Responsive image
博碩士論文 etd-0605118-014529 詳細資訊
Title page for etd-0605118-014529
論文名稱
Title
置入性行銷的「糖衣陷阱」— 探討擬社會互動與情節連結如何調節知覺真實性的中介效果
The Sugar-Coat Trap of the Product Placement — Examining How Parasocial Interaction and Plot Connection Moderate the Mediator Effects of Perceived Reality
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
125
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2018-05-23
繳交日期
Date of Submission
2018-07-05
關鍵字
Keywords
擬社會互動、置入性行銷、說服知識、置入顯著性、情節連結、知覺真實性
parasocial interaction, persuasion knowledge, product placement, perceived reality, the level of prominent, plot connection
統計
Statistics
本論文已被瀏覽 5900 次,被下載 1237
The thesis/dissertation has been browsed 5900 times, has been downloaded 1237 times.
中文摘要
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。
Abstract
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.
目次 Table of Contents
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
參考文獻 References
文化部文化統計影視電視產業趨勢研究調查報告(2014)。取自:file:///C:/Users/cayla/Downloads/2014%E5%B9%B4%E9%9B%BB%E8%A6%96%E7%94%A2%E6%A5%AD%E8%AA%BF%E6%9F%A5%20(1).pdf
文化部影視及流行音樂產業局。黃子佼接台日合作《Kiss Hotel》主持棒。取自:http://tavis.tw/m/404-1000-15895.php
王毓莉(2005)。政府運用「置入性行銷」從事菸害防治工作之初探性研究。中華傳播學刊,8,115-159。
沈金信(2011)。花蓮地區特色民宿顧客知覺真實性對體驗價值及顧客滿意度之影響-劇場理論之觀點。國立東華大學企業管理學系碩士論文。
林睿康(2016年10月26日)。置入性行銷嚴重 NCC開罰「嫁妝」新台幣126萬元。東森新聞雲。取自:ttp://www.ettoday.net/news/20161026/799996.htm
徐振興&黃甄玉(2005)。產品訊息疑似置入電視偶像劇之研究。中華傳播學刊,8,65-114。
耿慶瑞&丁慧瑩&鄭璧嫻(2012)。虛擬角色代言人對網路廣告的影響-擬社會互動與產品涉入的干擾效果。資訊管理學報,19(2),439-473。
國家通訊傳播委員會(無線電視)事業裁處案件(2016)。取自:http://www.ncc.gov.tw/chinese/files/17010/313_36824_170104_1.pdf
張琳禎(2014)。品牌真實性與購買意願關係之研究-以智慧型手機品牌為例。國立台北科技大學技術及職業教育研究所博士論文。
張毓純(2007)。品牌置入類型效果研究—呈現方式,情節連結度對記憶、品牌態度之影響。國立中正大學電訊傳播研究所碩士論文。
黃穎文(2014)。情節連結與角色喜好對戲劇內容之產品置入效果研究。國立交通大學傳播研究所碩士論文。
楊佳純(2010)。一眼瞬間:以內隱記憶探討產品置入效果。犢:傳播與科技,2,4-22。
詹恩奇(2002)。置入性行銷、擬社會互動與廣告訴求對於廣告效果之影響。實踐大學企業管理研究所碩士論文。
蔣安國&蘇文彬(2006)。台灣電視節目置入性行銷廣告效果之研究。傳播管理學刊,7(3),1-20。
簡妙如(2008)。全球化的「更真實」狂熱:真人實境節目的心理技術。新聞學研究,94,1-60。
藍三印&羅文坤(1978)。廣告心理學。台北:天馬
LINE(2014,April 2). LINE Surpasses 400 Million Registered Users. Re: https://linecorp.com/en/pr/news/en/2014/714
Bodine, B.M.(2012). Exploring parasocial interaction in college students as a multidimensional construct: Do personality interpersonal need, and television motive predict their relationships with media characters? Psychology of Popular Media Culture, 1(3), 185–200. doi: 10.1037
Brehm, & Jack, W. (1989). Psychological reactance: Theory and applications.Advances in Consumer Research,16(1),72-75.
Bruhn, M., Schoenmüller, V., Schäfer, D., & Heinrich, D.(2012). Brand authenticity: Towards a deeper understanding of its conceptualization and measurement. Advances in Consumer Research,40, 567-576
Caldiero, C.(2004). The psychology of entertainment media: Blurring the lines between entertainment and persuasion. Public Relations Review, 30(2),239-241.doi:10.1016/j.pubrev.2004.02.010
Chaudhuri, A.,& Holbrook, M.B.(2001). The chain of effects from brand trust and brand affect to brand performance: The role of loyalty. Journal of Marketing, 65(2), 81-93.
Cauberghe, V., &De Pelsmacker, P.(2010) Advergames: the impact of brand prominence and game repetition on brand responses. Journal of
Advertising,39(1),5-18, doi:10.2753/JOA0091-3367390101
Cowley, Elizabeth, &Barron, C. (2008). When product placement goes wrong.Journal of Advertising, 37 (1), 89-98.
d’Astous, A., & Seguin, N. (1999). Consumer reactions to product placement strategies in television sponsorship. European Journal of Marketing, 33(9/10),896-910.
Deighton, J.; Romer, D.; &Mcqueen, J.(1989). Using drama to persuade. Journal of Consumer Research,16(3), 335-343.
Dens, N., De Pelsmacker, P., Wouters, M., & Purnawirawan, N.(2012). Do you like what you recognize? The effects of brand placement prominence and movie plot
connection on brand attitude as mediated by recognition. Journal of Advertising, 41(3), 35-53
Dibble J.L., Hartmann, T, & Rosaen S.F. (2016). Parasocial interaction and parasocial relationship: Conceptual Clarification and a critical assessment of measures. Human Communication Research ,42,21-44.doi:10.1111
Foxall, G.R.(1987)Consumer behavior. Journal of Marketing Management.3(1),105-106.
