置入性行銷、休閒涉入與依附影響關係之研究-以韓劇為例

The Reaserch of the Relationship among Placement Marketing, Leisure Involvement and Attachment - A case study of Korean Drama

黃怡潔(I-Chieh Huang)

指導教授 ： 沈進成

國立高雄餐旅大學/觀光學院/旅遊管理研究所在職專班/碩士(2011年)

https://doi.org/10.6825/NKUHT.2011.00002

摘要

韓劇於台灣播出後，造成一股「韓流」，舉凡劇中商品及男女主角皆廣受歡迎，並帶動台灣遊客至韓國旅遊之風潮。本文旨為研究韓劇中之置入性行銷要素與休閒涉入及依附之關係，以曾收看韓劇並曾至韓國旅遊者為研究對象。採用網路問卷，共回收457份問卷，有效問卷為435份。運用描述性統計法、信度分析法、單因子變異數分析及線性方程式結構分析法來進行資料分析。研究結果發現：1.置入性行銷以情節置入為最高，遊客之休閒涉入以愉悅價值意義最高，遊客依附以意象依附為最高。2.置入性行銷對涉入有直接影響效果，置入性行銷亦會透過休閒涉入影響依附。3.影響置入性行銷的重要因素依序為產品置入、場景置入、角色置入、文化置入、情節置入。4.影響休閒涉入的重要因素依序為中心性、重要性、愉悅價值、自我表現。5.影響依附的重要因素依序為地方認同、地方依賴、產品依附、意象依附及活動依附。

關鍵字

置入性行銷 ； 休閒涉入 ； 依附 ； 韓國旅遊 ； 韓劇

並列摘要

Korean dramas aired in Taiwan in recent years, there is a phenomenon of “Korean-craze”. It is not only making every drama production and the actor and actress popular, but also promoting amount of Taiwan's tourists to South Korea.
This study discussed the relationship among placement marketing in Korean drama, leisure involvement and attachment of tourists and is based on the analysis of the tourists who has watched Korean dramas and has been to Korea. 457 website questionnaire were given out and 435 valid ones are collected after deducting the invalid questionnaires .The data was analyzed by descriptive statistics, reliability analysis, one-way ANOVA and linear structural relationship model.
Five conclusions were derived: 1. Culture placement got the highest score in placement; the meaning of pleasure was the highest of leisure involvement, image attachment was the highest of attachment. 2. Placement having a direct effect on involvement, placement will also affect the attachment through leisure involvement. 3. In order of important factors affecting placement are product placement, scene placement, role placement, cultural placement, plot placement. 4. In order of important factors affecting involvement are centrality, importance, pleasure, self-expression. 5. The important factors affecting attachment include place identification, place dependence, product attachment, image attachment and activities attachment.

並列關鍵字

placement marketing ； leisure involvement ； attachment ； South Korea travel ； Korean drama

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