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題名：產品置入策略與置入溝通效果間關係之研究
書刊名：中華傳播學刊
作者：巫喜瑞 引用關係／梁榮達 引用關係
作者(外文)：Wu, Cedric Hsi-jui／Liang, Rong-da
出版日期：2007
卷期：12
頁次：頁131-164
主題關鍵詞：產品置入策略；產品態度；對一般產品置入的態度；購買意願；Product placement strategy；Attitude toward product；Attitude toward product placement in general；Purchase intention
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  • 被引用次數被引用次數:期刊(7) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:7
  • 共同引用共同引用:52
  • 點閱點閱:102
「產品置入」即所謂的置入性行銷。本文欲探討產品置入策略與置入溝通效果間關係，以及上述關係是否受到消費者對一般產品置入態度的調節。本文建構一概念性架構，並以問卷調查全國12所大學日間部學生意見，總計蒐集600份問卷，有效問卷為308份。假設檢定後發現：（1）置入產品與劇情相關性對產品態度具顯著正向影響；（2）劇情內容喜好對產品態度具顯著正向影響；（3）劇中偶像喜好對購買意圖具顯著正向影響；（4）產品態度對購買意圖具顯著正向影響；（5）對一般產品置入的態度在置入產品策略與購買意圖關係間具部分調節效果。
The purpose of this study is to examine the impact of product placement strategy on placement communication effect and the moderating effects of consumer's attitude toward product placement in general. This study develops a conceptual framework for the analysis of product placement. Our respondents are 600 college students. The findings suggest that: (1) the association between the product and serials has positive effect on attitude toward product, (2) positive attitude towards plot has positive effect on attitude toward product, (3) positive attitude toward characters has positive effect on purchase intention, (4) attitude toward product has positive effect on purchase intention, (5) attitudes toward product placement in general has a moderating effect on the relationship between product placement strategy and purchase intention.
期刊論文
1.Nelson, Michelle R.、Keum, Heejo、Yaros, Ronald A.(2004)。Advertainment or Adcreep? Game Players' Attitudes toward Advertising and Product Placements in Computer Games。Journal of Interactive Advertising，5(1)，3-30。  new window
2.Nelson, Michelle R.(2002)。Recall of Brand Placements in Computer/Video Games。Journal of Advertising Research，42(2)，80-92。  new window
3.Barry, T. E.、Howard, D. J.(1990)。A review and critique of the hierarchy of effects in advertising。International Journal of Advertising，9(2)，121-135。  new window
4.Andrews, J. Craig(1989)。The Dimensionality of Beliefs toward Advertising in General。Journal of Advertising，18(1)，26-35。  new window
5.Dahlén, M.(2005)。The Medium as a Contextual Cue: Effects of Creative Media Choice。Journal of Advertising，34(3)，89-98。  new window
6.Gould, Stephen J.、Gupta, Pola B.、Grabner-Kräuter, Sonja(2000)。Product Placements in Movies: A Cross-cultural Analysis of Austrian, French and American Consumers' Attitudes Toward this Emerging, International Promotional Medium。Journal of Advertising，29(4)，41-58。  new window
7.Parker, B. J.(1998)。Exploring Life Themes and Myths in Alcohol Advertisements through a Meaning-Based Model of Advertising Experiences。Journal of Advertising，27(1)，97-112。  new window
8.Russell, Cristel Antonia(2002)。Investigating the Effectiveness of Product Placements in Television Shows: The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude。Journal of Consumer Research，29(3)，306-318。  new window
9.d'Astous, Alain、Chartier, Francis(2000)。A Study of Factors Affecting Consumer Evaluations and Memory of Product Placements in Movies。Journal of Current Issues and Research in Advertising，22(2)，31-40。  new window
10.Russell, C. A.、Belch, M.(2005)。A Managerial Investigation into the Product Placement Industry。Journal of Advertising Research，45(1)，73-92。  new window