Friestad, M., & Wright, P.(1994). The persuasion knowledge model: how people cope with persuasion attempts. Journal of Consumer Research,21(1), 1-31.
Garretson, J.A., & Niedrich, R.W.(2004). Spokes-characters. Journal of Advertising, 33(2), 25-36.
Grewal, D., Krishnan, R., Baker, J., & Borin, N.(1998). The effects of store name, brand name and price discounts on consumers' evaluations and purchase intentions. Journal of Retailing,74(3), 331-352.
Gupta, P.B. & Lord, K.R. (1998) Product placement in movies: the effect of prominence and mode on audience recall. Journal of Current Issues & Research in Advertising, 20(1), 47-59. doi:10.1080/10641734. 1998. 10505076.
Hall, A. (2003). Reading realism: Audiences’ evaluations of the reality of media texts.
Journal of Communications,53(4), 624-641.
Hartmann, T.,& Goldhoorn, C.(2011).Horton and Wohl revisited: Exploring viewers' experience of parasocial interaction. Journal of Communication,61(6),1104-1121.doi:10.1111/j.1460-2466.2011.01595.x.
Holger, S., & Johannes, K. (2015). Modeling the Impact of Parasocial Interactions with Media Characters on Brand Placement Effects. Journal of Promotion
Management, 21(5), 548-565. doi: 10.1080/10496491.2015.1055038.
Homer, P. M. (2009). Product placements: the impact of placement type and repetition on attitude. Journal of Advertising, 38(3), 21-31
Kamleitner, B., & Jyote, A.K.(2013). How using versus showing interaction between characters and products boosts product placement effectiveness. International Journal of Advertising, 32(4), 633-653.doi:10.2501
Karrh, J. A. (1998). Brand placement: A review. Journal of Current Issues and Research in Advertising,20(2), 31-49.
Kim, S.J., Lee, J.H., Hwang, Y.R., & Jeong, S.H. (2016). Effects of prominent in-game advertising in mobile media: cognitive, affective, and behavioural outcomes and the moderating role of persuasion knowledge. Int. J. Mobile Communications, 14(3), 203-225.
Lang, A. (2000) The limited capacity model of mediated message processing. Journal of Communication, 50(1), 46-70. doi:10.1093
Lang, A. (2006) Using the limited capacity model of motivated mediated message processing to design effective cancer communication messages. Journal of Communication, 56(1), 57-80. doi:10.1111
Lee, M., & Faber, R.J. (2007). Effects of product placement in on-line games on brand memory: a perspective of the limited-capacity model of attention. Journal of Advertising,36(4), 75-90, doi:10.2753/JOA0091-3367360406
Lu, L.C., Chang, W.P., & Chang, H.H. (2014). Consumer attitudes toward blogger’s sponsored recommendations and purchase intention: The effect of sponsorship type, product type, and brand awareness. Computers in Human Behavior,34(0), 258-266. doi: http://dx.doi.org/10.1016/j.chb.2014.02.007
Nabi, R.L., Biely, E.N., Morgan, S.J. & Stitt, C.R.(2003). Reality based television programming and the psychology of its appeal. Media Psychology,5, 303-330.
Nunnally, J.C, & Bernstein, I.H. (1994) The Assessment of Reliability. Psychometric Theory, 3, 248-292.
Rubin, A. M., Perse, E. M., & Powell, R. A. (1985). Loneliness, parasocial interaction, and local television news viewing. Human Communication Research, 12(2), 155-180.
Russell, C. A. (1998). Toward a framework of product placement: theoretical propositions. Advertising in Consumer Research, 25, 357-362.
Russell, C.A. (2002). Investigating the effectiveness of product placements in television shows: The role of modality and plot connection congruence on brand memory and attitude. Journal of Consumer Research, 29 (3), 306-318.
Russell, C.A. ,& Belch, M. (2005). A managerial investigation into the product placement industry, Journal of Advertising Research, 45(1), 73-92. doi:10.1017/S0021849905050038.
Schneider, L.P., & Cornwell, T.B. (2005). Cashing in on crashes via brand placement in computer games: The effects of experience and flow on memory. International Journal of Advertising, 24(3), 321-343.
Shin, D.H. (2016) Do users experience real sociability through social TV? Analyzing parasocial behavior in relation to social TV. Journal of Broadcasting & Electronic Media,60(1), 140-159.doi: 10.1080/08838151.2015.1127247
van Reijmersdal, E., Smit, E. & Neijens, P. (2010). How media factors affect audience responses to brand placement. International Journal of Advertising, 29(2), 279-301. doi:10.2501/S0265048710201154.
Verhellen, Y., Dens, N. & De Pelsmacker, P. (2016). Do I know you? How brand familiarity and perceived fit affect consumers’ attitudes towards brands placed in movies. Marketing Letters: A Journal of Research in Marketing, 27(3), 461-471.doi: 10.1007/s1100201593470
電子全文 Fulltext
本電子全文僅授權使用者為學術研究之目的,進行個人非營利性質之檢索、閱讀、列印。請遵守中華民國著作權法之相關規定,切勿任意重製、散佈、改作、轉貼、播送,以免觸法。
論文使用權限 Thesis access permission:校內校外完全公開 unrestricted
開放時間 Available:
校內 Campus: 已公開 available
校外 Off-campus: 已公開 available


紙本論文 Printed copies
紙本論文的公開資訊在102學年度以後相對較為完整。如果需要查詢101學年度以前的紙本論文公開資訊,請聯繫圖資處紙本論文服務櫃台。如有不便之處敬請見諒。
開放時間 available 已公開 available

QR Code