產品置入對品牌回憶度、品牌辨識度、品牌態度及購買意願之影響─以台灣電視台偶像劇為例
Date Issued
2005
Date
2005
Author(s)
林 琣p
DOI
zh-TW
Abstract
In recent years, product placement is a growing practice in various media vehicles, such as motion pictures, television shows, music videos, novels, and video games. Even though several studies have focused on the effects of product placement within motion pictures and television shows, there is little research related to Taiwanese television series. Therefore, this article takes Taiwanese television series as an example to research into the effects of product placement on brand recall, brand recognition, brand attitude and purchase intent.
This research first examines how story content, broadcasting placed products'ads and end sponsor credits influence brand recall, brand recognition and brand attitude. A 2*(story content: comedy/tragedy)*2 (broadcasting placed products'ads: yes/no)*2 (end sponsor credits: yes/no) factorial design was used to test the hypotheses. By editing the original Taiwanese television series, we produced eight editions of experimental films. In addition, this research tests the extent consumers’ perception of product placement is positively correlated with brand recall, brand recognition and brand attitude. Finally, it examines how brand recall, brand recognition and brand attitude will impact purchase intent during product placement within Taiwanese television series.
Results of this study show that consumers who watch comedy have more positive attitude towards placed products than those who watch tragedy. Broadcasting placed products' ads partly increases brand recall and indeed increases brand recognition. Furthermore, consumers' perception of product placement has a positive influence on brand recall, brand recognition and brand attitude. Purchase intent is slightly influenced by brand recognition but mostly decided by brand attitude.
Subjects
產品置入
品牌回憶度
品牌辨識度
品牌態度
購買意願
Product Placement
Brand Recall
Brand Recognition
Brand Attitude
Purchase Intent
Type
thesis
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