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題名 邊看邊買—戲劇置入與橫幅廣告相關性研究
What you see is what you get.The Effect of Congrency between Product placement and Banner
作者 謝諭宣
Hsieh, Yu Hsuan
貢獻者 張郁敏
Chang, Yu Min
謝諭宣
Hsieh, Yu Hsuan
關鍵詞 相關性研究
期望度
戲劇置入
橫幅廣告
邊看邊買
congruency
expectancy
product placement
banner
What you see is what you get
日期 2016
上傳時間 1-Sep-2016 23:31:26 (UTC+8)
摘要 在現今數位科技發達的現代，隨著網路的發展深入人們的生活，消費娛樂媒介的方式也變得更加多元，以往必須要在電視機前才能收看的戲劇、電影以及綜藝節目，也越來越多人轉為在線上收看。而在觀看線上戲劇通常會出現兩種型態的廣告，一種是廣告主與戲劇節目合作的戲劇置入廣告，另一種則是廣告主在網路播放平台商（如Youtube）上推播的廣告。這兩類型態的廣告大多各自發展，彼此沒有關聯。但近年來，新型態橫幅廣告開始發展，在戲劇節目中出現置入商品時，平台商也於畫面下方也同時推播該置入商品之橫幅廣告。為了解此新型態橫幅廣告之傳播效果，本研究以戲劇置入以及橫幅廣告作為研究對象，使用相關性研究理論之概念來了解新型態橫幅廣告與傳統橫幅廣告的的效果差異以及其在不同置入形式上效果是否有所不同。
本研究使實驗法，招募80名政治大學非傳播學院之在學生進行研究，研究結果發現新型態橫幅廣告比起傳統橫幅廣告，確實會產生較低的期望度，但期望度的中介效果皆未見顯著。而置入形式與期望度僅有在品牌態度上有顯著交互作用。但值得一提的是，在不考慮期望度的影響下，新型態橫幅廣告比起傳統橫幅廣告確實使消費者產生較好的品牌回想以及橫幅廣告態度。
參考文獻 中文文獻
陶振超（2011）。〈媒介訊息如何獲得注意力：突出或相關？認知取徑媒體研究之觀點〉。新聞學研究, (107), 245-290.。
陳盈汝（2000）。〈強迫性網路廣告的效果研究〉。國立中央大學企業管理所碩士論文。
外文文獻
Berlyne, D.E., 1960. Conflict, Curiosity, and Arousal. New York: McGraw-Hill.
Beeri, C., & Bernstein, P. A. (1979). Computational problems related to the design of normal form relational schemas. ACM Transactions on Database Systems (TODS), 4(1), 30-59.
Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of personality and social psychology, 51(6), 1173.
Benway, J. P., & Lane, D. M. (1998). Banner blindness: Web searchers often miss “obvious” links. ITG Newsletter, 1(3).
Bhatnagar, N., Aksoy, L., & Malkoc, S. A. (2004). Embedding brands within media content: The impact of message, media, and consumer characteristics on placement efficacy. The psychology of entertainment media: Blurring the lines between entertainment and persuasion, 99-116.
Collins, A. M., & Loftus, E. F. (1975). A spreading-activation theory of semantic processing. Psychological review, 82(6), 407.
Crocker, J., Fiske, S. T., & Taylor, S. E. (1984). Schematic bases of belief change. In Attitudinal judgment (pp. 197-226). Springer New York.
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.
Friestad, M., & Wright, P. (1994). The persuasion knowledge model: How people cope with persuasion attempts. Journal of consumer research, 1-31.
Fleck, N. D., & Quester, P. (2007). Birds of a feather flock together… definition, role and measure of congruence: An application to sponsorship. Psychology & Marketing, 24(11), 975-1000.
Fleck, N. D., Michel, G., & Gatignon, H. (2012). The dual process of co-branded new products: Why fit is not all that matters. Working Paper, INSEAD, Fontainebleau, France.
Gupta, P. B. & Lord, K. R. (1998). Product placement in movies: The effect of
prominence and mode on audience recall. Journal of Current Issues and Research
in Advertising, 20(1), 47-59.
Garretson, A. J. , D. Fisher, and S. Bruton 2002. Antecedents of private label attitude and national brand promotion attitude: similarities and differences » Journal of Retailing 78:91-99.
