人機互動傳播科技影響置入行銷購買意願之研究

置入性行銷為近年有效提升產品曝光率的一種行銷手法。而隨著數位資訊時代的來臨，科技與網際網路日新月異的發展，人機互動傳播科技紛紛出現並日漸普及，使得閱聽人不再只侷限於電視媒介，而是有更多樣的選擇；例如電腦以及行動媒體裝置等皆可以作為閱聽人選擇觀賞的媒介，而這些裝置亦可作為輔助電視觀看的使用。也由於這些人機互動傳播科技的出現，改變了現今的行銷手法，讓置入性行銷擁有更多元的模式。但是這些運用人機互動傳播科技的置入性行銷，對於閱聽人的購買意願是否會產生影響呢？本研究藉由文獻探討，了解新傳播科技對於置入行銷的演變與行銷模式之影響，再針對人機互動傳播科技應用於置入行銷的不同模式採用問卷調查法進行研究，以了解人機互動傳播科技影響置入行銷購買意願的情形。研究結果發現，互動性與便利性對於注意、興趣、搜尋及購買傾向四個構面具有一定的影響力，也就是消費者在使用人機互動傳播科技時會受到其互動性與便利性的影響，進而影響消費者對置入產品之注意、興趣、搜尋行為的意願高低以及消費者的購買意願。

關鍵字

新媒體；人機互動傳播科技；置入行銷；購買意願

並列摘要

In recent years, product placement is one kind of marketing techniques effectively used to enhance product visibility. With the advent of the digital technology, the rapid development of internet, human-computer interaction, and communication technology have gained popularity thus making the audience no longer confined to TV sets. Moreover, a greater variety of media products, such as computers and mobile devices, give more choices to audience and providing as an auxiliary TV viewing. Due to the emergence of human-computer interactive communication technology, there has been considerable change in today's marketing and product placement bearing more diverse patterns. Despite the spread use of human-computer interaction technology and product placement, the question remains whether these techniques will have an impact on audience's willingness to buy? This study used literature review to discover the impact of new communication technologies for media product placement's evolution and marketing mode influences. Furthermore, this research used questionnaire to analyze human-computer interaction communication technologies influence on product placement's purchase intention. The results revealed that interactivity and convenience attention have an influence on products interest, search and purchasing. Therefore, interactivity and convenience influence consumer use human-computer interaction communication technologies, and which further influence their attention, interest, search behavior and purchase intention.