政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/101045

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/101045

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政大機構典藏 > 傳播學院 > 廣告學系 > 學位論文 > Item 140.119/101045

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題名:	邊看邊買—戲劇置入與橫幅廣告相關性研究 What you see is what you get.The Effect of Congrency between Product placement and Banner
作者:	謝諭宣 Hsieh, Yu Hsuan
貢獻者:	張郁敏 Chang, Yu Min 謝諭宣 Hsieh, Yu Hsuan
關鍵詞:	相關性研究期望度戲劇置入橫幅廣告邊看邊買 congruency expectancy product placement banner What you see is what you get
日期:	2016
上傳時間:	2016-09-01 23:31:26 (UTC+8)
摘要:	在現今數位科技發達的現代，隨著網路的發展深入人們的生活，消費娛樂媒介的方式也變得更加多元，以往必須要在電視機前才能收看的戲劇、電影以及綜藝節目，也越來越多人轉為在線上收看。而在觀看線上戲劇通常會出現兩種型態的廣告，一種是廣告主與戲劇節目合作的戲劇置入廣告，另一種則是廣告主在網路播放平台商（如Youtube）上推播的廣告。這兩類型態的廣告大多各自發展，彼此沒有關聯。但近年來，新型態橫幅廣告開始發展，在戲劇節目中出現置入商品時，平台商也於畫面下方也同時推播該置入商品之橫幅廣告。為了解此新型態橫幅廣告之傳播效果，本研究以戲劇置入以及橫幅廣告作為研究對象，使用相關性研究理論之概念來了解新型態橫幅廣告與傳統橫幅廣告的的效果差異以及其在不同置入形式上效果是否有所不同。本研究使實驗法，招募80名政治大學非傳播學院之在學生進行研究，研究結果發現新型態橫幅廣告比起傳統橫幅廣告，確實會產生較低的期望度，但期望度的中介效果皆未見顯著。而置入形式與期望度僅有在品牌態度上有顯著交互作用。但值得一提的是，在不考慮期望度的影響下，新型態橫幅廣告比起傳統橫幅廣告確實使消費者產生較好的品牌回想以及橫幅廣告態度。
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描述:	碩士國立政治大學廣告學系 102452010
資料來源:	http://thesis.lib.nccu.edu.tw/record/#G1024520104
資料類型:	thesis
顯示於類別:	[廣告學系] 學位論文

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