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| Title: | 產品置入之行銷溝通效果研究 |
| Authors: | 吳家州 |
| Contributors: | 張愛華
吳家州 |
| Date: | 2002 |
| Issue Date: | 2016-05-09 16:22:58 (UTC+8) |
| Abstract: | 近年來，產品廠商常運用產品置入此手法於電視節目、電影之中，產品置入已成為一種新的溝通工具。行銷人員對產品置入所能帶來的行銷溝通效果應有更深的認識和掌握。本研究的目的即在探討情節連結度、品牌知名度和置入數目對品牌回憶度、品牌辨識度及品牌態度的影響。
為驗證本研究假設，實驗採取2（情節連結度高/情節連結度低）Ⅹ2（品牌知名度高/品牌知名度低）Ⅹ2（置入數目多/置入數目少）因子實驗設計，並製作共8個長約14分鐘的實驗影片版本供實驗使用。本此實驗樣本為256位政治大學在學學生。
主要研究結論如下：
1. 情節連結度會對品牌回憶度和品牌辨識度產生影響。情節連結度高比情節連結度低有較高的品牌回憶度和品牌辨識度。然而，情節連結度高低在品牌態度上則無顯著差異。
2. 消費者對高品牌知名度的產品置入比對低品牌知名度的產品置入有較高的品牌回憶度和品牌辨識度。
3. 同一影片中置入的產品總數目越多，消費者對單一置入品牌的回憶度和辨識度越低，但品牌態度則無受到此變數影響。
Recently, the use of product placement in movies and TV programs is getting common. Product placement has become a new communication tool for firms. To understand the communication effectiveness of product placement is needed for marketers. The purpose of this study is to examine the impact of brand awareness, degree of connection to the plot, and the number of products placed within a film on brand recall, recognition and attitude.
A 2 (degree of connection to the plot: high/low)Ⅹ2 (brand awareness: high/low)Ⅹ2 (the number of products placed within a film: many/few) factorial design was used to test the hypotheses. Eight editions of experimental films, about 14 minutes, were produced for the study. The total sample consisted of two hundred and fifty-six students in National Chengchi University.
The conclusions are as follows:
1. Brand recall and recognition of product placement with high degree of connection to the plot are higher than those of product placement with low degree of connection to the plot. However, The effect of degree of connection to the plot on viewers’ brand attitude is not significant.
2. Product placement with high brand awareness leads to higher brand recall and recognition than product placement with low brand awareness.
3. The more products placed within a film appear, the lower brand recall and recognition viewers have. The number of products placed within a film does not influence significantly viewers’ brand attitude.
謝辭
論文摘要
Abstract
目錄-----i
表目錄-----iii
圖目錄-----v
第一章 緒論-----1
第一節 研究動機-----2
第二節 研究目的與問題-----3
第三節 研究流程-----4
第二章 文獻探討-----6
第一節 產品置入文獻回顧-----6
第二節 行銷溝通效果-----13
第三節 劇情組織架構對記憶影響之探討-----18
第四節 品牌知名度-----21
第五節 廣告干擾探討-----24
第三章 研究假設與方法-----27
第一節 研究假設-----27
第二節 研究方法-----30
第三節 研究架構-----31
第四節 研究變數-----32
第五節 實驗影片設計-----34
第六節 問卷設計-----45
