| dc.contributor.advisor | 邱志聖 博士 | zh_TW |
| dc.contributor.advisor | Jyh-shen Chiou | en_US |
| dc.contributor.author (Authors) | 李廷妍 | zh_TW |
| dc.contributor.author (Authors) | Lee Cheng Yen | en_US |
| dc.creator (作者) | 李廷妍 | zh_TW |
| dc.creator (作者) | Lee Cheng Yen | en_US |
| dc.date (日期) | 2002 | en_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) | G0090351041 | en_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) | 90351041 | zh_TW |
| dc.description (描述) | 91 | zh_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/#G0090351041 | en_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) | thesis | en |
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