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題名 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
作者 李廷妍
Lee Cheng Yen
貢獻者 邱志聖 博士
Jyh-shen Chiou
李廷妍
Lee Cheng Yen
關鍵詞 產品置入
計劃行為理論
態度
購買意願
連續劇
認同
認知
群體規範
知覺行為控制
日期 2002
上傳時間 11-Sep-2009 17:04:22 (UTC+8)
摘要 論文摘要內容
     
      近年來，廠商與廣告人員試圖採用另一種有別於傳統宣傳模式的方法將產品或品牌以較自然的、較不易被察覺的宣傳方式影響消費者，將產品「置入」在電影之中，稱為「產品置入」（Product Placement）。
     
      本研究欲探討可能影響消費者對於「產品置入」的態度以及未來購買意願的變數，透過電視節目媒體的影響，消費者對該節目的情節、角色的喜好程度、對產品的認知與「產品置入」的態度之間是否有關係，以及是否會影響未來購買的意願，並以計劃行為理論為基礎探討其他影響因素，包括群體規範、知覺行為控制等。
     
      研究結果發現當廠商運用產品置入的方式來宣傳其產品時，消費者（觀眾）會因為劇情影響到消費者對於置入的產品的態度，消費者對產品的態度除了會受到消費者本身對產品認知的影響，也會因為對劇中產品使用的明星認同感越高，對置入的產品會有越好的態度。態度會進而影響消費者對置入在劇中的產品之購買意願，此購買意願亦會受群體規範影響，不過本研究發現消費者的知覺行為控制力在本研究架構下對於購買意願的影響不顯著。
參考文獻 參考文獻
一、中文書目
王建旺（民87），「臺北市數位式行動電話消費者之市場區隔及其購買決買決策之研究」，交通大學管理科學研究所碩士論文，民國87年6月
王敏如（民89），「閱聽人與電視劇互動情形之探索：以兒童詮釋連續劇性別刻板印象」，世新大學傳播研究所碩士論文，民國89年6月
李素月（民90），「類型廣播電台品牌認同建構研究」，國立政治大學廣播電視研究所碩士論文，民國90年6月
呂惠富（民85），「產品涉入、購買涉入與品牌認同感理論模式之研究」，淡江大學國際企業學研究所碩士論文，民國85年6月
吳大松（民91），「情境因素對女性購買行為之影響」，臺灣大學商學研究所碩士論文，民國91年6月
吳淑玲（民85），「國中生偶像崇拜與價值觀關係之研究」，教育資料文摘（37）3:166-190、（37）4:157-175
吳瓊洳（民86），「國中學生偶像崇拜之研究」，輔導通訊，51期p.49-51
林建煌（民91），消費者行為，智勝，民國91年
林靈宏（民83），消費者行為，五南，民國83年初版
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邱志聖（民90），「策略行銷分析架構與實務應用」，智勝，民國90年初版
袁之琦、游恆山(民79)，心理學名詞辭典，臺北：五南圖書出版公司，民國79年
秦嘉菁（民88），「電視劇中家庭概念之呈現方式及閱聽人解讀型態之研究：以中視劇場─花系列節目為例」，國立政治大學廣播電視研究所碩士論文，民國88年6月
莊旻潔（民91），「群體規範、認知、認同對產品態度與忠誠度的影響─以青少年之偶像崇拜行為為例」，國立政治大學國際貿易學研究所所碩士論文，民國90年6月
陳雅婷（民91），「品牌認同感與所有權效果對品牌延伸評價之影響」，淡江大學管理科學碩究所碩士論文，民國91年6月
陳筑筠（民92），「國小中高年級學裡對電視卡通人物之認同與其相關研究」，國立新竹師範學院國民教育研究所碩士論文，民國92年1月
張春興（民76），心理學，台北市，東華書局，民國76年
許美惠（民89），「電影中產品置入之廣告效果」，文化大學新聞研究所碩士論文，民國89年
曾忠蕙（民90），「價格建構方式、廣告參考物與消費者認知需求對知覺價值與購買意願影響之研究」，實踐大學企業管理研究所碩士論文，民90年
郭為藩（民70），「電視影響兒童社會學習之研究」，師大教育研究所集刊，23，p.25-91，民國70年
楊文壽（民90），「行動電話手機消費者購買行為之涉入程度及購買決策之相關因素之關聯性研究」，交通大學經營管理研究所，碩士論文，民國90年6月
蔡琰（民81），「電視單元戲劇展現之社會」『廣播與電視』第一卷第三期，p41-66，民國81年
蔡琰（民88），「大學生電視劇審美體驗試析」『廣播與電視』第十四期，p.111-138，民國88年
蔡琰（民89），「電視劇：戲劇傳播的敘事理論」，台北：三民，民國89年
謝佳凌（民90），「電視劇迷在虛擬社群中的交談意義」，政大廣播電視研究所碩士論文，民國90年
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描述 碩士
國立政治大學
國際經營與貿易研究所
90351041
91
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0090351041
資料類型 thesis
dc.contributor.advisor 邱志聖 博士zh_TW
dc.contributor.advisor Jyh-shen Chiouen_US
dc.contributor.author (Authors) 李廷妍zh_TW
dc.contributor.author (Authors) Lee Cheng Yenen_US
dc.creator (作者) 李廷妍zh_TW
dc.creator (作者) Lee Cheng Yenen_US
dc.date (日期) 2002en_US
dc.date.accessioned 11-Sep-2009 17:04:22 (UTC+8)-
dc.date.available 11-Sep-2009 17:04:22 (UTC+8)-
dc.date.issued (上傳時間) 11-Sep-2009 17:04:22 (UTC+8)-
dc.identifier (Other Identifiers) G0090351041en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/30018-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營與貿易研究所zh_TW
dc.description (描述) 90351041zh_TW
dc.description (描述) 91zh_TW
dc.description.abstract (摘要) 論文摘要內容
     
