衡量網路置入性行銷之效果

Exploring the effect of online product placement

謝昌明(Chang-Ming Hsieh)

指導教授 ： 江義平

國立臺北大學/商學院/資訊管理研究所/碩士(2010年)

摘要

隨著傳統廣告的效果下降，廣告主開始採取別的方式來推廣他們的產品，其中一個策略就是產品置入，在台灣則常被稱為置入性行銷。而網際網路的興起也使得產品置入開始在網路上出現，但是線上產品置入的相關研究是相當稀少的。本研究整理了過去產品置入的相關文獻，發展出一個線上產品置入的整合性架構，將線上產品置入分為視覺置入、聽覺置入與劇情置入三種形式，而線上產品置入的效果則是有品牌記憶、品牌態度、購買意願以及品牌選擇，並將產品置入的研究從過去的分析階段拓展到因果關係的實證。
本研究剪輯了9支含有產品置入的線上影音，並透過預試來確認受測者是否能夠知覺到線上影音中的產品置入。預試的結果證實受測者能夠知覺到9支線上影音中的產品置入，並區別線上影音中是否有聽覺置入。本研究透過網路問卷蒐集樣本，為了避免不同的產品類型會影響購買意願，本研究限制研究對象為「對特定產品類別有購買意願或未來想購買者」，正式問卷共蒐集到2235個樣本。
透過PLS分析的結果顯示，除了劇情置入之外，線上產品置入的形式會增加品牌記憶，而品牌態度也會被產品置入的形式或置入形式之交互作用所影響，產品置入的形式也會顯著的增加品牌選擇。除了產品置入的形式之外，品牌記憶也會增加品牌態度，品牌態度再正向的影響購買意願。除此之外，多群組樣本分析的結果顯示，在不同的線上媒體或產品類型中，線上產品置入會有不同的效果。本研究提供了線上產品置入的初步調查與實務意涵，可做為行銷人員進行線上產品置入時的參考依據。

關鍵字

線上產品置入 ； 線上媒體 ； 產品類型

並列摘要

Advertiser began to promote their products in new way such like product placement while the effect of traditional advertisement decrease. By the rise of internet, product placement emerge in online environment, but related research is quite rate. This study review the literature about product placement, to develop an integrative model of online product placement, divided product placement modalities into visual placement, audio placement and plot placement. In addition, the effects of online product placmenet include brand memory, brand attitude, purchase intention and brand choice, and this study expand product placement from only analysis to causation relation.
This study edits 9 online video which include product placement, via pretest to ensure whether participants can perceive product placement and differentiate audio placmenet in online video. Using online survey to collect data, to avoid product type affects purchase intention, participants restrict to whom interesting in some product or one will purchase in future. Participants in this study are 2235.
PLS analysis indicates, except plot placement, other online product placement modalities increase brand memory, and brand attitude is also affected by placement modalities or its interaction. All placement modalities can affect brand choice, too. In addition, brand memory can increase brand attitude, and brand attitude affect purchase intention positively. Further, result of multisample test show that online product placement have difference effect when brand place in difference online media or placed brand type are difference. This study offer preliminary investigation of online product placement and practice implicition, and as guide for advertiser implement online product placement.

並列關鍵字

online product placement ； online media ； product type

參考文獻

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