Please use this identifier to cite or link to this item:
https://ah.lib.nccu.edu.tw/handle/140.119/125091| 題名: | 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. |
作者: | 江芊穎 Chiang, Chien-Ying |
貢獻者: | 張卿卿 Chang, Ching-Ching 江芊穎 Chiang, Chien-Ying |
關鍵詞: | 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 |
日期: | 2019 | 上傳時間: | 7-八月-2019 | 摘要: | 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。\n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。 | 參考文獻: | 中文部分\nINSIDE（2017年12月12日）〈Netflix 年度追劇洞察報告：台灣人追劇熱忱傲視全\n球，平均 3 天追完一部！〉。上網日期，2019年2月9日，取自：https://www.inside.com.tw/article/11381-netflix-2017-report-in-taiwan\nMiJimin（2019年4月22日）〈電視劇話題性《熱血祭司》《她的私生活》成大贏家，\n四大主演封榜！〉，《韓星網》。上網日期，2019年6月14日，取自：https://www.koreastardaily.com/tc/news/116097?fbclid=IwAR2q2yz7E-FWH05AEbJoPBmJKH9BR6nbrgXDTQkEFL4oAcWSWqxiYxTTbXk\nLinda（2018年10月18日）〈宋昰昀、鄭仁仙、金泰梨他們是誰？最近的韓劇女主好\n面生，原來她們拍過這些戲〉，《beauty美人圈》。上網日期，2019年3月1日，取自：https://www.beauty321.com/post/20038\nRui（2018年4月22日）〈丁海寅差點和「徐俊熙」失之交臂！人氣大爆發代言費暴\n增5倍〉，《韓星網》。上網日期，2019年6月14日，取自：https://www.koreastardaily.com/tc/news/104724\nSani（2019年2月16日）〈《SKY Castle》到底有多紅？主演全接到廣告代言！〉，《韓\n星網》。上網日期，2019年7月9日，取自：https://www.koreastardaily.com/tc/news/104724\n女大編輯部（2018年12月22日）。〈唇膏控換季指南！2019的大勢口紅色重點整\n理〉，《女人我最大》。上網日期，2019年3月1日，取自：https://woman.tvbs.com.tw/beauty/10863\n林秀雲譯（2013）。《社會科學研究方法》，台北：聖智學習。（原書 Babbie, E.[2013]. The Practice of Social Research.（13th ed.）, Wadsworth, Ohio: Cengage Learning.）\n林家伊（2016年5月12日）。〈老公超會賣 宋仲基面膜一天狂賣100萬片〉，\n《今日新聞》。取自：https://www.nownews.com/news/20160512/2097627\n〈孔劉新代言化身暖男 與玄彬展開廣告戰〉（2017年4月6日）。《東網新\n聞》。上網日期，2019年2月9日，取自：https://hk.on.cc/hk/bkn/cnt/entertainment/20170406/bkn-20170406161103221-0406_00862_001.html\n吳柏羲（2017年9月26日）。〈搶占返家小確幸時間-2017上半年追劇行為與影劇串\n流平台偏好分析〉，《資策會產業情報研究所》。上網日期，2019年2月9日，取\n自： https://mic.iii.org.tw/aisp/ReportS.aspx?id=CDOC20170924001\n〈科技部傳播調查資料庫 第二期第一次（2017）：媒體使用的個人功效與影響 I〉（2018年7月9日），《臺灣傳播調查資料庫》。上網日期，2019年5月17日，取自：http://www.crctaiwan.nctu.edu.tw/AnnualSurvey.asp\n曹以斌（2017年7月11日）。〈【男神代言華碩】快來瞧一瞧 最帥大叔孔劉的代言費\n有多高〉，《鏡周刊》。上網日期，2019年2月9日，取自：\nhttps://www.mirrormedia.mg/story/20170710fin008/\n孫彬訓（2018年11月22日）。〈她勢力飛漲 世代消費大不同〉，《中時電子報》。上網\n日期，2019年2月17日，取自：https://www.chinatimes.com/newspapers/20181122000518-260208\n翁婉瑩（2017年5月5日）。〈口紅效應？大數據觀測美妝產品、行銷策略與通路〉，\n《數位時代》。上網日期，2019年2月17日，取自：https://www.bnext.com.tw/article/44372/big-data-of-makeup-industry\n〈第一名你絕對有聽過！盤點2017靠影劇爆紅一波的演員！〉（2018年1月21日），\n《DailyView網路溫度計》。上網日期，2019年2月26日，取自：https://dailyview.tw/Daily/2018/01/20?page=0\n陳雅蘭（2018年12月19日）。〈2018最受歡迎韓劇出爐 蘇志燮擊敗朴敘俊稱\n王！〉，《YAHOO奇摩新聞》。上網日期，2019年2月17日，取自：https://3c.ltn.com.tw/news/22752\n賴筱茜、陳延昇（2015）。〈不只是聽廣播: 廣播與社群媒介匯流的擬社會互動經驗〉， 《廣播與電視》，38：1-33。\n譚偉晟（2017年1月29日）。〈2015 年線上影音調查！ Yahoo 分析：女性熱衷韓\n劇、長輩愛看中國影集〉，《中央通訊社》。上網日期，2019年2月17日，取自：https://3c.ltn.com.tw/news/22752\n譚偉晟（2019年2月16日）。〈連假追劇夯 《皓鑭傳》奪流量冠軍〉，《自由時\n報》。上網日期，2019年2月19日，取自：https://www.cna.com.tw/news/firstnews/201710170035.aspx\n英文部分\nAaker, D.A. (1991) Managing Brand Equity. The Free Press, New York.\nAjzen, I., & Fishbein, M. (1977). Attitude-behavior relations: A theoretical analysis and review of empirical research. Psychological bulletin, 84(5), 888-918.\nAmbroise, L., Pantin-Sohier, G., Valette-Florence, P., & Albert, N. (2014). From endorsement to celebrity co-branding: Personality transfer. Journal of Brand Management, 21(4), 273-285.\nAuter, P. J., & Palmgreen, P. (2000). Development and validation of a parasocial interaction measure: The audience‐persona interaction scale. Communication Research Reports, 17(1), 79-89.\nBerger, C. R. (1986). Uncertain outcome values in predicted relationships uncertainty reduction theory then and now. Human Communication Research, 13(1), 34-38.