產品置入揭露程度對消費者回想、再認與態度之影響

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题名:	產品置入揭露程度對消費者回想、再認與態度之影響 The Effect of The Disclosure Level of Product Placement on Consumers’ Recall, Recognition and Attitude.
作者:	翁妙玲
贡献者:	行銷碩士學位學程碩士班
关键词:	產品置入說服知識回想再認態度 product placement persuasion knowledge recall recognition attitude
日期:	2017
上传时间:	2017-09-27 11:40:06 (UTC+8)
摘要:	在現今電視、電影產業已廣泛使用產品置入進行產品及品牌曝光，像是最著名的美國Reese's Pieces糖果置入於電影中，導致營業額大幅提升。有效運用產品置入，不僅可以增加消費者對於產品及品牌的喜好度，亦可提高該商品的銷售額。世界各國法條規範需明確揭露產品置入，以避免消費者受到隱藏式廣告的不當影響，但皆未規範揭露程度。本研究探討的是不同產品置入揭露程度對於置入產品的回想、再認和態度的影響。本研究採實驗設計法，於影片中操弄不同產品置入揭露程度：完全揭露、部分揭露、完全不揭露，並衡量受試者的產品回想、品牌回想、產品再認、品牌再認、產品態度、品牌態度。研究證實完全揭露相較於完全不揭露時，會獲得顯著較高的產品回想、品牌回想、產品再認、品牌再認以及顯著較低的產品態度、品牌態度；完全不揭露相較於完全揭露時，會獲得顯著較低的產品回想、品牌回想、產品再認、品牌再認以及顯著較高的產品態度、品牌態度。 Product Placement has been widely used for product and brand exposure in tele-vision and film industry, such as Reese’s Pieces candy into the film from US, resulting in increase in turnover. Use product placement effectively, not only can increase pref-erences of consumer for the product and brand, but also increase sales of the goods. Laws of the world norms norm must be clearly disclosure product placement, in order to avoid the hidden effects of hidden advertising for consumer, but it doesn’t norm the level of disclosure. This research explores the effects of different product placement disclosure on the recalls, recognitions, and attitudes of products placement. We use the experimental design method in this study, manipulating the different disclosure level of product placement in the film: completely disclosure, partially disclosure, completely uncovering and measuring the product's product recall, brand recall, product recogni-tion, brand recognition, product attitude, brand attitude. The result demonstrates that compare with completely uncovering, completely disclosure gets significantly higher on product recall, brand recall, product recognition, brand recognition, and significantly lower product attitudes and brand attitudes；Compare with completely disclosure, completely uncovering gets significantly lower on product recall, brand recall, product recognition, brand recognition and significantly higher product attitude, brand attitude.
显示于类别:	[行銷碩士學位學程] 博碩士論文

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