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    题名: 好笑就不反感了嗎？幽默置入的效果研究——以網絡自製節目「奇葩說」為例
    Research on the effect of humor in product placement - Take an online program as an example
    作者: 俞秋豔
    Yu, Qiu-Yan
    贡献者: 林芝璇
    俞秋豔
    Yu, Qiu-Yan
    关键词: 置入行銷
    顯著度
    幽默
    認知需求
    廣告效果
    日期: 2018
    上传时间: 2018-11-09 15:59:24 (UTC+8)
    摘要: 過去有關置入行銷的研究主要涉及電視電影或網絡遊戲，本研究嘗試探討在網絡自製綜藝中的置入。主要探究在網絡自製綜藝中置入的顯著度是否會影響品牌置入的記憶、態度及行為，以及幽默訴求是否會影響置入顯著度的廣告效果，並以認知需求作為研究的調節變項。
    本研究採用2（置入顯著度：顯著置入/隱約置入）×2（幽默：有幽默/無幽默）×2（認知需求：高認知需求/低認知需求）的多因子實驗設計。研究結果發現在網絡自製綜藝中採用低熟悉度的品牌時，顯著置入會產生較高的品牌記憶度，對品牌態度和購買意願無影響；幽默訴求會提高不同顯著度置入的品牌記憶度，對品牌態度和購買意願影響不顯著；認知需求不存在調節作用。
    參考文獻: 〈中國互聯網絡發展狀況統計報告〉（2018年3月5日）。取自中國互聯網絡信息中心網頁http://www.cnnic.net.cn/hlwfzyj/hlwxzbg/
    〈奇葩說廣告收入破億成風口標桿，創新互聯網綜藝紀錄〉（2015年6月15日）。取自愛奇藝網頁 http://www.iqiyi.com/common/20150616/934aea404f75f6bb.html
    李翔（2012）。〈 從視頻集納到自我產制:中國網絡電視節目自制現象研究〉，《新聞 界》，14：44-47。
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    吳長生、林聖傑 （2013）。〈產品置入型態之置入效果研究 :幽默場景之干擾角色〉，《管理與資訊學報 》，18：1-27.
    唐亞新（2013）。〈 視頻網站自制節目對傳統電視節目的影響——以優酷網自制節目為例〉，《 新聞世界》，5：133-134。
    高泉豐（1994）。〈認知需求的概念與測量〉，《中華心理學刊》，36：1-20。
    徐帆（2012）。〈從UGC到PGC：中國視頻網站內容生產的走勢分析〉，《 中國廣告》，2： 55-57。
    許安琪（2005）。〈 置入？植入？製入？智入？從多元面向觀點檢視置入性行銷〉，《中華傳播學刊》，8：161-178。
    莊若江（2013）。〈 網絡自制劇的崛起、發展與跨媒介傳播〉，《現代傳播（中國傳媒大學學報）》，35（6）：75-78。
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    羅攀（2016年5月04日）。〈2016年網絡自制節目起航，純網綜藝持續發力〉，《中國網》，取自 http://www.chinanews.com/yl/2016/05-04/7857167.shtml

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    描述: 碩士
    國立政治大學
    傳播學院傳播碩士學位學程
    105464073
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0105464073
    数据类型: thesis
    DOI: 10.6814/THE.NCCU.COMM.039.2018.F05
    显示于类别:[傳播學院傳播碩士學位學程] 學位論文

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