11.Kamins, Michael A.、Brand, Meribeth J.、Hoeke, Stuart A.、Moe, John C.(1989)。Two-sided versus one-sided celebrity endorsements: the impact on advertising effectiveness and credibility。Journal of Advertising，18(2)，4-10。  new window
12.Friedman, Hershey H.、Friedman, Linda(1979)。Endorser Effectiveness by Product Type。Journal of Advertising Research，19(5)，63-71。  new window
13.Armstrong, J. S.、Overton, T. S.(1997)。Estimating non-response bias in mail surveys。Journal of Marketing Research，14(3)，396-402。  new window
14.Miciak, Alan R.、Shanklin, William L.(1994)。Choosing Celebrity Endorsers。Marketing Management，3(3)，50-59。  new window
15.Russell, Cristel Antonia(1998)。Toward a Framework of Product Placement: Theoretical Propositions。Advances in Consumer Research，25(1)，357-362。  new window
16.Balasubramanian, Siva K.、Karrh, James A.、Patwardhan, Hemant(2006)。Audience Response to Product Placements: An Integrative Framework and Future Research Agenda。Journal of Advertising，35(3)，115-141。  new window
17.Balasubramanian, S. K.(1994)。Beyond Advertising and Publicity : Hybrid Messages and Public Policy Issues。Journal of Advertising，23(4)，29-46。  new window
18.DeLorme, Denise E.、Reid, Leonard N.(1999)。Moviegoers' Experiences and Interpretations of Brands in Films Revisited。Journal of Advertising，28(2)，71-95。  new window
19.Karrh, James A.、McKee, Kathy Brittain、Pardun, Carol J.(2003)。Practitioners' evolving views on product placement effectiveness。Journal of Advertising Research，43(2)，138-149。  new window
20.Russell, Cristel Antonia、Stern, Barbara B.(2006)。Consumers, Characters, and Products: A Balance Model of Sitcom Product Placement Effects。Journal of Advertising，35(1)，7-21。  new window
21.Ajzen, Icek(1991)。The Theory of Planned Behavior。Organizational Behavior and Human Decision Processes，50(2)，179-211。  new window
22.王毓莉(20051200)。政府運用「置入性行銷」從事菸害防制工作之初探性研究。中華傳播學刊，8，115-159。new window  延伸查詢new window
23.MacKenzie, Scott B.、Lutz, Richard J.(1989)。An Empirical Examination of the Structural Antecedents of Attitude Toward the Ad in an Advertising Pretesting Context。Journal of Marketing，53(2)，48-65。  new window
24.D'Astous, A.、Séguin, N.(1999)。Consumer Reactions to Product Placement Strategies in Television Sponsorship。European Journal of Marketing，33(9/10)，896-910。  new window
25.Gupta, Pola B.、Gould, Stephen J.(1997)。Consumers' perceptions of the ethics and acceptability of product placements in movies: Product category and individual differences。Journal of Current Issues & Research in Advertisings，19(1)，37-50。  new window
26.Gupta, Pola B.、Lord, Kenneth R.(1998)。Product Placement in movies: The Effect of Prominence and Mode on Audience Recall。Journal of Current Issues and Research in Advertising，20(1)，47-59。  new window
27.黃國師(20051200)。「置入性行銷」是電視媒體的甜點還是雞肋？。中華傳播學刊，8，17-25。new window  延伸查詢new window
28.Sharma, S.、Durand, R. M.、Gur-Arie, O.(1981)。Identification and analysis of moderator variables。Journal of Marketing Research，18，291-299。  new window
29.徐振興、黃甄玉(20051200)。產品訊息疑似置入電視偶像劇之研究。中華傳播學刊，8，65-114。new window  延伸查詢new window
30.劉蕙苓(20051200)。新聞「置入性行銷」的危機：一個探索媒體「公共利益」的觀點。中華傳播學刊，8，179-207。new window  延伸查詢new window
31.陳炳宏(20051200)。探討廣告商介入電視新聞產製之新聞廣告化現象：兼論置入性行銷與新聞專業自主。中華傳播學刊，8，209-246。new window  延伸查詢new window
32.Petty, Richard E.、Cacioppo, John T.、Schumann, David(1983)。Central and peripheral routes to advertising effectiveness: The moderating role of involvement。Journal of Consumer Research，10(2)，135-146。  new window
