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題名 閱聽人對電視新聞創「議」置入產品訊息接收之研究
A study on audience’s reception of product placement on tv news a study on audience’s reception of product placement on tv news
作者 許臻耘
Hsu, Tseng Yun
貢獻者 郭貞
許臻耘
Hsu, Tseng Yun
關鍵詞 置入性行銷
訊息論點品質
產品置入型態
產品涉入度
溝通效果
Product Placement
Argument Qualities
Types of Product Placement
Product Involvement
Communication effect
日期 2009
上傳時間 8-Dec-2010 01:51:36 (UTC+8)
摘要 電視新聞置入性行銷雖是新興現象，但在新聞界蔓延已成為普遍現象，成為影響新聞產製的重要力量。電視新聞置入性行銷，以較為迂迴、精心設計，與新聞內容融合一體，使消費者難以區辨到底是新聞，還是為商品廣告的行銷訊息。國內目前研究，多是探討此種行銷方式，對新聞專業與新聞工作者的影響，尚未見對閱聽人接收與影響面向的研究。是故，本研究欲探究閱聽人對於產品置入性新聞之接收評價，在溝通效果中扮演的角色。
本研究以實驗法進行，採取三因子實驗設計，為2(置入型態：顯性/隱性)*2(論點品質：強論點/弱論點)*2(產品涉入度：高涉入/低涉入)*2=8個產品置入策略組合，為避免受試者觀看不同產品的效果差異，故讓每位受試者觀看分別看高低二種產品涉入度的實驗影片，形成4個實驗組別，共邀集185位受測者參與，回收有效問卷164份，有效回收率為88.65%。　
研究結果發現，「產品置入型態」對置入性新聞溝通效果未有顯著影響。「訊息論點品質」是影響產品置入性新聞的關鍵因素，對產品置入性新聞之溝通效果影響最為顯著；採取強論點訊息，能引發閱聽人較正向的接收評價，不論是訊息接受度、可信度與資訊性皆有較佳的評價，進而影響消費者對品牌的態度，對訊息的記憶程度亦有相對較佳的表現。閱聽人對「置入性行銷的既存態度」影響閱聽人接收不同論點品質的溝通效果：即置入性行銷持以高既存態度者，暴露於強論點品質之產品置入性新聞，比暴露於弱論點品質時產生更多支持性的想法、較高的記憶效果與較佳的訊息態度。
Although being an emerging phenomenon, the product placement on TV News has spread into an universal phenomenon in the News circles, and become an important force influencing News production. With relatively roundabout and meticulous design, the Product Placement on TV News is well integrated with the News content, making consumers difficult to distinguish it from News and Marketing message of product. Present domestic researches are mainly investigating the impact of such marketing method on journalism and the News workers, but still haven’t focused on the reception and the influence of the audience. Therefore, this study is to investigate the audience’s reception comments on the Product Placemen on TV News and their roles in communication effect.
This study adopts the experimentation of three-factor experimental design, which are 2 Placement Types (prominent/subtle) *2 Argument Qualities (strong /weak) *2 Product involvements (High /Low). A total of 185 participants were invited and all of them were randomized to watch the experimental films, and required to fill out the questionnaires after watching. A total of 164 effective questionnaires were returned, with a valid return rate of 88.65%.
The results of this study show that the “Type of PPL” has no significant impact on the communication effect of the Product Placement on TV News. The “Message Argument Quality” is the key factor influencing the Product Placement on TV News. Using strong argument messages can trigger the audience’s relatively positive reception comments in message acceptability, News credibility and message informativeness and then impact the consumers’ attitudes towards brands. Also, it has relatively better performance on the recall degree towards messages.The audience’s existing attitudes towards the Placement Marketing impact their communication effects in receiving different argument qualities. The Placement Marketing with high existing attitudes will produce more supportive thoughts, higher recall effect and better message attitude when exposed in Product Placement on TV News of strong argument quality than that exposed in product placement news of weak argument quality.
