電視消費關聯性對於來源國印象與品牌態度影響之研究—以韓國電視劇集為例

The Effect of Connectedness of Television Consumption on Country of Origin Image and Brand Attitude: An Empirical Study of Korean TV Series

蔡明達(Hector Ming-Ta Tsai) ； 盧懿岑(Yi-Tsen Lu)

《行銷評論》 9卷4期 (2012/12) Pp. 417-441

https://doi.org/10.29931/MR.201212.0003

摘要

近年來，韓國戲劇節目受到國人喜愛，似乎帶動了赴韓旅遊熱潮，以及韓國品牌商品的暢銷。為瞭解此種現象，本研究探討戲劇節目置入國家文化特質對於收視觀眾所產生的影響。本文以電視消費關聯性概念為基礎，分析觀眾與外國電視節目及其人物所發展出的關係強度，如何影響其對來源國印象與品牌態度。研究架構整合了電視消費關聯性、置入性行銷與來源國效果等相關理論，並以韓劇收視觀眾為研究對象，採用結構方程模式驗證研究假設。結果證實觀眾對電視劇集的喜好程度越正面，對節目的關聯性越高，而其間的關係受到觀眾涉入程度的調節；消費者戲劇節目的關聯性越高，對來源國印象與品牌態度也有越正面的影響。最後，本研究根據實證結果提出相關結論與建議。

關鍵字

電視消費關聯性 ； 置入性行銷 ； 品牌態度 ； 來源國印象

並列摘要

In recent years, the success of Korean drama seems to prosper the tourism of Korea, as well as the popularity of Korean brands in Taiwan. Using the concept of TV consumption connectedness as underpinning concept, the study examines the para-social relationship between TV program and audience, and identifies its impact on consumer's country of origin image and brand attitude. The theoretical framework integrates TV consumption connectedness, product placement and country of origin effect theories. We collected and analyzed empirical data and used structural equation modeling to test research hypotheses. Results confirmed the liking of TV series affects audience's connectedness positively, as moderated by consumer involvement. Also, the connectedness of the program enhances audience's perception of the original country image and brand attitudes. The study provides conclusions and recommendations based on the empirical results.

並列關鍵字

television consumption connectedness ； product placement ； brand attitude ； country of origin

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