Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/59202
|
| Title: | 產品涉入度及置入形式對偶像劇 置入性行銷效果之影響
The study on the effectiveness of product involvement and product placement on television drama |
| Authors: | 沈曉翠 |
| Contributors: | 賴建都
沈曉翠 |
| Keywords: | 置入形式
涉入度
眼動實驗
product placement
involvement
eye tracking |
| Date: | 2012 |
| Issue Date: | 2013-09-02 15:07:46 (UTC+8) |
| Abstract: | 2012年9月，NCC終於初步解禁置入性行銷，並公布有關於電視節目置入的暫行條款。事實上，美日等先進國家之置入性行銷早已成熟，韓國政府也鼓勵韓國企業進行置入，以資助影視產業的發展，而台灣雖然過去已有業者進行置入性行銷，但囿於法令限制，在置入性行銷的發展仍是相當遲緩的，也因此，台灣在影視產業一直得不到到足夠的資金去拍攝優質影片。
幸好，目前政府已逐步開放置入性行銷，不過目前國內廠商對於置入性行銷收費標準仍然相當混亂，因此，本研究期盼能透過釐清各置入點之效果以提供國內廠商收費的參考指標。過去研究置入性行銷效果多以問卷方式調查，然而使用問卷方式調查會有事後回憶誤差等問題，本研究採用眼動儀來直接測量受測者之收視過程，紀錄受測者之眼球掃視軌跡以及凝視個數、凝視時間，輔以問卷測量消費者之回憶度、辨識度、品牌態度以及購買意願，以更嚴謹的方式找出最佳置入點。
本研究參考過往文獻，找出涉入度以及置入手法兩個自變項，確認涉入度與置入手法對於消費者在觀看戲劇時是否有不同的感受，怎麼樣的情形置入效果會最佳。
研究以實驗法進行，自變項為涉入度以及置入手法，因此本研究將受測者分為高涉入度顯性、高涉入度隱性、低涉入度顯性、低涉入度隱性共四組。研究結果發現，顯性置入與隱性置入在受測者回憶度上有顯著的差別，且在隱性置入的情況，低涉入度的產品相較於高涉入度的產品更容易被忽略。
研究也發現，受測者在觀賞戲劇時，影響置入效果最大的因素是置入產品與劇情的相關性，其餘的影響因素還有大小、顏色、位置、競爭等要素， 建議未來廠商在進行置入時可依據本身產品特性並考慮各種影響因素，以達到最佳置入效果。
Because of our government’s restriction, in the past few years, product placement has always been a debated issue. Due to these restrictions, our TV and movie industries are always lack of funding to produce high quality content. Fortunately, on 2012 August, NCC finally agreed gradually deregulation. However, our development of product placement still falls behind other countries and the charging standard is still in a mess.
In order to provide domestic firms a charging reference, we started this research, hoping to understand the effect of every location. Instead of using questionnaire as our only measurement, we also use eye tracking to help us understand the effect more clearly.
According to the references, we found out product placement and involvement as our independent variables and divided our subjects to four groups. Those are high involvement explicit, low involvement explicit, high involvement implicit and low involvement implicit.
The research outcome shows that different location would bring to significantly different degree of recall. People who were exposure to the explicit drama clip would have higher degree of recall than those who were exposure in the implicit drama clip. And we also found out that if our product was a low involvement product, the product would not be noticed especially in the implicit drama clip.
We also found that when people saw a drama, the most important factor to affect their memory was the product’s connection with the plot. Other factors were color, size, placement and competition. We suggested that when domestic firms want to make a product placement, they could consider their own product’s attribute and all these factors together to make the best product placement effect. |
| Reference: | 中文部分
王麗婷. (2010). 社交網站應用程式中產品置入型式與品牌知覺之關聯研究—以網路沈浸為中介變數. 碩士, 淡江大學, 新北市. Retrieved from http://ndltd.ncl.edu.tw/cgi-bin/gs32/gsweb.cgi?o=dnclcdr&s=id=%22098TKU05323050%22.&searchmode=basic
伊彬, & 林演慶. (2006). 視覺影像處理之眼球運動相關研究探討 (Vol. 11): 中華民國設計學會.
余佩芬. (2005). 遊戲式廣告產品置入型式與遊戲環境呈現方式對廣告溝通效果影響之探討. 碩士, 國立東華大學, 花蓮縣. Retrieved from http://ndltd.ncl.edu.tw/cgi-bin/gs32/gsweb.cgi?o=dnclcdr&s=id=%22093NDHU5121059%22.&searchmode=basic
吳智鴻, 劉長儒, 曾奕霖, & 徐日薇. (2012). 結合眼動與腦波之注意力指標建構iPad電子書最佳色彩配置. [Combined Attention Features of Eye Tracking and Brain Wave to Construct the Optimal Color Allocation for iPad Electronic Book]. 聯大學報, 9(1), 199-215.
