置入性行銷與人格特質關聯之研究

A Study on the Relationship between the Placement Marketing and the Personality Characteristics

邱美惠(Mei-hui CHIU)

指導教授 ： 蔡碩倉

亞洲大學/管理學院/經營管理學系碩士在職專班/碩士(2009年)

摘要

置入性行銷已成為目前流行之行銷手法之ㄧ，惟並非所有人皆會受置入行銷影響。本研究旨在建構「置入性行銷量表」與「人格特質量表」，以了解消費者被行銷置入程度，並進一步瞭解二者間之關聯性。本研究以大學生為抽樣對象，並利用因素分析、二階段集群法，將人格特質區分為追求完美、重視規範之「蜜蜂型」人格特質；主動積極、勇敢自信、做事有目標的「老虎型」人格特質、具有高度友善性、喜歡與群眾分享的「海豚型」人格特質；溫和熱絡、重團隊精神且穩定性極高的「企鵝型」人格特質。研究發現最易受置入性行銷影響之人格特質，依序為「企鵝型」、「蜜蜂型」、「老虎型」、「海豚型」。再利用變異數分析人格特質差異，發現「企鵝型」之心理健康程度最高，且多來自氣氛和諧家庭。「海豚型」心理健康障礙比例較高、「老虎型」之家庭和諧氣氛較低。

關鍵字

置入性行銷 ； 人格特質 ； 二階段集群分析法

並列摘要

The placement marketing become one of the popular marketing methods , but it can not affect everybody. The purpose of this study was to construct “The placement marketing questionnaire” and “the personality characteristic questionnaire “，to understand the status of the consumers by the placement marketing affected and further understand the relationship between them. This study targeted at college students, the sample materials were processed by statistics methods that have factor analysis, two phases cluster analysis. By the results, there are four types of personality characteristics discriminated : The first type, we named “Bee type”, because they aspire perfection, respect norm. The second type, we named “Tiger type”, because they are very voluntarily, actively, bravely, confidently, and they have objects when they doing every thing. Third type, we named “Dolphin type”, because they are very friendly, and like to share every thing with everyone. The fourth type, we named “Penguin type”, because their personalities are moderate. They respect team spirits and very stably. Our research was interesting .From the results of this study, we found that the personality characteristic easily affected by the placement marketing in order：“the penguin”, “the honeybee”, “the tiger”, “the porpoise”.Then we analyzed the difference of the personality characteristic by ANOVA, discovered “the penguin” the psychologically healthy degree is highest, and comes from the atmosphere harmonious family. “the dolphin” the psychologically healthy barrier proportion is higher, “the tiger” the harmony atmosphere of the family is lower.

並列關鍵字

placement marketing ； personality characteristics ； two phases cluster analysis

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