      近年來，廠商與廣告人員試圖採用另一種有別於傳統宣傳模式的方法將產品或品牌以較自然的、較不易被察覺的宣傳方式影響消費者，將產品「置入」在電影之中，稱為「產品置入」（Product Placement）。
     
      本研究欲探討可能影響消費者對於「產品置入」的態度以及未來購買意願的變數，透過電視節目媒體的影響，消費者對該節目的情節、角色的喜好程度、對產品的認知與「產品置入」的態度之間是否有關係，以及是否會影響未來購買的意願，並以計劃行為理論為基礎探討其他影響因素，包括群體規範、知覺行為控制等。
     
      研究結果發現當廠商運用產品置入的方式來宣傳其產品時，消費者（觀眾）會因為劇情影響到消費者對於置入的產品的態度，消費者對產品的態度除了會受到消費者本身對產品認知的影響，也會因為對劇中產品使用的明星認同感越高，對置入的產品會有越好的態度。態度會進而影響消費者對置入在劇中的產品之購買意願，此購買意願亦會受群體規範影響，不過本研究發現消費者的知覺行為控制力在本研究架構下對於購買意願的影響不顯著。		zh_TW
dc.description.tableofcontents 目 次
     第一章 緒論.......................................... 1
     第一節 研究動機....................................... 1
     第二節 研究目的........................................4
     第三節 研究流程........................................5
     第二章 文獻探討.......................................6
     第一節 「產品置入」（PRODUCT PLACEMENT）...............6
     第二節 態度....................................................21
     第三節 電視劇與態度...................................24
     第四節 明星的認同與態度...............................29
     第五節 認知與態度.....................................32
     第六節 計劃行為理論...................................34
     第七節 態度與購買意願.................................35
     第八節 群體規範與購買意願.............................37
     第九節 知覺行為控制與購買意願.........................40
     第三章 研究方法......................................42
     第一節 研究概念架構...................................42
     第二節 研究標的與樣本.................................42
     第三節 研究假設.......................................43
     第四節 操作型定義（各項變數的定義與衡量）.............44
     第五節 問卷設計與抽樣方法.............................47
     第六節 資料分析方法...................................52
     第四章 研究結果.......................................53
     第一節 樣本結構分析...................................53
     第二節 信度與效度分析.................................56
     第三節 整體概念與結構模型.............................58
     第四節 實證結果.......................................62
     第五節 實證結果討論...................................64
     第五章 結論與建議.....................................67
     第一節 研究結論.......................................67
     第二節 實務上的建議...................................70
     第三節 理論上的貢獻...................................74
     第四節 研究限制.......................................74
     第五節 後續研究建議...................................75
     參考文獻..............................................77
     一、中文書目..........................................77
     二、英文書目..........................................79
     附錄..................................................86
     附錄一 前測問卷......................................86
     附錄二 網路問卷......................................88
     附錄三 產品置入相關研究整理..........................96
     
