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    Title: 探討產品置入對消費者態度與購買意願之影響─以韓國手機置入韓劇為例
    Authors: 李廷妍
    Lee Cheng Yen
    Contributors: 邱志聖 博士
    Jyh-shen Chiou
    李廷妍
    Lee Cheng Yen
    Keywords: 產品置入
    計劃行為理論
    態度
    購買意願
    連續劇
    認同
    認知
    群體規範
    知覺行為控制
    Date: 2002
    Issue Date: 2009-09-11 17:04:22 (UTC+8)
    Abstract: 論文摘要內容

    近年來,廠商與廣告人員試圖採用另一種有別於傳統宣傳模式的方法將產品或品牌以較自然的、較不易被察覺的宣傳方式影響消費者,將產品「置入」在電影之中,稱為「產品置入」(Product Placement)。

    本研究欲探討可能影響消費者對於「產品置入」的態度以及未來購買意願的變數,透過電視節目媒體的影響,消費者對該節目的情節、角色的喜好程度、對產品的認知與「產品置入」的態度之間是否有關係,以及是否會影響未來購買的意願,並以計劃行為理論為基礎探討其他影響因素,包括群體規範、知覺行為控制等。

    研究結果發現當廠商運用產品置入的方式來宣傳其產品時,消費者(觀眾)會因為劇情影響到消費者對於置入的產品的態度,消費者對產品的態度除了會受到消費者本身對產品認知的影響,也會因為對劇中產品使用的明星認同感越高,對置入的產品會有越好的態度。態度會進而影響消費者對置入在劇中的產品之購買意願,此購買意願亦會受群體規範影響,不過本研究發現消費者的知覺行為控制力在本研究架構下對於購買意願的影響不顯著。
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    Description: 碩士
    國立政治大學
    國際經營與貿易研究所
    90351041
    91
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0090351041
    Data Type: thesis
    Appears in Collections:[國際經營與貿易學系 ] 學位論文

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