MV置入型態、廣告效果對口碑效果之研究─以消費者涉入為干擾變數

The Positive Word-of-Mouth Effect of Product Placement in Music Video and Advertising Effects: The Moderating Role of Involvement.

林慈璿(Tzu-Hsuan Lin)

指導教授 ： 方文昌

國立臺北大學/商學院/企業管理學系/碩士(2008年)

摘要

過去探討置入性行銷的研究常受限於實驗媒介，而必須擷取部分片段以進行場景模擬，以致未能適度捕捉消費者對置入產品的反應。隨著置入性行銷廣泛應用在歌手、明星的音樂錄影帶（Music Video, MV），本研究使用MV作為實驗媒介將可克服過去置入性行銷在研究上的某些限制。
本研究除了改善置入性行銷的研究方式外，更進一步區分MV內容的置入型態，及其對於口碑效果、廣告記憶、品牌態度和購買意願的影響；並討論消費者涉入的干擾效果。置入型態的研究內容分為：(1)與故事性相關的置入(placement)和單純出現在畫面上的置入(plug)；(2)將與故事性相關的置入加以分類出情感性的置入(affective placement)與認知性的置入(cognitive placement)。
使用近似無相關迴歸分析(SUR)與階層迴歸分析進行統計檢定，結果顯示：(1)「單純出現在畫面上的置入」和(2)「認知性的置入」有較顯著的口碑與廣告效果。此外，消費者涉入對MV置入型態與口碑效果間的關係，確有明顯的干擾效果。

關鍵字

置入性行銷 ； 口碑效果 ； 廣告記憶 ； 品牌態度 ； 購買意願 ； 涉入

並列摘要

Study One
Although product placement has grown rapidly, the advertising effect of prior research about product placement was often limited in laboratory-based methodology. In lab setting, researchers showed audiences the clips which were cut from movies to replicate the movie-watching experience. But in this manner, the advertising effects in a short movie segment failed to represent the nuances of the entire movie impression sufficiently. With the application of advertisement in music video, this study could fill the research gap by using the brief-duration music video which has a complete story and presents the comparison of placement versus plug. Hierarchical regression analysis and seemingly unrelated regression model were used to examine the influence caused by the two opposite product placement types in music video to advertising effects – brand recall, brand attitude and purchase intention – and positive word-of-mouth. In further, this research discusses how advertising effects and involvement individually play a mediated and moderated role toward positive word-of-mouth. A total of 349 participants joined this experiment and the findings reveal that plugs have advantage on advertising effects and positive word-of-mouth over placements. Moreover, both advertising effects and involvement affect positive word-of-mouth significantly and positively in music video.

Study Two
Most previous theories of choice concerned about cognitive factors, but recent research has stressed the role of affections. According to the level of feelings which audiences inject into the music video, this study proposes two product placement types, including affective placements and cognitive placements, and compares their advertising effectiveness in music videos. Using hierarchical regression analysis and seemingly unrelated regression model to examine how these two placement types affect advertising effects – brand recall, brand attitude and purchase intention – and positive word-of-mouth. Moreover, this study also discusses the mediated role of advertising effects and the moderated effect of involvement. These findings based on 343 experimental samples and show that cognitive placement has more positive advertising effects than affective placement. In addition, advertising effects and involvement also have significant and positive mediated and moderated effect individually.

並列關鍵字

product placement ； word-of-mouth ； brand recall ； brand attitude ； purchase intention ； involvement

參考文獻

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