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系統識別號 U0002-0807201411420000
中文論文名稱 MV品牌置入效果之研究
英文論文名稱 A study of product placement effectiveness in Music Video
校院名稱 淡江大學
系所名稱(中) 企業管理學系碩士在職專班
系所名稱(英) Department of Business Administration
學年度 102
學期 2
出版年 103
研究生中文姓名 陳靜瑩
研究生英文姓名 Ching-Ying Chen
學號 701610452
學位類別 碩士
語文別 中文
口試日期 2014-06-16
論文頁數 86頁
口試委員 指導教授-李月華
委員-許安琪
委員-吳坤山
中文關鍵字 置入性行銷  廣告態度  品牌概念形象  品牌態度 
英文關鍵字 Placement Marketing  Advertising Attitude  Brand Concept Image  Brand Attitude 
學科別分類
中文摘要 現在為多媒體時代,傳統的電視廣告效力早已大不如前;近年來網路媒體運用普及與頻寬增加,在網際網路上推廣產品或服務已逐漸成為行銷溝通的重要管道,且因線上影音技術的成熟使得觀賞線上影音比以前容易,所以藉由電視電影、廣播、展示電子看板…等媒體形成為多元化的行銷廣告類型。以往傳統電視廣告只能利用短短十幾秒的時間,讓消費者在短暫的時間裡留下印象,當越來越多的資訊藉由廣告傳遞給消費者時,消費者只會注意自己感到興趣的訊息,會吸引消費者興趣的廣告才會有廣告效果。
綜觀學者研究,置入性行銷相關研究大多數只針對傳統媒體,雖有學者曾探討不同媒體的差異,但也僅限於電影與電視之間比較,較少以MV作為媒介工具的置入性行銷之研究。以往關於廣告手法的研究,大多以提升消費者對廣告的關注和增進對廣告與產品的理解,增加消費者對品牌的購買意願;且品牌置入性行銷效果多以觀眾對品牌的記憶為主,較少衡量消費者的品牌態度。在過去對於傳統廣告的研究中,品牌概念形象的強弱對置入品牌態度的影響也很少被重視,這些在過去的研究中都是缺乏探討的一部分。
本研究係以MV作為研究品牌置入之媒介,因此必須讓受測者對影片中的歌手有某一程度的喜愛而對品牌產生認同,使歌手與置入品牌產生連結性。因此問利用網路問卷調查法,探討MV之視覺與劇情中品牌置入之連結度,使消費者對廣告訊息留下深刻的印象而對品牌態度的改變過程。
英文摘要 Nowadays is the era of multimedia. The impact of the traditional TV ads is much less effective than the past. In recent years, with the widespread usages of the internet & the faster speed of broadband connection, to promote products or services online has gradually become the major sources of marketing. In particular, the advancement in online video and audio technology makes it easier to watch things online. Therefore, the usage of the multimedia such as the movie, TV, radio, and electronic display board creates the versatile forms of marketing. The traditional TV can only use seconds of time to impress the consumers. The timeframe is really short. When more and information is passed on to the consumers through the advertisements, consumers only pay attention to the information they are interested. Only the advertisements that catch the consumers' attention is effective.

The research on placement marketing mainly focuses on the traditional media. Although some scholars investigate the differences of various types of medias, their research is largely confined to the comparisons between movie & TV. Little research had been performed on MV (Music Video) as a kind of placement marketing. The research on the methods of advisement mainly focuses on improving the attention of the consumers and the understanding of the ads and products so as to increase the consumers' purchase desires. Also, the brand placement marketing centers on the memorization of the brand for viewers. However, little had been done to measure the consumer's brand attitude. In the research on the traditional marketing, the strength of brand concept image on the placement brand attitude had not been given enough attention to. The research on these areas are nearly blank.

This study focuses on the MV as the brand placement media. The participants will be tested to see if they accept the products because they like the singer in the movie, in order to create the interconnection between the singer and the brand placement. Through the Internet questionnaires, this study investigates the connection between the visual effect and the plot of the MV & the brand placement, and the process of the changing brand attitude by the consumers who are impressed with the advertisement.
論文目次 目 錄
目 錄V
表目錄VII
圖目錄X

第壹章緒論1
第一節研究背景與動機1
第二節研究目的4
第三節研究流程5

第貳章文獻探討6
第一節置入性行銷6
第二節廣告效果14
第三節品牌知識22

第參章研究方法28
第一節研究架構28
第二節研究假說29
第三節研究變數之定義與衡量31
第四節研究設計39
第五節分析方法43

第肆章資料分析45
第一節樣本結構分析45
第二節信度分析46
第三節題項分析與驗證性因素分析48
第四節整體實驗模型SEM分析53
第五節變異數分析60

第伍章結論與建議64
第一節研究結論與貢獻64
第二節研究限制67
第三節管理意涵68
第四節未來研究之建議69
參考文獻71
附錄一80
附錄二83


表目錄
表2-1 國內外學者對置入性行銷之定義6
表2-1 國內外學者對置入性行銷之定義(續)7
表2-2 Pechmann and Stewart(1989)廣告說服理論9
表2-2 Pechmann and Stewart(1989)廣告說服理論(續)10
表2-3 Gupta and Lord (1998) 置入分類型態12
表2-4 國外研究學者對廣告效果之研究19
表2-4 國外研究學者對廣告效果之研究(續)20
表2-4 國外研究學者對廣告效果之研究(續)21
表2-5 國內外研究學者對品牌權益之定義22
表2-5 國內外研究學者對品牌權益之定義(續)23
表2-6 品牌概念形象之定義24
表3-1 視覺置入知覺之衡量問項32
表3-2 劇情置入知覺之衡量問項33
表3-3 品牌權益之衡量問項33
表3-4 品牌概念衡量問項34
表3-4 品牌概念衡量問項(續)35
表3-5 品牌態度之衡量問項36
表3-6 歌手喜好衡量問項36
表3-7 情緒喚起程度衡量問項37
表3-8 廣告態度衡量問項38
表3-9 前測問卷之設計表40
表3-10品牌權益前測之結果41
表3-11品牌概念前測之結果41
表3-12正式問卷之設計表42
表4-1 樣本特性46
表4-2 信度分析與探索性因素分析47
表4-2 信度分析與探索性因素分析(續)48
表4-3 PANASONIC各構念驗證性因素分析結果49
表4-4 VOLKSWAGEN各構念驗證性因素分析結果49
表4-4 VOLKSWAGEN各構念驗證性因素分析結果(續)50
表4-5 PANASONIC區別效度51
表4-6 VOLKSWAGEN 區別效度52
表4-7 兩種品牌模型之整體配適度評估54
表4-8 PANASONIC模型路徑係數58
表4-9 VOLKSWAGEN模型路徑係數59
表4-10 性別與研究構面之差異程度分析表60
表4-11 婚姻狀況與研究構面之差異程度分析表61
表4-12 年齡與研究構面之差異程度分析表 61
表4-13 個人月收入與研究構面之差異程度分析表62
表4-14 每天上網時數與研究構面之差異程度分析表63
表5-1 研究假說驗證結果說明66

圖目錄
圖1-1 本研究流程圖 5
圖2-1 Russell(1998)置入性行銷三構面圖13
圖2-2 情感轉移模式 16
圖2-3 雙重仲介假說 17
圖2-4 相互中介假說17
圖2-5 獨立影響假說 18
圖2-6 品牌形象的組成要素25
圖3-1 研究架構圖28
圖4-1 PANASONIC品牌模型之線性結構分析結果55
圖4-2 VOLKSWAGEN品牌模型之線性結構分析結果56
參考文獻 參考文獻
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