Gunawardena, T. (2013). When subtle is the most effective. An analysis of product placement effectiveness in multitasking environments (Doctoral dissertation, Auckland University of Technology).
Heckler, S. E., & Childers, T. L. (1992). The role of expectancy and relevancy in memory for verbal and visual information: What is incongruency?. Journal of Consumer Research, 475-492.
Homer, P. M. (2009). Product Placements: The Impact of Placement in Journal of Advertising. Academic Research Library, Fall (38), 3.
Luke, C. (1985). Television discourse processing: A schema theoretic approach. Communication Education, 34(2), 91-105.
Lang, A., Zhou, S., Schwartz, N., Bolls, P. D., & Potter, R. F. (2000). The effects of edits on arousal, attention, and memory for television messages: When an edit is an edit can an edit be too much?. Journal of Broadcasting & Electronic Media, 44(1), 94-109.
Kent, R. J., & Allen, C. T. (1994). Competitive interference effects in consumer memory for advertising: the role of brand familiarity. The Journal of Marketing, 97-105.
Karrh, J. A., McKee, K. B., & Pardun, C. J. (2003). Practitioners` evolving views on product placement effectiveness. Journal of advertising research, 43(02), 138-149.
Kozary, B., & Baxter, S. (2010). The influence of product placement prominence on consumer attitudes and intentions: A theoretical framework. University of Newcastle.
Lee, Y. H., & Mason, C. (1999). Responses to information incongruency in advertising: The role of expectancy, relevancy, and humor. Journal of consumer research, 26(2), 156-169.
Loef, J., & Verlegh, P. W. (2002). Cognitive and Affective Consequences of Two Types of Incongruent Advertising.
Liu, X., Hu, M. Y., & Grimm, P. E. (2010). Affect transfer in brand extensions: the role of expectancy and relevancy. Journal of Product & Brand Management, 19(5), 317-326.
Melton, A. W. (1963). Implications of short-term memory for a general theory of memory. Journal of Verbal Learning and Verbal Behavior, 2(1), 1-21.
Mehmet, I., Abhijit, B. and Sujay, D. (2009),”Effects of Comparative Advertising Format on Consumer Responses: The Moderating Effects of Brand Image and Attribute Relevance,” Journal of Business Research ,Vol.62, 768-774.
Mitchell, Andrew A., and Jerry C. Olson, (1981). "Are Product a Beliefs the Only Mediator of Advertising Effects on Brand Attitude." Journal of Marketing Research, 18 (August), 318-332.
Petty, R. E., & Cacioppo, J. T. (1984). The effects of involvement on responses to argument quantity and quality: Central and peripheral routes to persuasion. Journal of personality and social psychology, 46(1), 69.
Rieger, D., Bartz, F., & Bente, G. (2014). Reintegrating the Ad. Journal of Media Psychology.
Van Vaerenbergh, Y., Van de Sompel, D., Van Loock, N., & Vermeir, I. (2011). The impact of brand name placement in song lyrics on brand attitudes: does the attitude toward the artist matter?. In Advances in Advertising Research (Vol. 2) (pp. 21-33). Gabler.
Wright, P. (1980). Message-evoked thoughts: Persuasion research using thought verbalizations. Journal of Consumer Research, 151-175.
Williams, K., Petrosky, A., Hernandez, E., & Page, R. (2011). Product placement effectiveness: revisited and renewed. Journal of Management and Marketing Research, 7(1), 1-24.
