繼電視電影的廣告置入平台之後，綜藝節目的廣告置入平台在近年來正逐漸成為廣告商的另一片熱土。在目前的綜藝節目中的廣告置入行為中，有不少的節目平台與廣告商逐漸提高廣告的置入顯著度，希望藉此來提高品牌產品的曝光度，此使得節目整體的流暢度受到挑戰。而這種顯著高曝光的廣告形式是否是有效的廣告置入方式？及此對於閱聽眾的態度會產生何種影響？等議題，乃是本研究欲去加以探討的。
  本研究目的主要是針對目前中國大陸的綜藝節目之現狀，探討廣告置入特性在綜藝節目中的體現及其對閱聽眾的品牌產品態度與節目平台的態度之影響。據此以獲得有意義的資訊提供給未來有意需要在節目中置入產品信息的企業做參考。本研究在確定研究動機及擬定研究方向及研究目的後，對國內外之相關文獻加以歸納整理，以確定研究架構及研究假設以進行實證統計分析。本研究針對回收的有效樣本298份問卷資料，進行了敘述性統計分析、因素分析、信度分析、ANOVA分析、相關分析及階層迴歸分析，最後有以下的重要發現：
  1. 廣告置入顯著度對閱聽眾態度具顯著影響效果。
  2. 不同的廣告置入類型之強度對閱聽眾態度具顯著影響效果。
  3. 各人口統計變項在閱聽眾的態度上無顯著差異。
  4. 品牌與情節關聯度對廣告置入顯著度與閱聽眾的態度間之關係具有
     干擾效果。

After the TV and film advertising platform, the platform for variety shows has gradually become a hot spot for advertising in recent years. In the advertising placement behavior in current variety show programs, lots of program platforms and advertisers have gradually increased the prominence of ad placement to increase the brand exposure, which may result in the challenge of overall program fluency. However, whether the high exposure ad is an effective ad placement? And how does it influence the audience’s attitude? These are the issues this study will explore.
  The main purpose of this study is to present the status quo of Chinese variety shows, and to explore the impact of advertising placement characteristics on variety shows and the audience's attitude to handed product and program platform. The findings in this study will provide meaningful information for the reference of those enterprises which will be interested in the placement ad. After identifying the motivation, direction and purposes, this study explored the related literatures and induced them for constructing the research framework, and then developing the related hypotheses for the statistical testing of empirical survey. Based on the 298 copies of valid questionnaires, this study conducted descriptive analysis, factors analysis, reliability analysis, ANONA analysis, correlation analysis, and hierarchical regression analysis. Finally, there are following major findings in this study:
  1. Advertising placement has significant impact on the 
     attitude of audience.
  2. The intensity of different types of advertising has 
     a significant effect on the attitude of audience.
  3. There was no significant difference in attitude 
     towards audience among demographic variables.
  4. The correlation between brand and plot has a 
     moderating effect on the relationship between 
     advertising placement salience and the attitude of 
     audience.

目錄
目錄....................................................I
表次..................................................III
圖次....................................................Ⅴ
第一章 緒論..............................................1
    第一節 研究背景與動機.................................1
    第二節 研究目的......................................7
    第三節 研究流程......................................8
第二章 文獻探討..........................................9
    第一節 中國大陸綜藝節目之概述..........................9
    第二節 置入式廣告之內涵..............................11
    第三節 廣告置入類型..................................15
    第四節 廣告置入顯著度................................16
    第五節 閱聽眾的態度..................................19
    第六節 品牌與情節關聯度..............................20
    第七節 廣告置入類型、廣告置入顯著度、品牌與情節關聯度與閱聽
          眾態度之關係..................................21
    第八節 人口統計變項與閱聽眾態度之關係..................25
第三章 研究方法.........................................27
    第一節 研究架構.....................................27
    第二節 變項定義與衡量................................27
    第三節 研究假設.....................................33
    第四節 抽樣設計.....................................33
    第五節 效果評估.....................................34
    第六節 資料分析方法..................................36
第四章 資料分析與結果....................................38
    第一節 敘述性統計分析................................38
    第二節 因素及信度分析................................41
    第三節 獨立樣本t檢定及變異數分析......................49
    第四節 相關分析.....................................52
    第五節 迴歸分析.....................................55
    第六節 假設驗證結果之彙整............................61
第五章 結論與建議.......................................63
    第一節 結論.........................................63
    第二節 管理意涵.....................................64
    第三節 研究限制.....................................66
    第四節 建議.........................................67
參考文獻................................................68
   一、中文部分.........................................68
二、英文部分............................................68
附錄：問卷..............................................76
 
                           表次
表2-1  《中國新歌聲》歷年廣告置入價位表....................10
表2-2  在不同時期下置入式廣告之定義.......................12
表2-3  廣告置入之分類模式................................18
表3-1  廣告置入類型之問項................................28
表3-2  廣告置入顯著度之問項..............................29
表3-3  閱聽眾對品牌產品的態度之問項.......................30
表3-4  閱聽眾對節目態度之問項.............................31
表3-5  情節關聯度之問項..................................32
表3-6  《中國新歌聲》節目中置入的品牌產品..................35
表4-1  性別分佈狀況表....................................39
表4-2  年齡分佈表.......................................39
表4-3  職業狀況分佈表....................................40
表4-4  廣告置入顯著度之KMO值及Bartlett球形檢定表..........42
表4-5  廣告置入顯著度之因素分析表.........................42
表4-6  廣告置入類型「視覺置入」之KMO值及Bartlett球形檢定表..43
表4-7  廣告置入類型「視覺置入」之因素分析表................43
表4-8  廣告置入類型「聽覺置入」之KMO值及Bartlett球形檢定表..43
表4-9  廣告置入類型「聽覺置入」之因素分析表................44
表4-10 閱聽眾對品牌產品的態度之KMO值及Bartlett球形檢定表...44
表4-11 閱聽眾對品牌產品的態度之因素分析表..................45
表4-12 閱聽眾對節目平台態度之KMO值及Bartlett球形檢定表.....45
表4-13 閱聽眾對節目平台態度之因素分析表....................45
表4-14 品牌與情節關聯度之KMO值及Bartlett球形檢定表.........46
表4-15 品牌與情節關聯度之因素分析表.......................46
表4-16 信度分析表.......................................47
表4-17 性別對閱聽眾態度各變項之差異分析表..................50
表4-18 年齡在閱聽眾態度各變項之差異分析表..................51
表4-19 職業狀態在閱聽眾態度各變項之差異分析表..............52
表4-20 自變項與干擾變項對依變項之相關係數分析表.............54
表4-21 廣告置入顯著度對置入品牌產品各變項之迴歸彙整表.......55
表4-22 廣告置入顯著度對置入節目態度各變項之迴歸彙整表.......56
表4-23 品牌與情節關聯度對廣告置入顯著度與閱聽眾態度之階層迴歸
       分析彙整表...................................... 57
表4-24 廣告置入類型各變項對閱聽眾態度各變項之迴歸分析彙表....59
表4-25 研究假設驗證彙整表................................62

                              圖次
圖1-1 本研究流程圖.......................................8
圖3-1 本研究之研究架構圖.................................27
圖4-1 閱聽眾對節目廣告認知度..............................40
圖4-2 廣告置入效........................................41
圖4-3 因素分析後之研究架構...............................48

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