厭倦了收看傳統廣告，近年來「產品置入」在全國際及台灣蔚為風潮，不管各類型的企業都希望可以將自己的產品融入在某部電影或是戲劇當中，期望能夠為品牌創造好效益，但若只是一昧使用產品置入而沒有考慮情境的搭配則未必可以對品牌帶來面效用。
本文透過雜誌來了解產品置入在雜誌中之應用與結果，透過實驗來檢視置入方式和廣告位置來了解產品置入之廣告效果的影響，而實驗的置入文章為一篇介紹canon相機的相關文章。實驗為2×4二因子設計，分別為置入方式(明顯的置入方式vs.暗隱的置入方式)和廣告位置(搭配於置入文章前、搭配於置入文章旁、搭配於置入文章後、沒有搭配廣告)，透過虛擬的產品置入廣告建立起八種不同的實驗情境，觀察消費者在不同情境下對產品置入廣告展現的購買意圖與品牌態度。
結果顯示暗隱的置入方式較明顯的置入方式來得有較佳的廣告效果，而且置入方式與廣告位置之間確實存在交互作用，在產品置入當中使用明顯置入時若將品牌廣告搭配在置入文章旁邊相較其他廣告搭配位置會獲得較負面的效果。同時依據此結果，在使用產品置入的行銷廣告方案時，可先考量要採取明顯的或暗隱的置入方式，再將其商業廣告搭配在一個最適位置。

Due to ineffectiveness of traditional advertising, the notion of "product placement" quickly reinforced to be a new forming trend in recent years. Companies incorporate their products into movie films or television media. Those placements attempt to generate positive attitudes of target audiences for the brand. Unfortunately, this strategic intent does not always work.
Using the magazine as the medium, this research investigates how to optimize the effects of placement characteristics and advertising position. Product placement is presented in a fictitious article about the introduction to new Canon digital camera. An experiment of 2 (placement characteristics: prominent placement vs. subtle placement) × 4 (advertising position：before the article vs. next to the article vs. after the article vs. no advertisement) factorial design is conducted. Eight different scenarios are established through fictitious a product placement, and eight experimental conditions are developed. The advertising effectiveness is measured by purchase intention and attitudes toward the brand.
The results suggest that a subtle placement is more effective than a prominent placement. More importantly, an interaction of placement characteristics and advertising position is observed. The results indicate that product placement is most likely to backfire when a brand advertisement is shown next to the placement article. According to these findings, marketers should consider the “placement characteristics” of their brands before choosing an appropriate advertisement position appearing in the product placement.

中文摘要 ------------------------------------------------------- 1
英文摘要 ------------------------------------------------------- 2

第一章 緒論 ---------------------------------------------------- 8
第一節 前言 -------------------------------------------------- 8
第二節 研究背景與動機 ---------------------------------------- 8
第三節 研究目的與問題 ---------------------------------------- 10
第四節 論文架構與研究流程 ------------------------------------ 11

第二章 文獻回顧 ------------------------------------------------ 12
第一節 前言 -------------------------------------------------- 12
第二節 產品置入之概述 ---------------------------------------- 12
一、 產品置入之介紹----------------------------------------- 12
二、 產品置入之相關理論------------------------------------- 14
三、 產品置入之廣告效果------------------------------------- 15
四、 產品置入之呈現方式------------------------------------- 16
第三節 廣告位置之概述----------------------------------------- 19
第五節 小結 -------------------------------------------------- 21

第三章 研究設計與方法 ----------------------------------------- 22
第一節 前言 ------------------------------------------------- 22
第二節 研究架構與假設 --------------------------------------- 22
一、 置入方式類型對產品置入之廣告效果的影響--------------- 22
二、 不同廣告位置對產品置入之廣告效果的影響--------------- 24
三、 置入方式類型與不同廣告位置的交互作用對產品置入
之廣告效果的影響-------------------------------------- 25
第三節 研究設計---------------------------------------------- 26
一、 實驗設計概要 ----------------------------------------- 26
二、 受訪者與選擇產品和主題-------------------------------- 27
三、 研究變數 --------------------------------------------- 27
四、 研究操弄情境------------------------------------------ 30
五、 問卷題項設計------------------------------------------ 33
六、 實驗執行過程------------------------------------------ 34
第四節 小結 ------------------------------------------------- 34

第四章 研究結果分析 ------------------------------------------- 36
第一節 前言 ------------------------------------------------- 36
第二節 樣本背景資料 ----------------------------------------- 36
第三節 信度分析 --------------------------------------------- 37
第四節 研究設計之檢驗 --------------------------------------- 38
一、操弄確認 ---------------------------------------------- 38
二、 潛在共變數檢定---------------------------------------- 39
第五節 研究假設之檢驗 --------------------------------------- 40
一、 以購買意圖為依變數進行研究假設驗證 ----------------- 42
二、 以對品牌的態度為依變數進行研究假設驗證 ----------- 45
第六節 小結 ------------------------------------------------- 47

第五章 結論與建議 --------------------------------------------- 48
第一節 前言 ------------------------------------------------- 48
第二節 研究結果討論 ----------------------------------------- 48
第三節 研究貢獻 --------------------------------------------- 51
一、 理論貢獻 --------------------------------------------- 51
二、 實務貢獻 --------------------------------------------- 52
第四節 研究限制 --------------------------------------------- 52
一、 以大學生為樣本的便利抽樣 ----------------------------- 52
二、 實驗設計法 ------------------------------------------- 53
三、 單一產品類別 ----------------------------------------- 53
第五節 未來研究建議 ----------------------------------------- 53
一、以不同的產品類別加以探討對品牌的影響-----------------53
二、以不同的產品置入方式加以探討對品牌的影響---------- 54
三、置入「虛擬品牌」或「新品牌」的產品，來進行實驗--------- 54
第六節 小結 ------------------------------------------------- 54

參考文獻 ------------------------------------------------------ 56

附錄一：明顯置入方式與廣告搭配於前--------------------------- 65
附錄二：暗隱置入方式與廣告搭配於前--------------------------- 71
附錄三：明顯置入方式與廣告搭配於旁----------------------------77
附錄四：暗隱置入方式與廣告搭配於旁--------------------------- 83
附錄五：明顯置入方式與廣告搭配於後----------------------------89
附錄六：暗隱置入方式與廣告搭配於後----------------------------95
附錄七：明顯置入方式沒有搭配廣告-----------------------------101
附錄八：暗隱置入方式沒有搭配廣告------------------------------107
附錄九 正式問卷(明顯的置入方式)--------------------------------113

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