Please use this identifier to cite or link to this item: https://ah.nccu.edu.tw/handle/140.119/125091


Title: 閱聽者與電視劇角色的擬社會互動如何影響角色後續品牌代言的效果
How does Parasocial Interaction between audience and TV drama character affects the effect of the character’s follow-up celebrity endorsement.
Authors: 江芊穎
Chiang, Chien-Ying
Contributors: 張卿卿
Chang, Ching-Ching
江芊穎
Chiang, Chien-Ying
Keywords: 電視劇角色
閱聽者
擬社會互動
品牌自我連結
品牌態度
購買意圖
Date: 2019
Issue Date: 2019-08-07 17:17:44 (UTC+8)
Abstract: 近年來,由於電視劇產業的蓬勃發展,引起了不同的效果產生。像是有愈來愈多人會實際參訪電視劇拍攝的場景、購買電視劇中所置入的產品、購買電視劇角色所代言的品牌等。因此,學術上也愈來愈多人開始研究究竟是甚麼原因促使大眾產生這種行為(Dias et al., 2017; Kim & Kim, 2017, 2018; Kim & Long, 2012)。除此之外,隨著電視劇的熱播,電視劇中的火紅演員也跟著水漲船高,代言的費用也會因為電視劇的加持不斷暴漲(Rui,2018)。而本研究在此趨勢之下,欲探討電視劇角色是如何幫助品牌達成更好的品牌代言效果。
過去研究多以Horton與Wohl(1956)所提出的「擬社會互動」探討媒介角色與閱聽者的關係,本研究認為電視劇角色之所以能產生更好的品牌代言效果就是在於「擬社會互動」。因此,本研究以「擬社會互動」切入,討論「擬社會互動」與「品牌自我連結」之間的關係對品牌代言效果的影響,而品牌代言的效果包括品牌態度與購買意圖。本研究採雙因子研究設計(僅觀看電視劇A/電視劇B、廣告代言人物為角色A/角色B)進行實驗,研究結果指出擬社會互動的產生源自於閱聽者是否有觀看該電視劇角色所演出的電視劇,而擬社會互動的高低則會正向調節品牌自我連結的效果,進而正面影響品牌態度與購買意圖。
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Description: 碩士
國立政治大學
傳播學院傳播碩士學位學程
106464014
Source URI: http://thesis.lib.nccu.edu.tw/record/#G0106464014
Data Type: thesis
Appears in Collections:[傳播學院傳播碩士學位學程] 學位論文

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