影響置入性網路廣告效果之研究

A Study On The Effectiveness of Product-Placement Marketing On Internet

陳卉茹(Hui-Ju Chen)

指導教授 ： 劉士豪

中原大學/商學院/資訊管理學系/碩士(2009年)

https://doi.org/10.6840/cycu200900049

摘要

網路廣告近年來越來越受到廣告業者注目，而透過置入性行銷的方式讓消費者在低
涉入感的情況下接收到產品訊息，避免一般大眾規避廣告的心態。而且運用置入性網路
廣告的方式不但較傳統電視廣告便宜，還可達成高度接觸、增強記憶並與搭配載具之屬
性的相符程度創造出廣告效果。過去對於置入性廣告的研究，多針對電影、電視等傳統
媒介進行產品置入的探討，但是卻少有實證上的映證，所以本研究則針對網路上的置入
性廣告進行研究，再納入載具屬性與置入產品屬性的異同及品牌知名度的干擾，進一步
探討置入性網路廣告的效果是否有所差異。
因此，本研究透過二階段實證研究，探討較具廣告效果的置入性網路廣告，在第一
階段實驗透過問卷方式針對瀏覽者看完置入性網路廣告後的廣告態度、品牌印象與對置
入產品的點閱意願做量測；第二階段則是根據第一階段的實驗結果，挑選出最具廣告成
效的組別，再納入產品屬性與品牌知名度的因素，透過網頁瀏覽記綠的方式，觀察瀏覽
者在不同產品屬性與載具知名度的干擾之下，對廣告置入標的點閱率、瀏覽深度、瀏覽
時間及瀏覽次序上的影響。經由本研究實證結果，歸納出以下結論：
1. 置入性網路廣告中，「顯性置入」對廣告效果中的「品牌印象」影響效果最佳；「隱
性置入」對廣告效果中的「廣告態度」與「置入產品資訊點閱意願」影響顯著。
2. 置入性網路廣告中，「動態影片」的呈現方式對廣告效果中的「廣告態度」與「置入
產品資訊點閱意願」影響效果較佳，對於「品牌印象」則無明顯效果。
3. 置入性網路廣告中，「置入產品屬性」與「載具屬性」相同，瀏覽者對於置入性網路
廣告的「瀏覽深度」與「瀏覽時間」有顯著影響，但對於「點閱率」、「瀏覽次序排
名」僅存在差異，而無顯著影響。
4. 置入性網路廣告中，若加入「品牌知名度」做為干擾，則產品屬性與載具屬性是否
相同已不再顯著影響廣告效果，而是知名度的高低對於置入性網路廣告的「瀏覽深
度」與「瀏覽時間」有顯著影響。

關鍵字

網路廣告 ； 置入性行銷 ； 廣告效果

並列摘要

Internet advertising in recent years more and more attention from the advertising industry,
and through product placement way to make consumers in the low involvement of flu cases to
receive product information, to avoid the general public to circumvent the advertising
mentality. And the use of product placement network ads not only cheaper than traditional TV
ads, but also reached a high degree of contact, and enhance memory and with a set of
attributes in line with the extent of the effect of creating ads. Over the past for the study of
product placement advertising, and more for film, television and other traditional media of
product placement, but little evidence on the video card, so this study is targeted at the
network of product placement advertising research, and then into the vehicle attributes and
product attributes into the similarities and differences, and brand awareness of interference, to
explore further into the effects of Internet advertising is the difference.
Therefore, this study through the two-stage empirical study to examine the effect of a
more ad placement advertising in the first phase of the experiment the way through the
questionnaire for viewers watching the network ad placement ad attitude, brand impression
with placement of products on the willingness to do so click measurement; second phase is
based on the first phase of the experimental results, the selection of the most effective
advertising group, and then incorporated into the product attributes and brand awareness of
factors, through the web browser in mind the Green way to observe the surfers in different
product attributes and contains high-profile interference under the ads placed on the subject of
click rate, browse the depth, browsing time and browse on the impact of the order. Through
the empirical results of this study, summed up the following conclusions:
1. Product placement advertising, the "dominant placement" advertising effect of the "brand
impression" the best effect; "hidden placement" advertising effect of the "ad attitude" and
"product placement point of access to information will "significantly affected.
2. Product placement advertising, the "dynamic film" presentation of the effect of advertising
the "ad attitude" and "access points into the product information will" better effects for the
"brand impression" there is no obvious effect.
3. Product placement advertising, the "implantation product attributes" and "vehicle
attributes," the same as browsing the Internet with regard to product placement advertising,
"browser-depth" and "browse time" have a significant effect, but " click rate, "" View the
order of ranking, "there are differences only, without a significant impact.
4. Product placement advertising, if adding "brand awareness" as interference, then product
attributes and attributes the same vehicle is no longer a significant impact on advertising
effectiveness, but the level of well-known for product placement advertising network "Browse
depth" and "browse time" have a significant effect.

並列關鍵字

product placement ； advertising effectiveness ； Internet advertising

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