社交網站應用程式中產品置入型式與品牌知覺之關聯研究－網路沉浸之中介影響

Examining the Relatedness of Product Placement Types and Brand Awareness in an Application Programming within Social Media Network-the Mediated Role of Flow

黃哲盛(Je-Sheng Huang) ； 王麗婷(Li-Ting Wang) ； 楊偉智(Wei-Jhih Yang)

《行銷科學學報》 8卷1期 (2012/04) Pp. 23-54

摘要

本研究旨在探討社交媒體網站應用程式裡，產品置入型式的品牌知覺效果。關於產品置入的型式，首次以整合顯著式、整合隱含式、非整合顯著式與非整合隱含式四種構面來劃分；在研究構念上，首次以「網路沈浸傾向」取代以往的「節目涉入程度」來分析其中介影響。結果顯示，產品置入型式對品牌知覺有顯著影響，以整合顯著式及非整合顯著式影響程度最高。其次，高網路沈浸傾向者對於品牌知覺的程度，反而低於低網路沈浸傾向者。最後，整合顯著式產品置入中介效果僅部分顯著，整合隱含式則皆不顯著，而在非整合產品置入中，無論是顯著或隱含式，其中介效果皆達顯著。

關鍵字

產品置入型式 ； 網路沈浸傾向 ； 品牌知覺 ； 社交網站應用程式

並列摘要

This study examines the influence of product placement types on the brand awareness in the context of application programming in social media network. The authors develop four product placement types, i.e., integrated prominent, integrated subtle, non-integrated prominent and nonintegrated subtle product placements respectively. In addition, they use the construct of ＂flow state-achieving＂ instead of ＂program involvement＂ to analyze its mediated role on the relatedness between product placement types and brand awareness. The results show that product placement types have impact on brand awareness, especially more significant effects from the types of integrated prominent and non- integrated prominent. The users with high flow state-achieving have less brand awareness then those with low flow state-achieving. Moreover, the mediated roles of flow state-achieving are varied among the product placement types. There is a part of mediated effects on integrated prominent placement, but no effects on integrated subtle placement. However, there are mediated effects on nonintegrated placements, no matter with the type of prominent or subtle.

並列關鍵字

product placement types ； flow state-achieving ； brand awareness ； application programming in social media network

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