\nBerger, C. R., & Calabrese, R. J. (1974). Some explorations in initial interaction and beyond: Toward a developmental theory of interpersonal communication. Human Communication Research, 1(2), 99-112.\nBergkvist, L., Hjalmarson, H., & Mägi, A. W. (2016). A new model of how celebrity endorsements work: attitude toward the endorsement as a mediator of celebrity source and endorsement effects. International Journal of Advertising, 35(2), 171-184.\nBhatti, A. K., & Fiaz, M. (2016). Exploring The Effects of Celebrity Endorsement in Electronic Media Advertisement on Purchasing Behavior of Citizens of Sargodha City. Journal of Management and Research, 3(1), 1-17.\nChung, S., & Cho, H. (2014). Parasocial relationship via reality TV and social media: its implications for celebrity endorsement. Paper presented at the Proceedings of the ACM International Conference on Interactive Experiences for TV and Online Video, 47-54.\nChung, S., & Cho, H. (2017). Fostering parasocial relationships with celebrities on social media: Implications for celebrity endorsement. Psychology & Marketing, 34(4), 481-495.\nCoyle, J. R., & Thorson, E. (2001). The effects of progressive levels of interactivity and vividness in web marketing sites. Journal of Advertising, 30(3), 65-77.\nDias, J. A., Dias, J. G., & Lages, C. (2017). Can negative characters in soap operas be positive for product placement? Journal of Business Research, 71, 125-132.\nDwivedi, A., Johnson, L. W., & McDonald, R. (2016). Celebrity endorsements, self-brand connection and relationship quality. International Journal of Advertising, 35(3), 486-503.\nDwivedi, A., Johnson, L. W., & McDonald, R. E. (2015). Celebrity endorsement, self-brand connection and consumer-based brand equity. Journal of Product & Brand Management, 24(5), 449-461.\nDwivedi, A., McDonald, R. E., & Johnson, L. W. (2014). The impact of a celebrity endorser’s credibility on consumer self-brand connection and brand evaluation. Journal of Brand Management, 21(7-8), 559-578.\nErdogan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of marketing management, 15(4), 291-314.\nEscalas, J. E. (2004). Narrative processing: Building consumer connections to brands. Journal of consumer Psychology, 14(1-2), 168-180.\nEscalas, J. E., & Bettman, J. R. (2005). Self-construal, reference groups, and brand meaning. Journal of consumer research, 32(3), 378-389.\nEscalas, J. E., & Bettman, J. R. (2009). Connecting with celebrities: Celebrity endorsement, brand meaning, and self-brand connections. Journal of marketing research, 13(3), 339-348.\nEscalas, J. E., & Bettman, J. R. (2013). Exploring the effect of self-brand connections on processing brand information as self-information. The Routledge companion to identity and consumption, 366-374.\nFreiden, J. B. (1984). Advertising spokesperson effects-An examination of endorser type and gender on 2 audiences. Journal of Advertising Research, 24(5), 33-41.\nGiles, D. C. (2002). Parasocial interaction: A review of the literature and a model for future research. Media psychology, 4(3), 279-305.\nGong, W., & Li, X. (2017). Engaging fans on microblog: the synthetic influence of parasocial interaction and source characteristics on celebrity endorsement. Psychology & Marketing, 34(7), 720-732.\nGreen, M. C., & Brock, T. C. (2000). The role of transportation in the persuasiveness of public narratives. Journal of personality and social psychology, 79(5), 701-721.\nGregg, P. (1971). Television Viewing as Parasocial Interaction. Master`s Thesis. University of Oregon.\nHall, J., Wilson, K., Wiesner, K., & Cho, H. (2007). Improving the understanding of parasocial interaction: A review of its effects, conceptualizations, and antecedents. In NCA 93 rd Annual Convention, TBA, Chicago.