過去有關置入行銷的研究主要涉及電視電影或網絡遊戲，本研究嘗試探討在網絡自製綜藝中的置入。主要探究在網絡自製綜藝中置入的顯著度是否會影響品牌置入的記憶、態度及行為，以及幽默訴求是否會影響置入顯著度的廣告效果，並以認知需求作為研究的調節變項。
本研究採用2（置入顯著度：顯著置入/隱約置入）×2（幽默：有幽默/無幽默）×2（認知需求：高認知需求/低認知需求）的多因子實驗設計。研究結果發現在網絡自製綜藝中採用低熟悉度的品牌時，顯著置入會產生較高的品牌記憶度，對品牌態度和購買意願無影響；幽默訴求會提高不同顯著度置入的品牌記憶度，對品牌態度和購買意願影響不顯著；認知需求不存在調節作用。

目次
第一章 緒論 1
第一節 研究動機與研究問題 1
第二節 研究章節架構 6
第二章 文獻探討 7
第一節 置入行銷 7
第二節 幽默 13
第三節 認知需求 19
第三章 研究方法 25
第一節 研究架構與假設 25
第二節 研究設計 27
第三節 實驗物的選擇與設計 29
第四節 變項的定義與測量 34
第四章 研究結果與分析 38
第一節 實驗受試者樣本分布 38
第二節 前提檢定與操弄檢定 39
第三節 量表信度檢驗 41
第四節 假設驗證 42
第五章 結論 55
第一節 發現與討論 55
第二節 學術與實務貢獻 60
第三節 研究限制與未來建議 63
參考文獻 65
附錄 71
附錄一 前測問卷 71
附錄二 正式施測問卷 72

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