巫喜瑞, & 梁榮達. (2007). 產品置入策略與置入溝通效果間關係之研究. [The Impact of Product Placement on Placement Communication Effects]. 中華傳播學刊(12), 131-164.
李廷妍. (2002). 探討產品置入對消費者態度與購買意願之影響─以韓國手機置入韓劇為例. 碩士, 國立政治大學. Retrieved from http://thesis.lib.nccu.edu.tw/record/#G0090351041%22.
林恒如. (2005). 產品置入對品牌回憶度、品牌辨識度、品牌態度及購買意願之影響─以台灣電視台偶像劇為例. 臺灣大學國際企業學研究所學位論文, 碩士, 1-80.
徐振興, & 黃甄玉. (2005). 產品訊息疑似置入電視偶像劇之研究. [A Study of Product Information Suspiciously Embedded in Television Trendy Drama]. 中華傳播學刊(8), 65-114.
張信賢. (2006). 汽車特徵意象及其在視覺上的認知研究 (Vol. 碩士): 成功大學.
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. 碩士, 國立中正大學, 嘉義縣. Retrieved from http://ndltd.ncl.edu.tw/cgi-bin/gs32/gsweb.cgi?o=dnclcdr&s=id=%22095CCU05438017%22.&searchmode=basic
陳卉茹. (2009). 影響置入性網路廣告效果之研究. 碩士, 中原大學. Available from Airiti AiritiLibrary database.
陳森諒. (2003). 產品置入對消費者態度與購買意願之影響 --以美國影集「慾望城市」為例. 碩士, 銘傳大學, 台北市. Retrieved from http://ndltd.ncl.edu.tw/cgi-bin/gs32/gsweb.cgi?o=dnclcdr&s=id=%22092MCU05457003%22.&searchmode=basic
曾必芬. (2005). 不同置入方式對產品置入溝通效果之影響. 碩士, 臺灣大學. Available from Airiti AiritiLibrary database.
黃子潔, & 賴建都. (2008). 部落格廣告以代言人表現模式之溝通效果研究. [The Study on the Advertising Effects of Using Celebrity Endorsement on the Web Blog]. 廣告學研究(30), 1-33.
楊秀敏. (2004). 線上遊戲產品置入傳播效果研究:以線上遊戲創作「kuso世代｣為例. 碩士, 國立政治大學, 台北市. Retrieved from http://ndltd.ncl.edu.tw/cgi-bin/gs32/gsweb.cgi?o=dnclcdr&s=id=%22092NCCU5471011%22.&searchmode=basic
蔡季綾. (2005). 產品置入型態與置入效果、品牌態度間關係之研究--以產品涉入度與年齡為干擾變數. 碩士, 成功大學. Available from Airiti AiritiLibrary database.
蔡國隆. (2005). 電影中概念車產品置入之品牌態度效果研究. 碩士, 國立中正大學, 嘉義縣. Retrieved from http://ndltd.ncl.edu.tw/cgi-bin/gs32/gsweb.cgi?o=dnclcdr&s=id=%22093CCU05121031%22.&searchmode=basic
黎佩芬, & 賴建都. (2011). 網路重度使用者對網頁訊息認知與瀏覽模式之研究－以台灣購物網站商品訊息呈現為例. [Eye Tracking Study on the Internet Heavy Users` Cognitive Processing of Information and Navigational Patterns of Online Shopping Websites in Taiwan]. 電子商務學報, 13(3), 517-553.
鍾佩玲. (2008). 線上產品置入及行銷溝通效果之研究-以網路相簿為例. 碩士, 臺灣大學. Available from Airiti AiritiLibrary database.
鍾政勳. (2008). 分析眼動軌跡以自動量測閱讀理解程度. 碩士, 政治大學. Available from Airiti AiritiLibrary database.
英文部分
Aaker, D. A. (1991). Managing brand equity: capitalizing on the value of a brand name: Free Press.
Babin, L. A. (1996). Advertising via the Box Office. Journal of Promotion Management, 3(1-2), 31-52. doi: 10.1300/J057v03n01_03
Besprosvan, M. H. a. K. (2008). Where do you really watch when you are seeing? A case in product placement using eye tracking. ESOMAR: Worldwide Multi Media Measurement (WM3), Budapest, June 2008.
Cowley, E., & Barron, C. (2008). WHEN PRODUCT PLACEMENT GOES WRONG: The effects of Program Liking and Placement Prominence. Journal of Advertising, 37(1), 89-98. doi: 10.1002/mar.20025.
d`Astous, A., & Seguin, N. (1999). Consumer reactions to product placement strategies in television sponsorship. European Journal of Marketing, 33(9/10), 896-910.
