戲劇中的置入性行銷是近年來相當常見的一種手法，依據置入方式的不同也會產生不同的效果，巧妙的置入手法較容易會到受觀眾喜愛，進而帶動相關產品的熱賣；而置入手法粗糙便會干擾到電視劇的流暢度，招來觀眾負面評價，對品牌產生較差的態度，究竟怎麼樣的置入才算是巧妙置入？
本研究主要探討置入顯著性對知覺真實性的影響，是否觀眾所知覺到的真實性越高就會對置入產品產生越好的品牌態度、節目態度與購買意願？過去研究指出隱性置入會比顯性入有更佳的廣告效果，但本研究發現顯性置入未必效果真的就會比較差，顯性產品置入透過高情節連結與高擬社會互動的包裝，可以提升觀眾對置入產品的知覺真實性，讓觀眾無法察覺到廣告背後的說服意圖，降低喚醒說服知識的可能性，使觀眾在不知不覺中，掉入置入性行銷的糖衣陷阱，創造出較好的廣告效果。
本篇論文共進行三個研究，前兩個研究採實驗法，進行兩組2x2的組間設計實驗，發現顯性置入會比顯性置入有更高的知覺真實性，且觀眾若有較高的知覺真實性，就會有較好的品牌態度與購買意願。此外，顯性置入可以透過搭配高情節連結或者高擬社會互動，來提升觀眾的知覺真實性，也可以獲得正面的品牌態度與購買意願。最後一個研究則是採問卷調查法，發現顯性產品置入在不同節目類型時，實境節目會比戲劇節目具有更高的知覺真實性與廣告態度。

Product placement in drama has been very common in recent years. There are different effects depending on the method of placement. Ingenious product placements are more popular with the audience and drive the volume of related products. While the rough product placement methods may interfere the fluency of the drama and have negative comments and worse brand attitude from the audience. However, what kind of product placement can be called “ingenious”?
The purpose of the study was to exam the level of prominent on perceived reality; whether the audience perceived the higher reality would have better brand attitude, program attitude, and purchase intention. Previous studies have shown that subtle placement resulted in better advertising effectiveness than prominent placement. Nevertheless, this study found that prominent placement also can result in positive advertising effectiveness. Prominent placement can result in high perceived reality through high plot connection and highly parasocial interaction. It made the audience unable to perceive the persuasive intention behind the advertisement, reduced the possibility of awakening the persuasion knowledge, caused them fall into the the sugar-coat trap of product placement, and had better advertising effectiveness.
There were three studies in this paper. Two quantitative experiments of 2 × 2 between-subjects design were carried out to find that subtle placement will have higher perceived reality than prominent placement, and if the audience have higher perceived reality, the better brand attitude and purchase intention they will have. Besides, prominent placement can have positive brand attitudes and purchase intentions by collaborating with high plot plot connection or parasocial interaction to
enhance audience perceived reality. The last one adopted a questionnaire survey method to find when prominent products were placed in different program types, the reality program will have higher perceived reality and advertising attitude than the drama program.

論文審定書 i
誌謝 ii
中文摘要 iii
英文摘要 iv
壹、 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究問題 4
第四節 研究目的 5
貳、 文獻回顧 6
第一節 置入性行銷 6
第二節 置入顯著性（the level of prominent） 8
第三節 情節連結（plot connection） 9
第四節 擬社會互動（parasocial interaction） 10
第五節 知覺真實性(perceived reality) 11
第六節 節目類型 12
第七節 廣告效果 15
參、 研究架構與假說推論 16
第一節 研究架構 16
第二節 假說推論 16
肆、 研究一 22
第一節 實驗設計 23
第二節 結果分析 28
伍、 研究二 37
第一節 實驗設計 37
第二節 結果分析 43
陸、 研究三 53
第一節 研究方法 53
第二節 結果分析 57
柒、 結論與建議 63
第一節 研究發現與討論 63
第二節 理論意涵 67
第三節 實務意涵 68
第四節 研究限制與未來研究方向 70
參考文獻 40
附錄 78

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