消費者對置入式廣告的體驗與置入產品態度關係之研究

The Relationship of Consumer Experience of Placement Ad and Attitude of Product Placement

鐘宇嶔(Ui-Chi Chu)

指導教授 ： 黃曼琴

淡江大學/管理學院/企業管理學系碩士班/碩士(2005年)

https://doi.org/10.6846/TKU.2005.00082

摘要

國內外的企業最近常使用的一種新穎廣告行銷手法，叫做置入行銷，本研究欲藉由國內有產品置入的電視影片做為消費者的體驗媒介，以了解消費者對於影片的體驗、語言態度與置入產品態度之間是否有正向的影響關係。同時，希望了解產品置入這一行銷手法，對台灣18-24歲這樣追逐流行的消費者其價值觀與置入產品態度間又會有什麼影響。所以本研究的目的在探討：(1)消費者的影片體驗對其置入產品態度的影響。(2)消費者的語言態度對其置入產品態度的影響。(3)消費者的物質主義傾向對其置入產品態度的影響。

經由統計分析的結果，發現消費者的影片體驗愈佳，對其置入產品態度也愈佳，其中，又以總體體驗構面中的感官體驗最具有影響力。而且是否曾看過影片的消費者，其體驗和置入產品態度也有明顯的差異，顯示體驗在產品置入這一行銷方式中確實佔有重要的關鍵，不過，語言態度和物質主義傾向對置入產品態度的影響並未獲得證實。

關鍵字

產品置入 ； 體驗 ； 語言態度 ； 物質主義

並列摘要

Recently, domestic and international enterprises often take one novel advertising tactics , the tactics called “marketing of placement”.This research by domestic television films which to be put product into as experience media to understand that consumer‘s film experience , language attitude how to influence consumer’ s attitude of .placement product .
Meanwhile , I wish to understand product placement how to influence the price view of 18-24 years consumers desire fashion in Taiwan and attitude of placement product . This research ‘ s purpose include : (1) consumer ‘ s experience of film how to influences attitude of placement product .(2) consumer ‘ s language attitude how to influences attitude of placement product (3) consumer ‘ s materialism how to influences attitude of placement product .

Via the statistical analysis , the result shows that the better consumer’ s film experience be , the better consumer’ s attitude of placement product be . Among , the sense experience has the strongest impact in the total experience component, and the effectiveness of experience has significant difference between has seen film and hasn’t seen film , shows experience is the important key for this marketing tactics of product placement certainly. Nevertheless , language attitude and materialism influence the attitude of placement product isn’t verified in this research .

並列關鍵字

Product Placement ； Experience ； Language Attitude ； Materialism

參考文獻

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