政府在2016年配合廣電三法修正,NCC訂定鬆綁管制及齊一管制兩個方向,戲劇節目有三種不同的置入方式,本研究旨在探討年輕人對這三種置入方式的看法,以及對商品品牌辨識和商品品牌態度的影響,研究對象為嶺東科技大學學生,問卷共計發出177份,收回177份,有效問卷167份,有效問卷百分比為94%,使用SPSS統計軟體進行獨立樣本t檢定、相關分析、單因子變異數分析、迴歸分析,研究發現不同置入方式對品牌辨識與品牌態度均具顯著影響,消費者之品牌辨識對品牌態度具顯著影響,三種置入方式中以隱性置入方式對品牌辨識與品牌態度之影響較大,本研究亦發現,女性消費者對本土偶像劇與韓劇之偏好大於男性消費者。
In 2016, the Government cooperated with three radio and television related laws and amendments. The NCC has set two directions, namely, loosening control and uniform control. There are three different placement methods for drama programs, This research aims to explore young people's perceptions of these three ways of placement, as well as the impact on brand identification and brand attitudes. The research was aimed at students of Lin Dong University of Science and Technology. A total of 177 questionnaires were issued, 177 were recovered, 167 were valid questionnaires, and the percentage of valid questionnaires was 94%. Independent sample t verification, correlation analysis, single factor variation analysis and regression analysis using SPSS statistical software. It is found that different placement methods have a significant impact on brand identification and brand attitude. The brand identification of consumers has a significant impact on brand attitude.The impact of implicit placement on brand identification and brand attitude in three kinds of placement methods is greater. This study also found that female consumers have a greater preference for local idol dramas and Korean dramas than male consumers.