本研究旨在探討置入性新聞的第三人效果，試圖釐清置入性新聞的說服效果，對閱聽眾本身及其週遭其他人的影響力，並檢視閱聽眾的媒體識讀能力是否如同過去學者所言，足以協助閱聽眾辨識出媒體內容的勸服意圖，進而傾向評估置入性新聞對自己的說服效果較低，對其他人的影響較大，及閱\聽眾是否會出於保護其他人的心態進而傾向支持政府應限制置入性新聞。
　　本研究主要以問卷調查為研究方法，研究對象乃針對高雄市三所國中的學生施測，共回收476份有效問卷。問卷資料經獨立t檢定、成對t檢定、相關分析以及階層迴歸分析後發現，置入性新聞會引起第三人效果：第三人效果認知強度隨著新聞中不同置入程度的訊息而增減，相較於隱含式的置入性新聞，明顯的置入性新聞所引發的第三人效果認知較強，但置入程度的差異對第三人效果認知差距並無顯著的影響，也就是人們在評估置入性新聞對他人具有影響的同時，亦認為訊息對自身具有相近的影響力。
　　媒體識讀能力變項的分析結果發現個人對電視新聞的媒體識讀能力可以有效預測第三人效果認知程度，此研究結果如同過去相關研究所論，唯有仰賴個人對媒體的專業素養，才得以辨識廣告的目的，且傾向評估自己不易受到訊息的影響。
　　另外，本研究針對第三人效果的行為層面之探討，結果顯示第三人效果認知是支持限制置入性新聞的顯著預測變項，但因第三人效果認知差距無法區分訊息同時對自己與他人影響皆大或小的兩種情況（羅文輝，2000b），故本研究結果在第三人效果認知差距上是無法預測規範行為，而此一研究結果，再次驗證Xu和Gonzenbach（2008）彙整第三人效果行為層面的研究發現所得，第三人效果認知為最顯著的預測變項，因此，建議未來研究可以針對置入性新聞的第三人效果認知的成因作延伸性的探討。

　　　This study aimed to examine the third-person effect of product placement in the television news, for clarifying the effect of persuasiveness of news with product placement and comparing the assessment of the impact on others and themselves. The study also concerned about the media literacy if it can help the audience to identify the messages of persuasive intention, to evaluate the impact of product placement in the television news is greater on others than on themselves, and to support the government to prohibit product placement in the television news.
　　　In this study, the main research method was questionnaire survey, and the research participants were junior high school students from three sections in Kaohsiung. There were 476 valid questionnaires totally. Data were analyzed by methods of independent t-test, paired t-test, correlation and hierarchical regression analysis. The results found that product placement of television news would cause the third-person effect: messages of product placement of different levels would result in different intensities of third-person perception. Compared to implicit-style placements in the television news, obvious ones triggered strong media impact on others, but did not trigger third-person perception differential. It meant people tend to view product placement in the television news had impact on others as well as on themselves.
　　　Another focus of this study was personal media literacy ability. Analytic results showed that literacy ability was a better predictor of the third-person effect perception. The result of the study was similar to the findings of the past research: media literacy could assist in identifying the purpose of product placement in the television news, and could avoid the perceived effect of media messages on themselves (Cohen, 1982; Rucinski & Salmon, 1990; Wei, Lo & Lu, 2008).
　　　Most importantly, this study contributed to the growing literature on behavioral component of the third-person effect by demonstrating that the third-person effect perception was a great predictor of support for restriction of product placement in the televiton news than the third-person perception differential. The reason was that the third-person perception differential could not distinguish perceived effects of product placement in the television news on others as well as themselves (Wen-Hui Luo, 2000b). As research result of Xu and Gonzenbach on the behavioral component of the third-person effect, third-person perception differential was the most significant predictor of support for media censorship. Therefore, this study suggests that future research could probe into the mechanisms through which the third-person effect of product placement in the television news occurs.

目錄
論文審定書………………………………………………………………i
誌謝……………………………………………………………………ii
中文摘要…………………………………………………………………iii
英文摘要…………………………………………………………………v
第一章　緒論…………………………………………………………1
壹、研究動機與目的……………………………………………1
第二章　文獻探討………………………………………………………7
壹、置入性行銷的演進…………………………………………7
一、置入性行銷策略………………………………………7
二、置入性新聞…………………………………………10
貳、媒體識讀………………………………………………15
参、媒體內容與第三人效果…………………………………20
一、置入性新聞的第三人效果及其干擾變項………… 20
二、置入程度對第三人效果的影響…………………… 32
三、媒體識讀、置入性新聞與第三人效果………………37
四、第三人效果與規範行為…………………………… 38
第三章　研究方法………………………………………………………42
壹、樣本選取之前測……………………………………… 42
貳、正式問卷之研究對象…………………………………… 43
参、研究架構、研究假設與實驗設計 ………………………44
肆、實驗流程 ………………………………………………45
伍、變項 ………………………………………………………47
陸、問卷內容修訂…………………………………………… 57
柒、統計分析…………………………………………………66
第四章　資料分析與討論………………………………………………67
壹、描述性統計分析………………………………………… 67
貳、研究假設結果分析………………………………………69
第五章　結論與建議……………………………………………………80
壹、研究發現…………………………………………………80
貳、研究貢獻…………………………………………………89
参、研究限制與建議………………………………………….92
參考資料………………………………………………………………97
附錄一：媒體識讀之前測問卷………………………………………108
附錄二：媒體識讀之前測結果………………………………………111
附錄三：前測問卷……………………………………………………112
問卷3-1：第一則「明顯置入性新聞」之檢測問卷………… 112
問卷3-2：第一則「無置入性新聞」之檢測問卷…………… 114
問卷3-3：第一則「隱含式置入性新聞」之檢測問卷………116
問卷3-4：第二則「隱含式置入性新聞」之檢測問卷 ………118
問卷3-5：第二則「明顯置入性新聞」之檢測問卷………….120
問卷3-6：第二則「無置入性新聞」之檢測問卷 ……………122
問卷3-7：「媒體認知」之檢測問卷 …………………………124
附錄四：正式問卷………………………………………………………127
問卷4-1：「明顯置入性新聞」之檢測問卷……………………127
問卷4-2：「隱含式置入性新聞」之檢測問卷………………129
問卷4-3：「無置入性新聞」之檢測問卷………………………130
問卷4-4：「媒體認知」之檢測問卷………………………131
附錄五：實驗設計之新聞影片說明…………………………………133
一、前測實驗設計之新聞影片………………………………133
二、正式問卷實驗設計之新聞影片…………………………137

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