目前網路科技發展快速，數位匯流開啟了行動影音世代，影音內容除了可以從傳統媒體播出之外，也跨平台延伸至行動載具。媒體資訊的易得性使得戲劇與現代人之間的關係越來越緊密，更加深了戲劇置入中龐大的商機。此外，粉絲經濟也是近年來十分重要的效益來源，不論是粉絲龐大的消費力抑或是迷群群體特有的行為展演，不論對於業界或是學界，都是一項奇特且值得深究的議題。
本文以偶像依戀作主軸，結合依戀理論與社會比較理論，檢視女性觀眾的偶像依戀對戲劇中置入產品的態度與後續購買意願之影響，此外，也檢測觀眾的依戀風格類型、偶像的性別以及置入情境差異對於偶像依戀效果之干擾。研究以準實驗法進行，給予受測者真實戲劇置入片段作為刺激後透過問卷蒐集各變數資料。研究的重要發現為：(1)偶像依戀會提升購買意願，且透過產品態度所正向中介。(2)產品置入於非浪漫情境時，同性偶像 (vs. 異性) 會強化偶像依戀對置入產品態度的正向影響；置入於浪漫情境時，則是異性偶像 (vs. 同性) 更加強化。(3)浪漫的置入情境 (vs. 非浪漫) 會強化偶像依戀對置入產品態度的正向影響。(4)癡迷型 (vs. 安全型) 的偶像依戀對置入產品態度的正向影響是更強的。(5)當產品由同性偶像做置入時，癡迷型 (vs. 安全型&疏離型) 的偶像依戀對產品態度的正向影響是更強的。(6)當產品由異性偶像置入且於浪漫情境時 (vs. 非浪漫) 會強化偶像依戀對產品態度的正向影響；同性偶像置入時則不受情境影響。
本研究結果在理論層面，可對偶像依戀、依戀理論、社會比較理論以及置入性行銷的研究帶來擴展；實務層面除了可以給予品牌端、影視製作端設計置入畫面時實質的建議外，也可將研究發現應用於偶像相關的線上線下活動作品規劃，不論是偶像經紀方或是品牌業者都可以加以參考。

The rapid development of internet technology has ushered in the era of digital media streaming, bringing content to end users via traditional media as well as mobile platforms. The widespread availability of media content has changed the way we entertain ourselves and made tremendous business opportunities in the drama business industry. In addition, the fan economy is also a very important source of income for content makers and artists in recent years. Regardless of the huge spending power of fans or the unique behavioral performances of fan groups, it is a novel and worthy topic for the industry and the academia alike.
This study discusses the topic of idol attachment, combining attachment theory with social comparison theory to examine how idol attachment of female audience affects the attitudes and purchase intention towards a product placed in a drama, and how the different types of attachment style, gender of idol, and product placement scenarios moderate the idol attachment effect. The research utilizes a quasi-experimental design in which subjects are given real dramas video clips as stimuli, and data on various variables are collected through questionnaires. The results of the study were as follows.
1. Idol attachment could improve female audience’s purchase intention, and the effect was positively mediated by product attitudes.
2. When the product was placed in a non-romantic scenario, same-sex idols (vs. opposite sex) would strengthen the positive effect of idol attachment on the attitudes towards the placed product; whereas in a romantic situation, the opposite-sex idols (vs. same-sex) would strengthen the positive effect of idol attachment on the attitudes towards the placed product.
3. A romantic (vs. non-romantic) scenario reinforced the positive effect of idol attachment on the attitudes towards the placed product.
4. The positive effect of preoccupied idol attachment on the attitudes towards the placed product was stronger than that of secure one.
5. When the product was placed by same-sex idols, the positive effect of preoccupied idol attachment on the attitudes towards the placed product was stronger than that of secure and dismissing one.
6. The positive effect of idol attachment on the attitudes towards the placed product was reinforced when the product was placed by opposite-sex idols in a romantic (vs. non-romantic) scenario; a romantic (vs. non-romantic) scenario did not moderate the idol attachment effect when the product was placed by same-sex idols.
The results of this study have theoretical contributions to cross-discipline research on idol attachment, attachment theory, social comparison theory, and product placement. At the practical level, the findings can offer suggestions to brands and film/TV producers on product placement design, and they could also be applied to the planning of online and offline activities related to idols. Both idol management companies and brand owners could refer to the results.

論文審定書 i
致謝 ii
中文摘要 iii
Abstract iv
目錄 vi
圖次 viii
表次 ix
第一章、緒論 1
第一節、研究背景 1
第二節、研究動機 5
第三節、研究問題 9
第四節、研究目的 9
第五節、研究範圍 10
第二章、文獻回顧 12
第一節、戲劇中產品置入相關研究 12
一、產品置入 (Product Placement) 12
二、置入情境 14
三、置入中的人物性別 15
第二節、依戀 16
一、依戀理論 (Attachment Theory) 16
二、偶像依戀（Idol Attachment） 21
三、其他依戀研究 23
第三節、社會比較下的羨慕嫉妒 27
第三章、研究架構與假說 29
第一節、研究架構 29
第二節、偶像依戀對置入產品的態度與購買意願的影響 29
第三節、偶像性別的干擾效果 31
第四節、產品置入情境的干擾效果 33
第五節、觀眾依戀風格的干擾效果 35
第六節、性別和置入情境的聯合干擾 37
第四章、實驗內容 39
第一節、研究方法 39
一、樣本與實驗設計 39
二、實驗刺激與前測 40
第二節、預試 57
一、預試實驗程序 58
二、預試變數衡量 60
三、預試結果分析 64
第三節、正式實驗 77
一、實驗程序 80
二、變數衡量 82
三、分析方法 86
第四節、正式實驗結果分析 87
一、研究樣本組成 87
二、變數之平均數、標準差及信度分析結果 89
三、操弄性檢驗 90
四、假說驗證 91
五、討論 117
第五章、結論與建議 119
第一節、研究發現 119
第二節、研究意涵 127
一、理論意涵 127
二、實務意涵 132
第三節、研究限制與未來研究方向 137
一、研究限制 137
二、未來研究方向 138
參考文獻 142
附錄 162
附錄一、前測問卷：以《女神降臨》為例 162
附錄二、預試問卷：以《女神降臨》影片1為例 167
附錄三、正式問卷：以《女神降臨》影片1為例 176

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