第七節 研究對象及實驗步驟-----47
第四章 研究結果-----49
第一節 樣本資料-----49
第二節 信度分析-----50
第三節 操弄性檢驗-----51
第四節 假設檢定-----52
第五章 結論與建議-----70
第一節 研究結論-----70
第二節 研究限制-----71
第三節 行銷實務建議-----72
第四節 後續研究建議-----73
參考文獻-----75
中文部份-----75
英文部份-----76
附錄一 前測問卷
附錄二 正式問卷
附錄三 SAS程式
表目錄
表2-2.1 行銷溝通組合特性比較-----17
表3-2.1 實驗因子設計表-----30
表3-3.1 情節連結度操作性定義表-----32
表3-3.2 品牌知名度操作性定義表-----33
表3-3.3 置入品牌數操作性定義表-----33
表3-3.4 應變數衡量表-----34
表3-4.1 置入產品類別表-----37
表3-4.2 置入品牌知名度排行-----37
表3-4.3 前測結果次數統計表-----39
表3-4.4 影片置入設計總表-----40
表3-4.5 高知名度、情節連結度高的鏡頭設計表-----41
表3-4.6 高知名度、情節連結度低的鏡頭設計表-----42
表3-4.7 低知名度、情節連結度高的鏡頭設計表-----43
表3-4.8 低知名度、情節連結度低的鏡頭設計表-----44
表4-4.1 各組樣本數統計-----49
表4-1.2 受測樣本背景統計表-----49
表4-1.3 受測樣本語言學習雜誌指用狀況-----50
表4-3.1 操弄性檢定-品牌知名度成對檢定-----51
表4-4.1 罐裝飲料類產品類別回憶次數表-----52
表4-4.2 金融類產品類別回憶次數表-----52
表4-4.3 糖果類產品類別回憶次數表-----53
表4-4.4 語言學習雜誌類產品類別回憶次數表-----53
表4-4.5 罐裝飲料類品牌名稱回憶次數表-----54
表4-4.6 金融類品牌名稱回憶次數表-----54
表4-4.7 糖果類品牌名稱回憶次數表-----54
表4-4.8 語言學習雜誌類品牌名稱回憶次數表-----55
表4-4.9 語言學習雜誌類品牌辨識度次數表-----56
表4-4.10 品牌回憶度Logit模型-飽和模式與無交互作用模式-----58
表4-4.11 品牌回憶度Logit模型-飽和模式與無交互作用模式比較-----58
表4-4.12 品牌回憶度Logit模型-飽和模式與無三階交互作用模式-----59
表4-4.13 品牌回憶度Logit模型-飽和模式與無三階交互作用模式比較-----59
表4-4.14 品牌回憶度Logit模型-取兩個二階交互作用模式-----59
表4-4.15 品牌回憶度Logit模型-二階交互作用比較（取兩個二階交互作用）-----60
表4-4.16 品牌回憶度Logit模型-取一個二階交互作用模式-----60
表4-4.17 品牌回憶度Logit模型-二階交互作用比較（取一個二階交互作用）-----61
表4-4.18 品牌回憶度Logit模型-二階交互作用與無交互作用模式比較-----61
表4-4.19 品牌回憶度Logit模型最適模式參數估計表-----61
表4-4.20 品牌辨識度Logit模型飽和模式與無交互作用模式-----62
表4-4.21 品牌辨識度Logit模型-飽和模式與無交互作用模式比較-----62
表4-4.22 品牌辨識度Logit模式-飽和模式與無三階交互作用模式-----63
表4-4.23 品牌辨識度Logit模式-飽和模式與無三階交互作用模式比較-----64
表4-4.24 品牌辨識度Logit模式-取兩個二階交互作用模式-----64
表4-4.25 品牌辨識度Logit模式-二階交互作用比較（取兩個二階交互作用）-----64
表4-4.26 品牌辨識度Logit模型-取一個二階交互作用模式-----65
表4-4.27 品牌辨識度Logit模型-二階交互作用比較（取一個二階交互作用）-----65
表4-4.28 品牌辨識度Logit模型-二階交互作用與無交互作用模式比較-----66
表4-4.29 品牌辨識度Logit模型最適模式參數估計表-----66
表4-4.30 各組品牌態度平均數與標準差-----67
表4-4.31 品牌態度差異檢定結果表-----67
表4-4.32 本研究檢定結果總表-----69
圖目錄
圖1-3.1 研究流程圖-----5
圖2-1.1 產品置入架構圖-----8
圖2-2.1 溝通過程的要素-----13
圖2-3.1 故事結構法-----18
圖2-4.1 品牌知名度金字塔-----21
圖2-5.1 廣告干擾的三構面-----24
圖3-3.1 本研究架構圖-----31
圖4-4.1 置入產品知名度高下，置入數目和情節連結度對品牌態度的交互作用-----68
圖4-4.2 置入產品知名度低下，置入數目和情節連結度對品牌態度的交互作用-----68 |
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| Description: | 碩士
國立政治大學
科技管理研究所 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#A2010000389 |
| Data Type: | thesis |
| Appears in Collections: | [科技管理研究所] 學位論文
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