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博碩士論文 etd-0805113-154051 詳細資訊
Title page for etd-0805113-154051
論文名稱
Title
信以為真的神奇作用-以錯誤記憶為偶像劇置入手法的機制效果
The Magic of Believing: False Memory Effect of Product Placement in Idol Dramas
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
258
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
2013-08-15
繳交日期
Date of Submission
2013-09-05
關鍵字
Keywords
圖像化置入形式、錯誤記憶、置入性行銷、偶像劇、產品經驗信念
False Memory, Idol Dramas, Product Placement, Product Experience Beliefs, Imagery-Evoking Placement
統計
Statistics
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The thesis/dissertation has been browsed 5794 times, has been downloaded 224 times.
中文摘要
台灣偶像劇發展日益成熟,吸引許多企業投入偶像劇進行產品置入性行銷。2012年10月國家通訊傳播委員會(NCC),更正式開放戲劇節目的商業性置入性行銷,如今國內已有多部戲劇和企業成功合作。然過往的置入性行銷研究,只聚焦產品與訊息的辨識程度,或是引發之產品態度與購買意願,且探討之作用機制多侷限於情感移轉,鮮少探討置入性行銷與產品使用記憶之相關議題。
其實日常生活中,人們都可能出現錯誤記憶而未察覺,將未發生的事件或說過的話信以為真、認為曾發生,即為錯誤的記憶(False Memory);而引發錯誤記憶之主要成因為接收訊息的圖像化程度與當下情緒好壞,故本研究將錯誤記憶的前因延伸至偶像劇情境中,以此為置入手法,探討置入形式的圖像化程度、置入劇情的情緒價性和其互動,對觀眾的產品經驗信念、產品態度、態度強度和購買意願有何影響;並檢視偶像劇涉入程度、傳遞置入訊息的角色喜愛度,是否干擾錯誤記憶的產生;以及經長時間推移後,錯誤記憶效果又有何變化。
本研究共進行兩項實驗,皆以試吃產品的經驗有無,分為錯誤記憶和真實記憶組,以比較兩者差異,並測試錯誤記憶的產生和效果;其中實驗一為驗證時間推移效果,分為看完偶像劇後的一週與兩週時間施測。實驗結果獲得以下發現:(1) 以高圖像化為置入形式,容易引發錯誤記憶,且可產生較正面的產品態度,且錯誤記憶對產品態度有部分中介效果;(2) 經時間推移後,錯誤記憶較真實記憶,有更好的態度強度、產品態度與購買意願;(3) 偶像劇涉入程度會強化高圖像化的效果,並使高圖像化的產品態度效果優於真實記憶;(4) 正向劇情相較於負向,更易產生錯誤記憶;(5) 透過觀眾喜愛度高的角色傳遞置入訊息,可引發錯誤記憶及較佳產品態度;(6) 高圖像化置入的錯誤記憶和較佳產品態度效果,只存在於正向劇情和角色喜愛度高的情況。本研究期望提供錯誤記憶在置入性行銷中的學術與實務領域,有更深層的瞭解。
Abstract
A promotional strategy of growing interest is the placement of branded products in Taiwan idol dramas. Since National Communication Commission formally opened commercial product placement in dramas in October 2012, there has been a number of successful cases of cooperation between dramas and companies. However, most of the previous studies focus on the effects of product placement on product identification, product attitudes, and purchase intention, and the effect mechanism is limited to the affective transfer. Researchers rarely discuss the issues related to product placement and consumer memory of product use experience.
False memories refer to the mistaken belief that an event that did not occur did occur. Imagery-evoking abilities of received messages and receiver emotion affect the formation of false memories. Extending the antecedents of false memories to the contexts of idol dramas, this research examines the effects of imagery-evoking ability of placement forms and the valence of plot of the play which the product is placed in on the audience’s product experience beliefs, product attitudes, attitude strength, and purchase intention. Additionally, the moderation of involvement in idol dramas and actor likeability on the formation of false memories as well as the relationship between evaluation timing and false memory effects are also explored.
Two experiments are conducted to explore the effects of these variables under different ways of product placement. The experimental results reveal the following. (1) Product placement with high imagery-evoking aiblity is more likely to result in false memories and generate more positive product attitudes. (2) As time goes by, the false memory generates stronger attitude strength and more favorable product attitudes and purchase intention than does the real memory. (3) Idol-drama involvement can strengthen the effects of high imagery-evoking placement, makes its product attitude effects better than those of the real memory. (4) The positive-valenced plot, compared with the negative-valenced one, is more likely to lead to false memories. (5) The product message delivered by the audience’s favorite characters can induce false memories and better products attitudes. (6) The false memory and product attitude effects generated by the high imagery-evoking placement only exist under the condition of the positive-valenced plot and the audience’s favorite characters. This research contributes to the more understanding of false memories in product placement and provides related practical suggestions.
目次 Table of Contents
壹、緒論1
第一節 研究背景1
第二節 研究動機與研究問題2
第三節 研究目的5
貳、文獻探討7
第一節 置入性行銷7
第二節 錯誤記憶13
第三節 置入性行銷與記憶效果24
第四節 偶像劇涉入程度25
第五節 產品態度與態度強度28
第六節 購買意願31
参、觀念架構與假說推論33
第一節 觀念架構33
第二節 假說推論34
肆、實驗一45
第一節 研究方法45
第二節 分析方法57
第三節 分析結果57
伍、實驗二90
第一節 研究方法91
第二節 分析方法99
第三節 分析結果99
陸、結論與建議157
第一節 主要研究發現157
第二節 理論意涵161
第三節 實務意涵166
第四節 研究限制與未來研究方向170
柒、參考文獻172
捌、附錄一 前測一、二問卷186
玖、附錄二 實驗一正式問卷211
壹拾、附錄三 實驗二正式問卷219
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