綜藝節目中置入性廣告、節目品牌形象對閱聽眾收視行為影響之研究——以《青春有你第二季》和《菱格世代 DD52》為例

近兩年網路綜藝節目從量變到質變，無論是台灣地區還是大陸地區都逐漸成為大眾熱議的對象，網路綜藝節目中置入性廣告、節目品牌形象對閱聽眾的收視行為影響研究，是一有趣且值得探討的議題。本研究旨在探討閱聽眾對網路綜藝節目中置入性廣告、節目品牌形象等因素，分析收看網路綜藝節目的收視行為的關係程度。本研究結果如下：一、比較台灣地區與大陸地區的閱聽眾發現，在置入性廣告、節目品牌形象以及收視行為等方面均無顯著差異。二、置入性廣告與收視行為有正向相關存在。三、節目品牌形象與收視行為有正向相關存在。四、置入性廣告、節目品牌形象對收視行為有顯著影響。五、節目品牌形象正向預測收視行為，置入性廣告正向預測收視行為，且模式的R2為0.680。

關鍵字

網路綜藝節目；置入性廣告；節目品牌形象；收視行為

並列摘要

The quantitative change of the Internet variety shows leads to its qualitative change in the past two years, which makes the shows become a popular issue for the public. It can be an interesting and worthy research topic to investigate the impacts of the replacement commercials and program brand image on the viewing behavior in the Internet variety shows. This study aimed to interpret the factors involved in the shows and tried to analyse the impact level of the variables on the viewing behavior. Five results of this study were identified as following: 1.After comparing the perceptions of viewers between Taiwan and Mainland China, no significant difference was found on the placement commercials, program brand image, and viewing behavior. 2.Placement commercials have a positive correlation with viewing behavior. 3.Program brand image has a positive correlation with viewing behavior. 4.Placement commercials, program brand and image have a significant impact on viewing behavior. 5.program brand image can positively predict viewing behavior, and placement commercials can also positively predict viewing behavior. The R2 of the model is 0.680.