\nHayes, A. F. (2013). Methodology in the social sciences. Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. New York, NY, US: Guilford Press.\nHorton, D., & Richard Wohl, R. (1956). Mass communication and para-social interaction: Observations on intimacy at a distance. Psychiatry, 19(3), 215-229.\nJin, B., & Kim, J. (2015). Television KoreaDrama Viewing and Romantic Beliefs: Considering Parasocial Interaction and Attachment Style. International Journal of Humanities and Social Science, 5(10), 51-60.\nKahle, L. R., & Homer, P. M. (1985). Physical attractiveness of the celebrity endorser: A social adaptation perspective. Journal of consumer research, 11(4), 954-961.\nKemp, E., Childers, C. Y., & Williams, K. H. (2012). Place branding: creating self-brand connections and brand advocacy. Journal of Product & Brand Management, 21(7), 508-515.\nKemp, E., & Bui, M. (2011). Healthy brands: establishing brand credibility, commitment and connection among consumers. Journal of Consumer Marketing, 28(6), 429-437.\nKim, H., Ko, E., & Kim, J. (2015). SNS users` para-social relationships with celebrities: social media effects on purchase intentions. Journal of Global Scholars of Marketing Science, 25(3), 279-294.\nKim, S., & Kim, S. (2017). Perceived values of TV KoreaDrama, audience involvement, and behavioral intention in film tourism. Journal of Travel & Tourism Marketing, 1-14.\nKim, S., & Kim, S. (2018). Perceived values of TV KoreaDrama, audience involvement, and behavioral intention in film tourism. Journal of Travel & Tourism Marketing, 35(3), 259-272.\nKim, S., & Long, P. (2012). Touring TV soap operas: Genre in film tourism research. Tourist Studies, 12(2), 173-185.\nKlimmt, C., Hartmann, T., & Schramm, H. (2006). Parasocial interactions and relationships. Psychology of entertainment, 291-313.\nKnoll, J., & Matthes, J. (2017). The effectiveness of celebrity endorsements: A meta-analysis. Journal of the Academy of Marketing Science, 45(1), 55-75.\nKramer, M. W. (1999). Motivation to reduce uncertainty: A reconceptualization of uncertainty reduction theory. Management Communication Quarterly, 13(2), 305-316.\nKwon, E., & Mattila, A. S. (2015). The effect of self–brand connection and self-construal on brand lovers’ word of mouth (WOM). Cornell Hospitality Quarterly, 56(4), 427-435.\nLee, J. E., & Watkins, B. (2016). YouTube vloggers` influence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69(12), 5753-5760.\nLin, J., Lobo, A., & Leckie, C. (2017). The role of benefits and transparency in shaping consumers’ green perceived value, self-brand connection and brand loyalty. Journal of Retailing and Consumer Services, 35, 133-141.\nLu, L.-C., Chang, W.-P., & Chang, H.-H. (2014). Consumer attitudes toward blogger’s sponsored recommendations and purchase intention: The effect of sponsorship type, product type, and brand awareness. Computers in Human Behavior, 34, 258-266.\nLueck, J. A. (2015). Friend-zone with benefits: The parasocial advertising of Kim Kardashian. Journal of Marketing Communications, 21(2), 91-109.\nMalik, G., & Guptha, A. (2014). Impact of celebrity endorsements and brand mascots on consumer buying behavior. Journal of Global Marketing, 27(2), 128-143.\nMcCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of consumer research, 16(3), 310-321.\nMcGuire, W. J. (1985). Attitudes and attitude change. Handbook of social psychology, 2.\nMiller, R. V. (1984). A descriptive study of television usage among older Americans: Refining the parasocial concept. Unpublished doctoral dissertation, Pennsylvania State University, University Park.