網路資料
創世際創市際雙週刊（2015）。〈2014年網路使用行為調查與台灣網路使用概況回顧〉。上網日期：2015年02月16日，取自https://www.scribd.com/fullscreen/255895775?access_key=key-xa54W4RnUEfz7Q3961Dd&allow_share=true&escape=false&show_recommendations=false&view_mode=scroll
創世際創市際雙週刊（2015）。〈影音網站調查與台灣影音相關網站使用概況
〉。上網日期：2015年09月，取自https://zh.scribd.com/document/281092371/InsightXplorer-Biweekly-Report-20150915#fullscreen&from_embed
創世際新聞室（2014）。〈創市際兩岸洞察：電視劇《16個夏天》人氣高漲，帶動置入品牌好感度〉。上網日期：2014年10月31日，取自http://www.insightxplorer.com/news/news_10_31_14.html
競業信息（2015）。〈台灣地區民眾消費意向調查報告－【智慧型手機】〉。上網日期：2015年10月，取自http://www.rmb.com.tw/images/html/downloadfile/%E8%BF%918%E6%88%90%E6%B0%91%E7%9C%BE%E6%93%81%E6%9C%89%E6%99%BA%E6%85%A7%E5%9E%8B%E6%89%8B%E6%A9%9F.pdf
財團法人資訊工業策進會（2015）。〈2014年我國家庭寬頻現況與需求調查－個人篇〉。上網日期：2015年07月14日，取自http://www.find.org.tw/market_info.aspx?k=2&n_ID=8466
YAHOO！奇摩網路行銷（2014）。〈資策會FIND: 2014年上半年消費者行為調查出爐〉。上網日期：2014年08月22日，取自http://yahoo-emarketing.tumblr.com/post/120006251941/find-2014
數位時代（2014）。〈影音電商會成為一門好生意嗎？〉。上網日期：2014年11月04日，取自http://www.bnext.com.tw/article/view/id/34280
三立新聞網（2015）。〈影音平台新趨勢─邊看邊買〉。上網日期：2015年08月07日，取自：http://www.setn.com/News.aspx?NewsID=88723
描述 碩士
國立政治大學
廣告學系
102452010
資料來源 http://thesis.lib.nccu.edu.tw/record/#G1024520104
資料類型 thesis
dc.contributor.advisor 張郁敏zh_TW
dc.contributor.advisor Chang, Yu Minen_US
dc.contributor.author (Authors) 謝諭宣zh_TW
dc.contributor.author (Authors) Hsieh, Yu Hsuanen_US
dc.creator (作者) 謝諭宣zh_TW
dc.creator (作者) Hsieh, Yu Hsuanen_US
dc.date (日期) 2016en_US
dc.date.accessioned 1-Sep-2016 23:31:26 (UTC+8)-
dc.date.available 1-Sep-2016 23:31:26 (UTC+8)-
dc.date.issued (上傳時間) 1-Sep-2016 23:31:26 (UTC+8)-
dc.identifier (Other Identifiers) G1024520104en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/101045-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 廣告學系zh_TW
dc.description (描述) 102452010zh_TW
dc.description.abstract (摘要) 在現今數位科技發達的現代，隨著網路的發展深入人們的生活，消費娛樂媒介的方式也變得更加多元，以往必須要在電視機前才能收看的戲劇、電影以及綜藝節目，也越來越多人轉為在線上收看。而在觀看線上戲劇通常會出現兩種型態的廣告，一種是廣告主與戲劇節目合作的戲劇置入廣告，另一種則是廣告主在網路播放平台商（如Youtube）上推播的廣告。這兩類型態的廣告大多各自發展，彼此沒有關聯。但近年來，新型態橫幅廣告開始發展，在戲劇節目中出現置入商品時，平台商也於畫面下方也同時推播該置入商品之橫幅廣告。為了解此新型態橫幅廣告之傳播效果，本研究以戲劇置入以及橫幅廣告作為研究對象，使用相關性研究理論之概念來了解新型態橫幅廣告與傳統橫幅廣告的的效果差異以及其在不同置入形式上效果是否有所不同。
本研究使實驗法，招募80名政治大學非傳播學院之在學生進行研究，研究結果發現新型態橫幅廣告比起傳統橫幅廣告，確實會產生較低的期望度，但期望度的中介效果皆未見顯著。而置入形式與期望度僅有在品牌態度上有顯著交互作用。但值得一提的是，在不考慮期望度的影響下，新型態橫幅廣告比起傳統橫幅廣告確實使消費者產生較好的品牌回想以及橫幅廣告態度。		zh_TW
dc.description.tableofcontents 第壹章 研究背景與動機1
第一節 緒論1
第二節 研究目的3
第貳章 文獻探討5
第一節 傳統與新型態橫幅廣告效果比較5
第二節 置入形式與效果7
第三節 橫幅廣告類型與置入形式10
第參章 研究方法13
第一節 研究架構13
第二節 實驗設計與各變項操弄14
第三節 實驗素材前測15
第四節 正式實驗24
第肆章 研究結果28
第一節 受試樣本分析28
第二節 信度效度檢定29
第三節 假設檢定32
第伍章 結論與建議67
第一節 研究結果與發現67
第二節 學術貢獻、未來研究方向以及實務建議69
參考文獻71
附錄77
附錄一 前測一問卷77
附錄二 正式實驗問卷81
附錄三 實驗素材84		zh_TW
dc.format.extent 15845033 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G1024520104en_US
dc.subject (關鍵詞) 相關性研究zh_TW
dc.subject (關鍵詞) 期望度zh_TW
dc.subject (關鍵詞) 戲劇置入zh_TW
dc.subject (關鍵詞) 橫幅廣告zh_TW
dc.subject (關鍵詞) 邊看邊買zh_TW
dc.subject (關鍵詞) congruencyen_US
dc.subject (關鍵詞) expectancyen_US
dc.subject (關鍵詞) product placementen_US
dc.subject (關鍵詞) banneren_US
dc.subject (關鍵詞) What you see is what you geten_US
dc.title (題名) 邊看邊買—戲劇置入與橫幅廣告相關性研究zh_TW
