2012年年會論文 -非商業訊息置入於戲劇節目的傳播效果研究
篇名
非商業訊息置入於戲劇節目的傳播效果研究
作者
李虹豫
中文摘要
置入性行銷是近年來廣泛使用的行銷手法之一,然而學界大部份研究均聚
焦於商業產品的置入性行銷,而忽略其亦普遍應用於非商業訊息的事實。有鑑於
此,本研究採取實驗法比較不同訊息類型(商業和非商業訊息)置入效果的差異,
同時進一步探討置入呈現方式(視覺置入和視聽置入)對非商業訊息置入效果的
影響。本研究結果發現:1.置入非商業訊息相對於商業訊息,有較佳的置入效果。
2. 不同置入呈現方式,雖然在訊息態度和行為意圖上沒有顯著差異,但對記憶
度和影片態度卻有顯著且正向的效應。
英文摘要
Product placement is a widely used method of marketing these years. But
studies are mostly focus on product placement of commercial products, neglecting the
fact that it is also commonly exist in non-commercial information. So, in this study,
we use experimental method to compare the effect of different message type
(commercial and non-commercial), and discuss the influence in which way it present
(visual only and combines audio-visual). In this study, we discover that: 1. In
comparison with commercial information, non-commercial product placement works
better in the effect of product placement. 2. Though there is no significant difference
in information attitude and behavioral intention, different modalities product
placement has significant and positive influence in memory and film attitude.
中文關鍵詞
置入性行銷、置入訊息類型、置入呈現方式、置入效果
英文關鍵詞
Product Placement, Message Types, Modality, Placement Effects
發表日期
2012.07.08
授權狀況
已授權