之中介效果 ........................... 40
第五節 「產品涉入度」之干擾效果 ........................ 42
第六節 「產品類別」之干擾效果 ........................... 44
第七節 小結 ........................................................ 45
第五章 結論與建議 ................................................ 47
第一節 結論 ........................................................ 47
第二節 建議 ........................................................ 50
第三節 未來研究方向 ........................................... 51
第四節 管理意涵 .................................................. 51
第五節 研究限制 .................................................. 52
參考文獻 ............................................................... 54
附錄一、正式問卷(來一客泡麵) ................................ 62
附錄二、正式問卷(Borsalini 包包) ............................ 66
附錄三、正式問卷(華碩筆記型電腦) ......................... 70
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