dc.title (題名) What you see is what you get.The Effect of Congrency between Product placement and Banneren_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 中文文獻
陶振超（2011）。〈媒介訊息如何獲得注意力：突出或相關？認知取徑媒體研究之觀點〉。新聞學研究, (107), 245-290.。
陳盈汝（2000）。〈強迫性網路廣告的效果研究〉。國立中央大學企業管理所碩士論文。
外文文獻
Berlyne, D.E., 1960. Conflict, Curiosity, and Arousal. New York: McGraw-Hill.
Beeri, C., & Bernstein, P. A. (1979). Computational problems related to the design of normal form relational schemas. ACM Transactions on Database Systems (TODS), 4(1), 30-59.
Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of personality and social psychology, 51(6), 1173.
Benway, J. P., & Lane, D. M. (1998). Banner blindness: Web searchers often miss “obvious” links. ITG Newsletter, 1(3).
Bhatnagar, N., Aksoy, L., & Malkoc, S. A. (2004). Embedding brands within media content: The impact of message, media, and consumer characteristics on placement efficacy. The psychology of entertainment media: Blurring the lines between entertainment and persuasion, 99-116.
Collins, A. M., & Loftus, E. F. (1975). A spreading-activation theory of semantic processing. Psychological review, 82(6), 407.
Crocker, J., Fiske, S. T., & Taylor, S. E. (1984). Schematic bases of belief change. In Attitudinal judgment (pp. 197-226). Springer New York.
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.
Friestad, M., & Wright, P. (1994). The persuasion knowledge model: How people cope with persuasion attempts. Journal of consumer research, 1-31.
Fleck, N. D., & Quester, P. (2007). Birds of a feather flock together… definition, role and measure of congruence: An application to sponsorship. Psychology & Marketing, 24(11), 975-1000.
Fleck, N. D., Michel, G., & Gatignon, H. (2012). The dual process of co-branded new products: Why fit is not all that matters. Working Paper, INSEAD, Fontainebleau, France.
Gupta, P. B. & Lord, K. R. (1998). Product placement in movies: The effect of
prominence and mode on audience recall. Journal of Current Issues and Research
in Advertising, 20(1), 47-59.
Garretson, A. J. , D. Fisher, and S. Bruton 2002. Antecedents of private label attitude and national brand promotion attitude: similarities and differences » Journal of Retailing 78:91-99.
Gunawardena, T. (2013). When subtle is the most effective. An analysis of product placement effectiveness in multitasking environments (Doctoral dissertation, Auckland University of Technology).
Heckler, S. E., & Childers, T. L. (1992). The role of expectancy and relevancy in memory for verbal and visual information: What is incongruency?. Journal of Consumer Research, 475-492.
Homer, P. M. (2009). Product Placements: The Impact of Placement in Journal of Advertising. Academic Research Library, Fall (38), 3.
Luke, C. (1985). Television discourse processing: A schema theoretic approach. Communication Education, 34(2), 91-105.
Lang, A., Zhou, S., Schwartz, N., Bolls, P. D., & Potter, R. F. (2000). The effects of edits on arousal, attention, and memory for television messages: When an edit is an edit can an edit be too much?. Journal of Broadcasting & Electronic Media, 44(1), 94-109.
Kent, R. J., & Allen, C. T. (1994). Competitive interference effects in consumer memory for advertising: the role of brand familiarity. The Journal of Marketing, 97-105.