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描述 碩士
國立政治大學
傳播學院碩士在職專班
93941010
98
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0093941010
資料類型 thesis
dc.contributor.advisor 郭貞zh_TW
dc.contributor.author (Authors) 許臻耘zh_TW
dc.contributor.author (Authors) Hsu, Tseng Yunen_US
dc.creator (作者) 許臻耘zh_TW
dc.creator (作者) Hsu, Tseng Yunen_US
dc.date (日期) 2009en_US
dc.date.accessioned 8-Dec-2010 01:51:36 (UTC+8)-
dc.date.available 8-Dec-2010 01:51:36 (UTC+8)-
dc.date.issued (上傳時間) 8-Dec-2010 01:51:36 (UTC+8)-
dc.identifier (Other Identifiers) G0093941010en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/48843-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 傳播學院碩士在職專班zh_TW
dc.description (描述) 93941010zh_TW
dc.description (描述) 98zh_TW
dc.description.abstract (摘要) 電視新聞置入性行銷雖是新興現象，但在新聞界蔓延已成為普遍現象，成為影響新聞產製的重要力量。電視新聞置入性行銷，以較為迂迴、精心設計，與新聞內容融合一體，使消費者難以區辨到底是新聞，還是為商品廣告的行銷訊息。國內目前研究，多是探討此種行銷方式，對新聞專業與新聞工作者的影響，尚未見對閱聽人接收與影響面向的研究。是故，本研究欲探究閱聽人對於產品置入性新聞之接收評價，在溝通效果中扮演的角色。
本研究以實驗法進行，採取三因子實驗設計，為2(置入型態：顯性/隱性)*2(論點品質：強論點/弱論點)*2(產品涉入度：高涉入/低涉入)*2=8個產品置入策略組合，為避免受試者觀看不同產品的效果差異，故讓每位受試者觀看分別看高低二種產品涉入度的實驗影片，形成4個實驗組別，共邀集185位受測者參與，回收有效問卷164份，有效回收率為88.65%。　
研究結果發現，「產品置入型態」對置入性新聞溝通效果未有顯著影響。「訊息論點品質」是影響產品置入性新聞的關鍵因素，對產品置入性新聞之溝通效果影響最為顯著；採取強論點訊息，能引發閱聽人較正向的接收評價，不論是訊息接受度、可信度與資訊性皆有較佳的評價，進而影響消費者對品牌的態度，對訊息的記憶程度亦有相對較佳的表現。閱聽人對「置入性行銷的既存態度」影響閱聽人接收不同論點品質的溝通效果：即置入性行銷持以高既存態度者，暴露於強論點品質之產品置入性新聞，比暴露於弱論點品質時產生更多支持性的想法、較高的記憶效果與較佳的訊息態度。		zh_TW
dc.description.abstract (摘要) Although being an emerging phenomenon, the product placement on TV News has spread into an universal phenomenon in the News circles, and become an important force influencing News production. With relatively roundabout and meticulous design, the Product Placement on TV News is well integrated with the News content, making consumers difficult to distinguish it from News and Marketing message of product. Present domestic researches are mainly investigating the impact of such marketing method on journalism and the News workers, but still haven’t focused on the reception and the influence of the audience. Therefore, this study is to investigate the audience’s reception comments on the Product Placemen on TV News and their roles in communication effect.
This study adopts the experimentation of three-factor experimental design, which are 2 Placement Types (prominent/subtle) *2 Argument Qualities (strong /weak) *2 Product involvements (High /Low). A total of 185 participants were invited and all of them were randomized to watch the experimental films, and required to fill out the questionnaires after watching. A total of 164 effective questionnaires were returned, with a valid return rate of 88.65%.
