視覺置入與產品涉入對購買意願之影響–以韓國綜藝節目為例

The Effect of Visual Placement and Product Involvement on Purchase Intention–The Case of Korean Variety Show

鐘伊柔(Yi-Jou Chung)

指導教授 ： 王親仁

國立臺中科技大學/商學院/企業管理系碩士班/碩士(2016年)

摘要

當傳統廣告無法有效吸引消費者時，廠商必須尋求與消費者建立有效的商業溝通機制。因此，產品置入成為廠商青睞的新興行銷手段，它不但能有效降低費用，更能透過角色及劇情特色與消費者形成強力的連結，讓消費者對節目中的產品產生強烈的聯想。
本研究以2010年於韓國播放之「Running Man」節目所置入的外套與球鞋作為產品，在PTT及社群網站觀賞該節目的使用者之741份有效問卷，利用SPSS22.0統計軟體分析，他們對節目態度、主持人特色、產品特質、涉入程度影響購買意願的程度。
實證結果發現，綜藝節目中產品置入的行銷方式，未必能明顯的引起消費者對該產品產生興趣或衍生購買意願，但是涉入程度高的產品相對具有明確吸引力，消費者對喜愛節目之產品置入的行銷較不抗拒，而主持人的獨特個性與特色鮮明的角色擔當，讓消費者與置入產品形成連結而產生移情作用。然而，消費者唯有對個人喜愛的產品才會被吸引，進而產生購買意願。因此，廠商必須透過蒐集消費者所喜愛產品的資訊，進而與相關綜藝節目合作，有效提升消費者對置入產品的認知程度及購買意願。

關鍵字

視覺置入 ； 產品涉入 ； 購買意願

並列摘要

When a traditional advertising can’t effectively attract consumers, manufacturers must seek the mechanisms for establishing the effective business communication with consumers. Therefore, the product placement becomes a new and favorable marketing strategy to manufacturers. It can not only effectively reduce costs, but also better form strong links with consumers by means of the roles and plot characteristics, then result in them to produce a strong association with the show products.
In this study, the jacket and shoes are chosen as the products which were played in the "running man" program in South Korea since 2010. 741 valid samples are the users who watched the program in the PTT and the community website. SPSS22.0 Statistics software will be used to analyze the effects of a show attitude, host characteristics, product characteristics, and the level of involvement on the degree of willingness to buy.
The empirical results show that the product placement marketing approach in a variety show may not be able to cause significant consumer interest in the product, and result in their willingness to buy. Furthermore, the product with relatively high degree of involvement will have a clear attraction, so consumers have less resistance to the product placement marketing of their favorite programs. A host has the unique personality and distinctive role to play can make consumers linking with the product placement to generate the effect of empathy. Consumers would be attracted only by the personal favorite products, then generate willing to buy. Therefore, the product manufacturers must collect consumer favorite information, and then cooperate with relevant variety show to effectively upgrade consumer awareness of placement products and the purchase intention.

並列關鍵字

Visual Placement ； Product Involvement ； Purchase Intention

參考文獻

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