Karrh, J. A., McKee, K. B., & Pardun, C. J. (2003). Practitioners` evolving views on product placement effectiveness. Journal of advertising research, 43(02), 138-149.
Kozary, B., & Baxter, S. (2010). The influence of product placement prominence on consumer attitudes and intentions: A theoretical framework. University of Newcastle.
Lee, Y. H., & Mason, C. (1999). Responses to information incongruency in advertising: The role of expectancy, relevancy, and humor. Journal of consumer research, 26(2), 156-169.
Loef, J., & Verlegh, P. W. (2002). Cognitive and Affective Consequences of Two Types of Incongruent Advertising.
Liu, X., Hu, M. Y., & Grimm, P. E. (2010). Affect transfer in brand extensions: the role of expectancy and relevancy. Journal of Product & Brand Management, 19(5), 317-326.
Melton, A. W. (1963). Implications of short-term memory for a general theory of memory. Journal of Verbal Learning and Verbal Behavior, 2(1), 1-21.
Mehmet, I., Abhijit, B. and Sujay, D. (2009),”Effects of Comparative Advertising Format on Consumer Responses: The Moderating Effects of Brand Image and Attribute Relevance,” Journal of Business Research ,Vol.62, 768-774.
Mitchell, Andrew A., and Jerry C. Olson, (1981). "Are Product a Beliefs the Only Mediator of Advertising Effects on Brand Attitude." Journal of Marketing Research, 18 (August), 318-332.
Petty, R. E., & Cacioppo, J. T. (1984). The effects of involvement on responses to argument quantity and quality: Central and peripheral routes to persuasion. Journal of personality and social psychology, 46(1), 69.
Rieger, D., Bartz, F., & Bente, G. (2014). Reintegrating the Ad. Journal of Media Psychology.
Van Vaerenbergh, Y., Van de Sompel, D., Van Loock, N., & Vermeir, I. (2011). The impact of brand name placement in song lyrics on brand attitudes: does the attitude toward the artist matter?. In Advances in Advertising Research (Vol. 2) (pp. 21-33). Gabler.
Wright, P. (1980). Message-evoked thoughts: Persuasion research using thought verbalizations. Journal of Consumer Research, 151-175.
Williams, K., Petrosky, A., Hernandez, E., & Page, R. (2011). Product placement effectiveness: revisited and renewed. Journal of Management and Marketing Research, 7(1), 1-24.
網路資料
創世際創市際雙週刊（2015）。〈2014年網路使用行為調查與台灣網路使用概況回顧〉。上網日期：2015年02月16日，取自https://www.scribd.com/fullscreen/255895775?access_key=key-xa54W4RnUEfz7Q3961Dd&allow_share=true&escape=false&show_recommendations=false&view_mode=scroll
創世際創市際雙週刊（2015）。〈影音網站調查與台灣影音相關網站使用概況
〉。上網日期：2015年09月，取自https://zh.scribd.com/document/281092371/InsightXplorer-Biweekly-Report-20150915#fullscreen&from_embed
創世際新聞室（2014）。〈創市際兩岸洞察：電視劇《16個夏天》人氣高漲，帶動置入品牌好感度〉。上網日期：2014年10月31日，取自http://www.insightxplorer.com/news/news_10_31_14.html
競業信息（2015）。〈台灣地區民眾消費意向調查報告－【智慧型手機】〉。上網日期：2015年10月，取自http://www.rmb.com.tw/images/html/downloadfile/%E8%BF%918%E6%88%90%E6%B0%91%E7%9C%BE%E6%93%81%E6%9C%89%E6%99%BA%E6%85%A7%E5%9E%8B%E6%89%8B%E6%A9%9F.pdf
財團法人資訊工業策進會（2015）。〈2014年我國家庭寬頻現況與需求調查－個人篇〉。上網日期：2015年07月14日，取自http://www.find.org.tw/market_info.aspx?k=2&n_ID=8466
YAHOO！奇摩網路行銷（2014）。〈資策會FIND: 2014年上半年消費者行為調查出爐〉。上網日期：2014年08月22日，取自http://yahoo-emarketing.tumblr.com/post/120006251941/find-2014
數位時代（2014）。〈影音電商會成為一門好生意嗎？〉。上網日期：2014年11月04日，取自http://www.bnext.com.tw/article/view/id/34280
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