The results of this study show that the “Type of PPL” has no significant impact on the communication effect of the Product Placement on TV News. The “Message Argument Quality” is the key factor influencing the Product Placement on TV News. Using strong argument messages can trigger the audience’s relatively positive reception comments in message acceptability, News credibility and message informativeness and then impact the consumers’ attitudes towards brands. Also, it has relatively better performance on the recall degree towards messages.The audience’s existing attitudes towards the Placement Marketing impact their communication effects in receiving different argument qualities. The Placement Marketing with high existing attitudes will produce more supportive thoughts, higher recall effect and better message attitude when exposed in Product Placement on TV News of strong argument quality than that exposed in product placement news of weak argument quality.		en_US
dc.description.tableofcontents 《摘 要》 I
ABSTRACT II
謝 誌 III
目 錄 V
表 目 錄 VIII
圖 目 錄 XI
壹、 緒論 : 打造流行，引導消費 12
第一節 研究背景與動機 12
第二節 研究目的 17
第三節 問題意識 18
第四節 研究問題與流程 19
貳、 相關理論探討與文獻回顧 21
第一節 置入性行銷 21
第二節 廣告與溝通效果 30
第三節 訊息說服相關理論 35
第四節 產品置入之溝通效果 43
第五節 產品置入型態對訊息溝通效果的影響 48
第六節 訊息論點品質對訊息溝通效果的影響 50
第七節 產品涉入度對訊息溝通效果的影響 52
第八節 產品置入之訊息態度與品牌態度的關聯 53
第九節 置入型態與產品涉入度之交互影響 56
第十節 閱聽人對置入性行銷之既存態度對訊息溝通效果之干擾影響 58
參、 研究方法 59
第一節 研究架構 59
第二節 研究問題與假設 61
第三節 研究方法 63
第四節 研究變數定義、操弄與衡量 64
第五節 研究設計 75
第六節 實驗流程 82
第七節 資料分析方法 84
肆、 研究結果分析與討論 85
第一節 問卷回收與資料整理 85
第二節 「產品置入型態」對溝通效果的影響分析 93
第三節 「訊息論點品質」對溝通效果的影響分析 97
第四節 「產品涉入度」對溝通效果的影響分析 104
第五節 「訊息態度」對「品牌態度」影響關係 106
第六節 「產品涉入度」與「產品置入型態」對溝通效果的影響分析 108
第七節 置入性行銷既存態度干擾效果影響 111
伍、結論與建議 115
第一節 研究結果與發現 115
第二節 實務意涵與建議 119
第三節 研究限制 120
第四節 後續研究建議 122
參考文獻 123
一. 中文部份 123
二. 英文部份 126
附 錄 133
附錄一、前測問卷 133
附錄二、正式實驗問卷 136
附錄三、實驗素材影片分鏡表 145
 實驗組合一（顯性／訊息強論點置入）： 145
 實驗組合二（顯性／訊息弱論點置入）： 151
 實驗組合三（隱性／訊息強論點置入）： 155
 實驗組合四（隱性／訊息弱論點置入）： 158

表 目 錄
表 2-1 ：置入性行銷與其他行銷方式之比較 21
表 2-2 ：訊息態度衡量定義 46
表 3-1 ：本研究假設 62
表 3-2 ：本研究自變數操作定義-產品置入型態 65
表 3-3 ：本研究自變數–產品置入型態 衡量方式 65
表 3-4 ：本研究自變數操作定義 -訊息內容論點品質 66
表 3-5 ：本研究自變數 - 訊息內容論點品質 衡量方式 67
表 3-6 ： ZAICHKOWSKY PII量表 衡量題項 68
表 3-7 ：產品涉入度 衡量題項 69
表 3-8 ：訊息記憶效果衡量表 70
表 3-9 ：訊息態度衡量表 72
表 3-10 ：品牌態度衡量表 73
