行動媒體置入行銷對購前行為影響之研究

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Title:	行動媒體置入行銷對購前行為影響之研究 The Study of the Influence of Mobile Media Product Placement on Pre-purchase Behavior
Authors:	許維娟
Contributors:	資訊傳播學系
Keywords:	新媒體置入行銷購前行為購買意願 New Media Product Placement Pre-purchase Behavior Purchase Intention
Date:	2016-06
Issue Date:	2016-08-15 14:42:56 (UTC+8)
Abstract:	置入性行銷為近年有效提升產品曝光率的一種行銷手法，不論是遊戲、戲劇、電影、綜藝節目、賽事轉播甚至是新聞節目皆可看到此行銷手法之運用。而隨著數位資訊時代的來臨，科技與網際網路日新月異的發展，新傳播科技紛紛出現並日漸普及，使得閱聽人不再只侷限於電視媒介，而是有更多樣的選擇；例如電腦以及行動媒體裝置等皆可以作為閱聽人選擇觀賞的媒介，而這些裝置亦可作為輔助電視觀看的使用。也由於這些新傳播科技的出現，改變了現今的行銷手法，讓置入性行銷擁有更多元的模式。但是這些運用新傳播科技的置入性行銷，對於閱聽人的購買意願是否會產生影響呢？本研究藉由文獻探討，了解新傳播科技對於置入行銷的演變與行銷模式之影響，再針對新傳播科技應用於置入行銷的不同模式採用問卷調查法進行研究，以了解新傳播科技影響置入行銷購買意願的情形。研究結果發現，互動性與便利性對於注意、興趣、搜尋及購買傾向四個構面具有一定的影響力，也就是消費者在使用新傳播科技時會受到其互動性與便利性的影響，進而影響消費者對置入產品之注意、興趣、搜尋行為的意願高低以及消費者的購買意願。 In recent years, product placement is one kind of marketing techniques effectively used to enhance product visibility, especially in computer games, dramas, movies, variety shows, and events. The technique is even used in news programs. With the advent of the digital technology, the rapid development of internet, human-computer interaction, and communication technology have gained popularity thus making the audience no longer confined to TV sets. Moreover, a greater variety of media products, such as computers and mobile devices, give more choices to audience and providing as an auxiliary TV viewing. Due to the emergence of new communication technology, there has been considerable change in today's marketing and product placement bearing more diverse patterns. Despite the spread use of human-computer interaction technology and product placement, the question remains whether these techniques will have an impact on audience's willingness to buy? This study used literature review to discover the impact of new communication technologies for media product placement’s evolution and marketing mode influences. Furthermore, this research used questionnaire to analyze human-computer interaction communication technologies influence on product placement’s purchase intention. The results revealed that interactivity and convenience attention have an influence on products interest, search and purchasing. Therefore, interactivity and convenience influence consumer use new communication technologies, and which further influence their attention, interest, search behavior and purchase intention.
Appears in Collections:	[Department of Information Communications & Graduate Institute of Information Communications ] thesis

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