| 摘要: | 本研究試圖運用此觀點來探討為何對廣告排斥者，在得知素人街拍單元中含有廣告訊息置入之後，仍然對訊息產生接受意願的過程，利用深度訪談法輔以圖片內容及錄影過程，找尋出可能影響讀者訊息接受之因素，並加以歸納整理讀者對於廣告置入之訊息接受以及是否會產生懷疑懸置的過程，研究結果顯示讀者對平面雜誌原屬於低涉入閱讀過程，而素人街拍單元對部份讀者會提升接受度與涉入度，在兩者提升之下讀者會對素人街拍單元產生較專注的閱讀過程，因此能使讀者暫時排除心中對廣告訊息原有的抗拒，並且願意沉浸在素人街拍單元所提供的主題情境之中，這樣的現象為讀者對於廣告訊息產生懷疑懸置的結果。
The results showed that the original readers of the print magazine reading process is a low involvement, but the Amateur Street Snap could be upgrade reader's willingness to accept a message for the magazine. Under the involvement of changing the minds of the reader to exclude advertising messages of the original concerns, and are willing to immerse in the context provided by the print magazine, the site is suspended due to the generation of readers to doubt the advertising messages are generated. Finally, look forward to the research results can provide recommendations on the future of product placement in the print media. |