     表 次
     
     表2-1 「產品置入」形式分類.............................9
     表2-2 產品置入相關研究簡表............................13
     表3-1 研究假設及相關係數表............................44
     表3-2 前測問卷─消費者在選購手機時考量因素............48
     表3-3 前測問卷─消費者在收看連續劇時重視因素..........49
     表3-4 正式問卷設計....................................50
     表4-1 性別分配表......................................53
     表4-2 婚姻狀況分配表..................................53
     表4-3 年齡分配表......................................54
     表4-4 教育程度分配表..................................54
     表4-5 職業分配表......................................55
     表4-6 個人平均月收入分配表............................55
     表4-7 問卷信度之衡量..................................56
     表4-8 相關係數矩陣....................................59
     表4-9 研究架構圖各項配適值表..........................60
     表4-10 研究架構配適結果...............................61
     表5-1 假設驗證一∼三..................................67
     表5-2 假設驗證四......................................68
     表5-3 假設驗證五......................................69
     表5-4 假證驗證六∼八..................................69
     
     圖 次
     
     圖1-1 研究流程圖.......................................5
     圖2-1 產品置入三度空間架構圖..........................11
     圖2-2 理性行為理論（TRA）架構.........................34
     圖2-3 計畫行為理論（TPB）架構.........................35
     圖3-1 本研究架構圖....................................42
     圖4-1 本研究架構圖....................................58
     圖4-2架構模型配適結果.................................60		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0090351041en_US
dc.subject (關鍵詞) 產品置入zh_TW
dc.subject (關鍵詞) 計劃行為理論zh_TW
dc.subject (關鍵詞) 態度zh_TW
dc.subject (關鍵詞) 購買意願zh_TW
dc.subject (關鍵詞) 連續劇zh_TW
dc.subject (關鍵詞) 認同zh_TW
dc.subject (關鍵詞) 認知zh_TW
dc.subject (關鍵詞) 群體規範zh_TW
dc.subject (關鍵詞) 知覺行為控制zh_TW
dc.title (題名) 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zh_TW
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 參考文獻zh_TW
dc.relation.reference (參考文獻) 一、中文書目zh_TW
dc.relation.reference (參考文獻) 王建旺（民87），「臺北市數位式行動電話消費者之市場區隔及其購買決買決策之研究」，交通大學管理科學研究所碩士論文，民國87年6月zh_TW
dc.relation.reference (參考文獻) 王敏如（民89），「閱聽人與電視劇互動情形之探索：以兒童詮釋連續劇性別刻板印象」，世新大學傳播研究所碩士論文，民國89年6月zh_TW
dc.relation.reference (參考文獻) 李素月（民90），「類型廣播電台品牌認同建構研究」，國立政治大學廣播電視研究所碩士論文，民國90年6月zh_TW