\nMoore, D. J., & Homer, P. M. (2008). Self-brand connections: The role of attitude strength and autobiographical memory primes. Journal of Business Research, 61(7), 707-714.\nMuda, M., Musa, R., Mohamed, R. N., & Borhan, H. (2014). Celebrity entrepreneur endorsement and advertising effectiveness. Procedia-Social and Behavioral Sciences, 130, 11-20.\nOhanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers` perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39-52.\nOxford Economics. (2017). THE ECONOMIC CONTRIBUTION OF THE FILM AND TV\nINDUSTRY IN TAIWAN IN 2016. Retrieved from https://www.mpa-i.org/wp content/uploads/2018/05/MPAA_Taiwan_2016_WEB.pdf\nPalmgreen, P., Wenner, L. A., & Rayburn, J. D. (1980). Relations between gratifications sought and obtained: A study of television news. Communication research, 7(2), 161-192.\nPapacharissi, Z., & Mendelson, A. L. (2007). An exploratory study of reality appeal: Uses and gratifications of reality TV shows. Journal of Broadcasting & Electronic Media, 51(2), 355-370.\nPaul, J., & Bhakar, S. (2018). Does celebrity image congruence influences brand attitude and purchase intention? Journal of Promotion Management, 24(2), 153-177.\nPerse, E. M., & Rubin, A. M. (1988). Audience activity and satisfaction with favorite television soap opera. Journalism quarterly, 65(2), 368-375.\nPerse, E. M., & Rubin, R. B. (1989). Attribution in social and parasocial relationships. Communication research, 16(1), 59-77.\nPradhan, D., Duraipandian, I., & Sethi, D. (2016). Celebrity endorsement: How celebrity–brand–user personality congruence affects brand attitude and purchase intention. Journal of Marketing Communications, 22(5), 456-473.\nRasmussen, L. (2018). Parasocial Interaction in the Digital Age: An Examination of Relationship Building and the Effectiveness of YouTube Celebrities. The Journal of Social Media in Society, 7(1), 280-294.\nRubin, A. M. (1983). Television uses and gratifications: The interactions of viewing patterns and motivations. Journal of Broadcasting & Electronic Media, 27(1), 37-51.\nRubin, A. M., & Perse, E. M. (1987). Audience activity and soap opera involvement a uses and effects investigation. Human Communication Research, 14(2), 246-268.\nRubin, A. M., Perse, E. M., & Powell, R. A. (1985). Loneliness, parasocial interaction, and local television news viewing. Human Communication Research, 12(2), 155-180.\nRubin, R. B., & McHugh, M. P. (1987). Development of parasocial interaction relationships.\nRuggiero, T. E. (2000). Uses and gratifications theory in the 21st century. Mass communication & society, 3(1), 3-37.\nSallam, M. A. A., & Wahid, N. A. (2012). Endorser credibility effects on Yemeni male consumer`s attitudes towards advertising, brand attitude and purchase intention: The mediating role of attitude toward brand. International Business Research, 5(4), 55-66.\nSpears, N., & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues & Research in Advertising, 26(2), 53-66.\nTian, Q., & Hoffner, C. A. (2010). Parasocial interaction with liked, neutral, and disliked characters on a popular TV series. Mass Communication and Society, 13(3), 250-269.\nVerlegh, P. W., & Steenkamp, J. B. E. (1999). A review and meta-analysis of country-of-origin research. Journal of economic psychology, 20(5), 521-546. | 描述: | 碩士 國立政治大學 傳播學院傳播碩士學位學程 106464014 |
資料來源: | http://thesis.lib.nccu.edu.tw/record/#G0106464014 | 資料類型: | thesis |
| Appears in Collections: | 學位論文 |
Files in This Item:
| File | Size | Format | |
|---|---|---|---|
| 401401.pdf | 2.97 MB | Adobe PDF2 | View/Open |
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.