韓劇置入性行銷對台灣觀眾的購買意願調查

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Title:	韓劇置入性行銷對台灣觀眾的購買意願調查 A Survey on the Purchase Intention of Taiwan Audiences in the Product Placement of Korean Dramas
Authors:	張芸婷
Contributors:	韓國語文學系
Keywords:	置入性行銷台灣觀眾購買意願購買行為 Product Placement(PPL) Taiwan audiences willingness to buy purchasing behavior
Date:	2021
Issue Date:	2023-02-15 09:59:52 (UTC+8)
Abstract:	韓國政府於2010年開放，戲劇節目可以置入產品行銷迄今，產品置入戲劇節目的廣告方式，已越來越受廠商的重視，因為消費者厭倦傳統廣告，影響電視劇演出的完整性。本研究旨在探討台灣觀眾在觀賞韓劇後，對劇中置入的產品是否產生購買意願？產生購買意願後是否會轉化成實際購買行為。研究發現台灣觀眾觀賞韓劇使用的媒體，以網路影音串流平台及有線電視為主，觀賞韓劇後屬於理性購物，不會因韓劇置入產品的影響而特意去購買置入產品。若需購買置入產品時，則是透過網路平台購買。在購買意願與購買行為相關分析，顯示研究對象，觀賞韓劇後購買意願與實際購買行為屬中度相關。研究發現想提高消費者對韓劇中置入產品購買意願，進而轉化成實際購買行為。除了產品本身須具有吸引力外，還需要透過劇中技巧的情節安排，及劇中男、女主角使用置入產品。透過這些因素的相輔相成，才能使韓劇中置入的產品達到良好的銷售效果。 The South Korean government has allowed drama programs to adopt Embedded Marketing (Product Placement) since 2010. The advertising method of product placement in drama program has received the attention of the businessmen because consumers are tired of traditional advertising, which affects the completeness of drama performance. The purpose of this study is to investigate whether Taiwanese audiences will buy the products embedded in the program after watching Korean dramas. Meanwhile, whether the willingness to buy will be transformed into actual buying behavior is explored. The research found that media used by Taiwanese audiences to watch Korean dramas are mainly centered on web-based audio-visual streaming platforms. Rational shopping was discovered from the buying behavior after watching Korean dramas. Namely, the buying products behavior was not influenced by the Korean dramas. If an embedded product is needed to be purchased, the online platform will be utilized. According to analysis of purchasing intentions and behavior, the correlation between subjects' buying willingness after watching Korean dramas and the actual buying behavior was moderate. The study found that for the sake of increasing the consumers' desire to buy products embedded in Korean dramas and to be transformed into actual purchases, several enabling factors are discovered. In addition to the attractiveness of the product itself, it is necessary to technically accommodate the usage of the embedded products within the plot of the drama and to highlight how the products are used by the main actor and actress. These factors complement each other, which facilitate the selling effectiveness of these embedded products in Korean dramas.
Appears in Collections:	[Department of Korean Language and Literature and Graduate School] thesis

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