Dodds, W., Monroe, K., & Grewal, D. (1991). Effects of Price, Brand, and Store Information on Buyers` Product Evaluations. Journal of Marketing Research, 28(3), 307-319. doi: citeulike-article-id:6102041doi: 10.2307/3172866
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1990). Consumer behavior: Dryden Press.
Franco-Watkins, A. M., & Johnson, J. G. (2011). Decision moving window: using interactive eye tracking to examine decision processes. Behavior Research Methods (Online), 43(3), 853-863. doi: 10.1037/0033-2909.124.3.372
Garza, I. (2009). Eye tracking - Beyond qualitative techniques. ESOMAR: Worldwide Media Measurement, Stockholm, May 2009.
Gould, S. J., & Gupta, P. B. (2006). "COME ON DOWN": How Consumers View Game Shows and the Products Placed in Them. Journal of Advertising, 35(1), 65-81.
Gupta, P. B., & Lord, K. R. (1998). Product Placement in Movies: The Effect of Prominence and Mode on Audience Recall. [Article]. Journal of Current Issues & Research in Advertising (CTC Press), 20(1), 47.
Hudson, S., Hudson, D., & Peloza, J. (2008). Meet the Parents: A Parents` Perspective on Product Placement in Children`s Films. Journal of Business Ethics, 80(2), 289-304. doi: http://dx.doi.org/10.1007/s10551-007-9421-5
Huey, E. B. (1908). The Psychology and Pedagogy of Reading: With a Review of the History of Reading and Writing and of Methods, Texts, and Hygiene in Reading: Macmillan.
Just, M. A., Carpenter, P. A., & Psychology, C.-M. U. D. o. (1976). The Role of Eye-fixation Research in Cognitive Psychology: Carnegie-Mellon University, Department of Psychology.
O`Regan, J. K., & Levy-Schoen, A. (1987). Eye movements: from physiology to cognition : selected/edited proceedings of the Third European Conference on Eye Movements, Dourdan, France, September 1985: North-Holland.
Radach, R., Hyona, J., & Deubel, H. (2003). The Mind`s Eye: Cognitive and Applied Aspects of Eye Movement Research: Elsevier Science.
Rayner, K. (1998). Eye movements in reading and information processing: 20 years of research. Psychological bulletin, 124(3), 372-422. doi: citeulike-article-id:762638
RUSSELL, & Antonia, C. (2002). Investigating the effectiveness of product placements in television shows: The role of modality and plot connection congruence on brand memory and attitude (Vol. 29). Chicago, IL, ETATS-UNIS: University of Chicago Press.
Solso, R. L. (2003). The Psychology of Art and the Evolution of the Conscious Brain: Mit Press.
Steortz, E. M. (1987). The Cost Efficiency and Communication Effects Associated with Brand Name Exposure Within Motion Pictures: West Virginia University.
Sukki, Y., Yung Kyun, C., & Sujin, S. (2011). WHEN INTRUSIVE CAN BE LIKABLE. [Article]. Journal of Advertising, 40(2), 63-75.
Susan Chang, J. N. a. C. T. S. (2009). Product placement in entertainment media: proposing business process models. International Journal of Advertising: Vol. 28, No. 5, 2009.
Taejun (David) Lee, Y. S. a. S. M. C. (2011). Young adults` responses to product placement in movies and television shows: A comparative study of the United States and South Korea. International Journal of Advertising: Vol. 30, No. 3, 2011.
Thorson, E., & Moore, J. (1996). Integrated communication: synergy of persuasive voices : 11th Annual advertising and consumer psychology conference : Papers: Taylor & Francis Group.
Underwood, G. D. M. (1998). Eye Guidance in Reading and Scene Perception: Elsevier.
Wedel, M., & Pieters, R. (2008). Eye Tracking for Visual Marketing: Now Publishers.
Williams, K., Petrosky, A., Hernandez, E., & Page, J. R. (2011). Product placement effectiveness: revisited and renewed. [Article]. Journal of Management & Marketing Research, 7, 1-24.
Yarbus, A. L. (1976). Eye movements and vision: Plenum. New York. |
| Description: | 碩士
國立政治大學
新聞研究所
100451013
101 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0100451013 |
| Data Type: | thesis |
| Appears in Collections: | [新聞學系] 學位論文
|
Files in This Item:
| File |
Description |
Size | Format | |
|---|
| 101301.pdf | | 1966Kb | Adobe PDF2 | 636 | View/Open | | 101302.pdf | | 1966Kb | Adobe PDF2 | 301 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
