產品價值對置入性廣告與其效果關係之調節影響研究：以串流媒體為例

The Moderating Effect of Product Values on the Relationship between Product Placement and Advertisement Effect: The Case of Streaming Media

伏柔穎(Rou-Ying Fu)

指導教授 ： 黃佑安

國立暨南國際大學/管理學院/國際企業學系/碩士(2022年)

https://doi.org/10.6837/ncnu202200203

摘要

置入性行銷一直是行銷學中相當重要的議題，也是企業在推播廣告很流行的一種手段，隨著置入模式的不同，也會產生不同的廣告效果。然而根據「Digital Report 2020台灣報告」顯示國人觀看串流媒體的比例高達96%，幾乎取代了傳統電視，這股勢力勢必會造成許多廣告商都將廣告資源轉移到了網路上(Ginosar and Levi-Faur, 2010)。
而企業也不斷在串流媒體中尋找新的置入模式。本研究主要探討在串流媒體盛行的時代下，情節置入模式對廣告效果的影響關係為何，再以產品價值（實用價值／享樂價值）作為本研究的干擾變項，並透過深度訪談法進行研究，藉由受訪者過去觀看實用價值以及享樂價值廣告的經驗，了解廣告內容的呈現方式會如何影響廣告效果。
研究結果顯示：情節置入模式依然產生比較好的廣告效果，但由於產品汰換速度很快的情況下，消費者無法一一了解各家產品，廠商只能透過較吸睛的廣告博取消費者的眼球，所以如若消費者無法從廣告中獲取與自身相互匹配的需求時，就會產生負面的廣告效果。也就是說對消費者而言，若產品價值的實用／享樂性越高，其對情節置入廣告與廣告態度的影響關係越有增強的效果；產品價值的實用／享樂性越低，其對情節置入廣告與購買意願的影響關係越有減弱的效果。

關鍵字

置入性行銷 ； 置入模式 ； 產品價值 ； 實用價值 ； 享樂價值 ； 廣告效果

並列摘要

Product Placement is the important issue in the marketing, and it is also a very popular means for companies to promote advertisements. There are different effects depending on the method of placement. Digital Report 2020: TAIWAN(2020) indicate that Taiwanese watch streaming media as high as 96%, almost replacing conventional television. This trend is sure to cause many advertisers move their ad inventory to the web (Ginosar and Levi-Faur, 2010).
And businesses are also constantly looking for new placement modes in streaming media. This study mainly explored the relationship between the influence of the plot placement mode on advertisement effect in the era of the prevalence of streaming media and adopted product value (utilitarian value / hedonic value) as the moderating variable of this study, understood how the presentation of ad content influences advertisement effect through interviewee's past experience viewing ads of utilitarian/ hedonic value by adopted the in‑depth interview.
The result of study revealed that the plot placement mode produced better effect on advertisement effect. But due to the rapid replacement of products, consumers cannot understand each product one by one, thus manufacturers can only had caught the attention of consumers through more eye-catching advertisements. If consumers cannot obtain their own needs from advertisements, the advertisement effect will be weakened. Therefore, the result can be found that the product value has a positive moderating effect on the relationship between the plot placement mode and the advertisement effect.

並列關鍵字

Product Placement ； Placement Mode ； Product Value ； Utilitarian Value ； Hedonic Value ； Advertisement Effect

參考文獻

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