33.蔣安國、包威棣(20060300)。臺灣廣告主選擇電視媒體置入行銷影響因素之研究。傳播管理學刊，7(1)，43-57。new window  延伸查詢new window
34.蔣安國、蘇文彬(20061100)。臺灣電視節目置入性行銷廣告效果之研究。傳播管理學刊，7(3)，1-21。new window  延伸查詢new window
35.Ong, Beng Soo、Meri, David(1994)。Should Product Placement in Movies Be Banned?。Journal of Promotion Management，2(3/ 4)，159-176。  new window
36.Morton, Cynthia R.、Friedman, Meredith(2002)。"I Saw It in the Movies": Exploring the Link between Product Placement Beliefs and Reported Usage Behavior。Journal of Current Issues and Research in Advertising，24(2)，33-40。  new window
37.Greene, A. L.、Adams-Price, Carolyn(1990)。Adolescents' Secondary Attachments to Celebrity Figures。Sex Roles，23(7/8)，335-347。  new window
38.Chiou, J. S.、Huang, C. Y.、Chuang, M. C.(2005)。Antecedents of Taiwanese Adolescents' Purchase Intention toward the Merchandise of a Celebrity: The Moderating Effect of Celebrity Adoration。The Journal of Social Psychology，145(3)，317-332。  new window
39.Choo, H. J.、Chung, J. E.、Pysarchik, D. T.(2004)。Antecedents to New Food Product Purchasing Behavior among Innovator Groups in India。European Journal of Marketing，38(5/6)，608-625。  new window
40.Percy, L.(2006)。Are Product Placements Effective?。International Journal of Advertising，25(1)，112-114。  new window
41.Schneider, L. P.、Cornwell, T. B.(2005)。Cashing in on Crashes via Brand Placement in Computer Games: The Effects of Experience and Flow on Memory。International Journal of Advertising，24(3)，321-343。  new window
42.Tiwsakul, R.、Hackley, C.、Szmigin, I.(2005)。Explicit, Non-integrated Product Placement in British Television Programmes。International Journal of Advertising，24(1)，95-111。  new window
43.Pervan, Simon J.、Martin, Brett A. S.(2002)。Product Placement in US and New Zealand Television Soap Operas: An Exploratory Study。Journal of Marketing Communications，8(2)，101-113。  new window
44.Barry, T. F.(1987)。The Development of the Hierarchy of Effects: A Historical Perspective。Current Issues and Research in Advertising，10(2)，251-294。  new window
45.Avery, Rosemary J.、Ferraro, Rosellina(2000)。Verisimilitude or Advertising? Brand Appearances on Prime-time Television。The Journal of Consumer Affairs，34(2)，217-244。  new window
46.Gupta, P. B.、Balasubramanian, S. K.、Klassen, M. L.(2000)。Viewers' Evaluations of Product Placements in Movies: Public Policy Issues and Managerial Implications。Journal of Current Issues and Research in Advertising，22(2)，41-52。  new window
會議論文
1.陳姿伶、周燕麗(2005)。韓劇愛情態度、愛情價值觀與符號消費之關聯性研究--以臺北、新竹觀眾為例。中華傳播學會2005年年會。  延伸查詢new window
研究報告
1.Baker, M. J.、Crawford, H. A.(1995)。Product Placement。0。  new window
學位論文
1.秦嘉菁(1999)。電視劇中家庭概念之呈現方式及閱聽人解讀型態之研究--以《中視劇場-花系列》節目為例(碩士論文)。國立政治大學。  延伸查詢new window
2.許美惠(2000)。電影中產品置入之廣告效果(碩士論文)。中國文化大學。  延伸查詢new window
3.吳家州(2001)。產品置入之行銷溝通效果研究，0。  延伸查詢new window
4.Russell, A. C.(1999)。Popular Culture and Persuasion: An Investigation of Product Placements' Effectiveness，Tucson, AZ。  new window
圖書
1.Kaplan, David(2000)。Structural Equation Modeling: Foundations and Extensions。Sage Publications。  new window
2.Fishbein, M.、Ajzen, I.(1980)。Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research。Addison-Wesley。  new window
3.Jöreskog, K. G.、Sörbom, D.(1989)。LISREL 7: A Guide to the Program and Application。Chicago, IL：Scientific Software International, Inc.：SPSS Inc。  new window
4.Nunnally, Jum C.、Bernstein, Ira H.(1978)。Psychometric Theory。McGraw-Hill。  new window
 
 
 
 
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