dc.relation.reference (參考文獻) 呂惠富（民85），「產品涉入、購買涉入與品牌認同感理論模式之研究」，淡江大學國際企業學研究所碩士論文，民國85年6月zh_TW
dc.relation.reference (參考文獻) 吳大松（民91），「情境因素對女性購買行為之影響」，臺灣大學商學研究所碩士論文，民國91年6月zh_TW
dc.relation.reference (參考文獻) 吳淑玲（民85），「國中生偶像崇拜與價值觀關係之研究」，教育資料文摘（37）3:166-190、（37）4:157-175zh_TW
dc.relation.reference (參考文獻) 吳瓊洳（民86），「國中學生偶像崇拜之研究」，輔導通訊，51期p.49-51zh_TW
dc.relation.reference (參考文獻) 林建煌（民91），消費者行為，智勝，民國91年zh_TW
dc.relation.reference (參考文獻) 林靈宏（民83），消費者行為，五南，民國83年初版zh_TW
dc.relation.reference (參考文獻) Wann, D. L.（1995）, “Preliminary validation of the Sport Fan otivation Scale,” Journal of Sport and Social Issues, 19, 377-396.zh_TW
dc.relation.reference (參考文獻) Weaver, D. T., and Oliver, M. B.（2000）, “Telivision Programs and Advertising: Measuring the Effectiveness of Product Placement Within Seinfeld,” Paper presented to the Mass Communication Division at the 50th annual conference of the International Communication Association ( ICA ), Acapulco, Mexicozh_TW
dc.relation.reference (參考文獻) 邱志聖（民90），「策略行銷分析架構與實務應用」，智勝，民國90年初版zh_TW
dc.relation.reference (參考文獻) 袁之琦、游恆山(民79)，心理學名詞辭典，臺北：五南圖書出版公司，民國79年zh_TW
dc.relation.reference (參考文獻) 秦嘉菁（民88），「電視劇中家庭概念之呈現方式及閱聽人解讀型態之研究：以中視劇場─花系列節目為例」，國立政治大學廣播電視研究所碩士論文，民國88年6月zh_TW
dc.relation.reference (參考文獻) 莊旻潔（民91），「群體規範、認知、認同對產品態度與忠誠度的影響─以青少年之偶像崇拜行為為例」，國立政治大學國際貿易學研究所所碩士論文，民國90年6月zh_TW
dc.relation.reference (參考文獻) 陳雅婷（民91），「品牌認同感與所有權效果對品牌延伸評價之影響」，淡江大學管理科學碩究所碩士論文，民國91年6月zh_TW
dc.relation.reference (參考文獻) 陳筑筠（民92），「國小中高年級學裡對電視卡通人物之認同與其相關研究」，國立新竹師範學院國民教育研究所碩士論文，民國92年1月zh_TW
dc.relation.reference (參考文獻) 張春興（民76），心理學，台北市，東華書局，民國76年zh_TW
dc.relation.reference (參考文獻) 許美惠（民89），「電影中產品置入之廣告效果」，文化大學新聞研究所碩士論文，民國89年zh_TW
dc.relation.reference (參考文獻) 曾忠蕙（民90），「價格建構方式、廣告參考物與消費者認知需求對知覺價值與購買意願影響之研究」，實踐大學企業管理研究所碩士論文，民90年zh_TW
dc.relation.reference (參考文獻) 郭為藩（民70），「電視影響兒童社會學習之研究」，師大教育研究所集刊，23，p.25-91，民國70年zh_TW
dc.relation.reference (參考文獻) 楊文壽（民90），「行動電話手機消費者購買行為之涉入程度及購買決策之相關因素之關聯性研究」，交通大學經營管理研究所，碩士論文，民國90年6月zh_TW
dc.relation.reference (參考文獻) 蔡琰（民81），「電視單元戲劇展現之社會」『廣播與電視』第一卷第三期，p41-66，民國81年zh_TW
dc.relation.reference (參考文獻) 蔡琰（民88），「大學生電視劇審美體驗試析」『廣播與電視』第十四期，p.111-138，民國88年zh_TW
dc.relation.reference (參考文獻) 蔡琰（民89），「電視劇：戲劇傳播的敘事理論」，台北：三民，民國89年zh_TW
dc.relation.reference (參考文獻) 謝佳凌（民90），「電視劇迷在虛擬社群中的交談意義」，政大廣播電視研究所碩士論文，民國90年zh_TW
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