表 3-11 ：對產品置入電視新聞之先前態度衡量 74
表 3-12 ：本研究實驗設計組合 76
表 3-13 ：本研究實驗設計與實驗素材彙整 77
表 3-14 ：產品涉入度之前測問項 78
表 3-15 ：產品涉入度前測檢定 79
表 3-16 ：產品置入之品牌設定 79
表 3-17 ：實驗素材　產品置入與電視新聞專題 80
表 3-18 ：本研究實驗對象隨機分派 81
表 4-1 ：實驗問卷回收結果 85
表 4-2 ：實驗樣本性別結構 85
表 4-3 ：各實驗組合有效樣本配置 86
表 4-4 ：研究構面之信度分析表 87
表 4-5 ：研究構面之效度適切性分析表 88
表 4-6 ：不同實驗組別在「自變數－置入策略」之差異性檢定 89
表 4-7 ：不同實驗組別在「應變數-溝通效果」上之差異性檢定 90
表 4-8 ：假設一結果表 93
表 4-9 ：產品置入型態與記憶效果之變異數分析 93
表 4-10 ：「產品置入型態」在「記憶效果」之差異性檢定 94
表 4-11 ：產品置入型態與訊息態度之變異數分析 94
表 4-12 ：「產品置入型態」在「訊息態度」之差異性檢定 95
表 4-13 ：產品置入型態與品牌態度之變異數分析 95
表 4-14 ：「產品置入型態」在「品牌態度」之差異性檢定 96
表 4-15 ：假設二結果表 97
表 4-16 ：訊息論點品質與記憶效果之變異數分析 98
表 4-17 ：訊息論點品質與訊息態度之變異數分析 98
表 4-18 ：訊息論點品質與品牌態度之變異數分析 99
表 4-19 ：「訊息論點品質」對「溝通效果」之差異性檢定 99
表 4-20 ：高涉入產品置入，「訊息論點品質」對「溝通效果」 101
表 4-21 ：高涉入產品置入，「訊息論點品質」在「訊息態度」 103
表 4-22 ：假設三結果表 104
表 4-23 ：高涉入度下「訊息論點品質」在「溝通效果」之差異性檢定 105
表 4-24 ：假設四結果表 106
表 4-25 ：訊息態度對於品牌態度之迴歸分析 106
表 4-26 ：假設五結果表 108
表 4-27 ：產品置入型態與產品涉入度「記憶效果」變異數分析 109
表 4-28 ：產品置入型態與產品涉入度「品牌態度」變異數分析 110
表 4-29 ：假設六結果表 111
表 4-30 ：「置入性行銷先前態度」對「訊息態度」干擾影響分析 112
表 4-31 ：「置入性行銷先前態度」對「品牌態度」干擾影響分析 113

圖 目 錄
圖 1-1 ：台灣民眾最常收看的電視節目類型 13
圖 1-2 ：本研究流程 20
圖 2-1 ：產品置入形式分類 26
圖 2-2 ：產品置入的三個面向 27
圖 2-3 ：廣告效果學習模式的派別與類型 32
圖 2-4 ：廣告層級效果模式 33
圖 2-5 ：ELABATORATION LIKLIHOOD MODEL (ELM) 36
圖 2-6 ：ELM模式架構圖 37
圖 2-7 ：HOVLAND & JANIS 的溝通說服模式 39
圖 2-8 ：本研究溝通效果衡量變項 43
圖 2-9 ：態度的組成份 45
圖 2-10：「廣告態度」-「品牌態度」之情感轉移假說 54
圖 3-1 ：本研究架構圖 60
圖 3-2 ：本研究實驗流程簡圖 82
圖 4-1 ：不同強弱論點訊息與置入型態之記憶程度影響差異 91
圖 4-2 ：不同強弱論點訊息與置入型態之訊息態度影響差異 92
圖 4-3 ：不同強弱論點訊息與置入型態之品牌態度影響差異 92
圖 4-4 ：不同強弱論點訊息對溝通效果之影響差異 100		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0093941010en_US
dc.subject (關鍵詞) 置入性行銷zh_TW
dc.subject (關鍵詞) 訊息論點品質zh_TW
dc.subject (關鍵詞) 產品置入型態zh_TW
dc.subject (關鍵詞) 產品涉入度zh_TW
dc.subject (關鍵詞) 溝通效果zh_TW
dc.subject (關鍵詞) Product Placementen_US
dc.subject (關鍵詞) Argument Qualitiesen_US
dc.subject (關鍵詞) Types of Product Placementen_US
dc.subject (關鍵詞) Product Involvementen_US
dc.subject (關鍵詞) Communication effecten_US
dc.title (題名) 閱聽人對電視新聞創「議」置入產品訊息接收之研究zh_TW
dc.title (題名) A study on audience’s reception of product placement on tv news a study on audience’s reception of product placement on tv newsen_US
dc.type (資料類型) thesisen
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