廣告訊息無時不刻環繞在生活周遭,而電視正是現今台灣民眾每天最常接觸的廣告資訊管道,近年來置入性行銷興起,電視置入將會是一個新的廣告型態。本研究以置入在台灣本土偶像劇中的餐廳為探討範疇,欲了解不同類型的偶像劇中置入不同類型的餐廳對廣告效果之置入的回憶性、置入產品的態度、消費意願的影響,並以廣告相關性為干擾變數,進一步探討受到廣告相關性干擾後的廣告效果之影響。 研究方法採用前實驗研究設計(per-experimental design)進行,以2(偶像劇類型:都會愛情、警匪動作)×2(餐廳類型:冰淇淋餐廳、複合式景觀餐廳)×2(廣告相關性:相關廣告、不相關廣告)=8因子實驗設計,實驗分成兩階段進行,第一階段探討偶像劇類型和餐廳類型對廣告效果之影響,第二階段加入干擾變相廣告相關性進一步探討對干擾後的廣告效果之影響。 研究結果發現(1)不同餐廳類型對置入的回憶性和消費意願有顯著差異;(2)不同類型的偶像劇對置入產品的態度和消費意願有顯著差異;(3)餐廳類型和偶像劇類型對置入產品的態度和消費意願有顯著交互作用之影響;(4)在廣告相關性干擾下,只有偶像劇類型對干擾後置入產品的態度有顯著差異,都會愛情類型對干擾後置入產品的態度優於警匪動作類型。
Advertising messages often appear in our daily life, and the television is exactly present Taiwanese people every day get mostly in touch with way of the advertisement information. In recent years, television placement will be a new type of advertising. In this paper, this research on restaurant placement of a Taiwan idol drama to understand the different restaurant types of product placement on the hierarchy of advertising effects. This research took 2(idol drama types) ×2(restaurant types) ×2(advertising relationship) factor design. The experiment is divided into two stages process, the first stage is research the different types of idol drama and restaurant on advertising effects. The second stage is research the advertising relationship with product as a moderator on advertising effects. The research results showed that: (1) the different types of restaurants there were significant differences on the placement recall and consumption intention; (2) the different types of idol drama there were significant differences on the placement recall and attitude; (3) the different types of restaurant and idol drama on placement attitudes and consumption intention have a significant interaction; (4) as advertising relativity interference, only the different types of idol drama there were significant differences on the placement attitude.