巫喜瑞、梁榮達

Cedric Hsi-Jui Wu & Rong-Da Liang

產品置入策略 ； 產品態度 ； 對一般產品置入的態度 ； 購買意願

product placement strategy ； attitude toward product ； attitude toward product placement in general ； purchase intention

「產品置入」即所謂的置入性行銷。本文欲探討產品置入策略與置入溝通效果間關係，以及上述關係是否受到消費者對一般產品置入態度的調節。本文建構一概念陸架構，並以問卷調查全國12所大學日間部學生意見，總計蒐集600份問卷，有效問卷為308份。假設檢定後發現：(l)置入產品與劇情相關産生對產品態度具顯著正向影響；(2)劇情內容喜好對產品態度具顯著正向影響；(3)劇中偶像喜好對購買意圖具顯著正向影響；(4)產品態度對購買意圖具顯著正向影響；(5)對一般產品置入的態度在置入產品策略與買意圖關係間具部分調節效果。

The purpose of this study is to examine the impact of product placement strategy on placement communication effect and the moderating effects of consumer's attitude toward product placement in general. This study develops a conceptual framework for the analysis of product placement. Our respondents are 600 college students. The findings suggest that: (1) the association between the product and serials has positive effect on attitude toward product, (2) positive attitude towards plot has positive effect on attitude toward product, (3) positive attitude toward characters has positive effect on purchase intention, (4) attitude toward product has positive effect on purchase intention, (5) attitudes toward product placement in general has a moderating effect on the relationship between product placement strategy and purchase intention.