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    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/29872
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/29872


    Title: 探討產品置入使用不同電子媒介與置入方式對置入效果之影響
    Authors: 陳怡君
    Contributors: 洪順慶
    陳怡君
    Keywords: 產品置入
    置入媒介
    置入方式
    置入效果
    劇情喜愛程度
    產品置入接受度
    Date: 2006
    Issue Date: 2009-09-11 16:46:16 (UTC+8)
    Abstract: 近幾年來,產品置入之行銷手法開始大行其道,除了電影之外,在各種型態的電視節目中,尤其是戲劇類節目,隨著偶像劇的熱潮,也常常出現劇中人物的對話內容穿插著產品訊息的情形,鏡頭也常常帶到商品或品牌的特寫,讓觀眾在收看節目時,同時達到廣告宣傳的效果。
    然而,過去對產品置入效果之研究,大多均選擇單一電子媒體作為置入媒介,顯少出現比較性的研究。因此,本研究欲利用產品置入方式之差異,分析當使用不同電子媒介來進行產品置入時,對置入效果之影響,並進一步探討觀眾對影片劇情喜愛程度對置入效果及產品置入接受度之影響程度,而本研究所稱之置入效果,主要包括了品牌回憶度、品牌態度與購買意願三個衡量變數。
    研究結果發現置入媒介與置入方式僅對於置入效果中之品牌回憶度有顯著影響,即當產品置入方式為視覺與聽覺並行置入時,產品置入電視劇相較於產品置入電影,對觀眾而言會有較佳的回憶度,但對於品牌態度與購買意願之影響不顯著,而劇情喜愛程度對於置入效果與產品置入接受度之影響亦呈現不顯著的情形。
    Reference: 英文部分
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    中文部分
    1. 丁源宏(2000),「不同媒介特性、廣告訴求與產品涉入度對於廣告效果影響之探討-比較平面媒體與網際網路」,國立中山大學傳播管理研究所,碩士論文。
    2. 李廷妍(2003),「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」,國立政治大學國貿研究所,碩士論文。
    3. 吳佳倫(2003),「電影中的商品置入式廣告探討」,國立台灣藝術大學應用媒體藝術研究所,碩士論文。
    4. 吳家州(2002),「產品置入之行銷溝通效果研究」,國立政治大學科技管理研究所,碩士論文。
    5. 何昭賢(2000),「產品屬性、訊息來源對廣告溝通效果之影響」,東吳大學企業管理研究所,碩士論文。
    6. 阮睿祥(2005),「置入節目、置入方式與情節連結度對產品置入效果之影響:媒體內容涉入調和效果之探討」,元智大學國際企業學系研究所,碩士論文。
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    9. 林瑞瑞(2001),「媒介、消費與認同:台灣青少年收看日本偶像劇之效果研究」,世新大學傳播研究所,碩士論文。
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    16. 郭馨憶(2005),「不同涉入程度下產品置入廣告效果之研究」,國立台北大學企業管理學系研究所,碩士論文。
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    25. 鄭自隆(2003),「媒體話題-置入式行銷不是毒蛇猛獸」,動腦雜誌, 324,70。
    26. 劉玫伶(2002),「Research on Subliminal Advertising-Take Product Placement for Example」,國立成功大學企業管理研究所,碩士論文。
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    28. 劉家榮(2004),「置入式廣告與一般廣告對廣告溝通效果的影響」,東吳大學國貿研究所,碩士論文。
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    網站部分
    1. EICP東方消費者行銷資料庫
    2. 日劇電車男網站,http://japan.videoland.com.tw/channel/densha/
    3. 電影電車男中文官方網站,http://www.lsmovie.com.tw/denshaotoko/
    Description: 碩士
    國立政治大學
    企業管理研究所
    93355031
    95
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0093355031
    Data Type: thesis
    Appears in Collections:[企業管理學系] 學位論文

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