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題名 | 產品置入型態之置入效果研究:幽默場景之干擾角色=The Impact of Placement Modality on Placement Effect: The Moderating Role of Humorous Scenario |
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作者 | 吳長生; 林聖傑; | 書刊名 | 管理與資訊學報 |
卷期 | 18 2013.06[民102.06] |
頁次 | 頁1-27 |
分類號 | 496.5 |
關鍵詞 | 產品置入; 幽默場景; 品牌回憶; 品牌態度; Product placement; Humorous scenario; Brand memory; Brand attitude; |
語文 | 中文(Chinese) |
中文摘要 | 本研究根據說服知識模型,檢驗置入型態對於品牌回憶與品牌態度的置入效果,以及幽默場景對置入效果之干擾影響。採 2(置入型態:顯著置入、隱約置入)× 2(幽默場景:有、無)之組間實驗設計方式,以 DVD 出租店之消費者為研究對象,依據台北市行政區之劃分,每區皆挑選一家 DVD 出租店共 12 店,共計回收有效問卷240 份。結果發現:(1) 顯著置入相較隱約置入有較佳的品牌回憶效果,但有較差的品牌態度;(2) 幽默場景的塑造對於不同置入型態之置入效果有干擾作用,會提高隱約置入較顯著置入之較佳品牌態度差距。研究結果可提供行銷人員根據不同行銷目標,採取不同置入型態策略之參考。 |
英文摘要 | Based on persuasion knowledge model, the aim of this study is to examine the impact of product placement modality on brand memory and brand attitude in the mind of consumers. Furthermore, the moderating effects of humorous scenario on these relationships are also examined. With a 2(placement modality: prominent placement vs. subtle placement) × 2(humorous scenario: with vs. without) between-subjects experimental design, we collected 240 effective samples from the consumers of 12 DVD leasing stores in Taipei. The findings were as followings: (1) consumers’brand memory under prominent placement is higher than that under subtle placement; (2) consumers’ brand attitude under subtle placement is better than that under prominent placement; (3) the difference of consumers’ brand attitude between subtle placement and prominent placement become larger under humorous scenario. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。