本研究旨在探討透過不同置入性行銷的產品類型於台灣偶像劇,是否會受到自我概念、產品知識對閱聽人搜尋意圖產生影響,接著探討搜尋意圖對購買意願之間產生的影響,並歸納出適宜的置入性行銷模式,以提升購買意願。本研究以實驗室實驗法進行,將266個實驗對象隨機分配至四個不同的實驗組合,結果顯示:1.置入理性產品會使用聽人產生正向搜尋意圖。2.產品置入的劇情內容越接近閱聽人的理想自我不會影響其搜尋意圖。3.產品置入的劇情內容越接近閱聽人的現實自我則會降低搜尋意圖。4.閱聽人對置入產品知識的高低會影響對該產品的搜尋意圖。5.閱聽人搜尋意圖而產生的購買意願不會受閱聽人的產品適配度影響。
This study aimed to explore the product placement through different categories of products, whether or not subject to self-concept, product knowledge have an impact on the audience search intent, then search intention to explore the impact generated between purchase intention and conclude appropriate product placement mode to enhance the purchase intention. In this study, experimental design method to allocate 266 subjects to four different combinations of experimental results show that 1. Placing rational products will generate positive search intentions. 2.Story contents of the product placement close to the ideal self won’t affect audiences’ search intentions. 3.Story contents of the product placement close to the actual self will reduce the audiences’ search intentions. 4.Audiences’ product knowledge will affect search intentions to the product. 5.The product fit won’t affect audiences’ search intentions and the purchase intention.