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訊息提示、產品涉入與置入型態對於部落格置入效果之影響 = Do Prim...

國立高雄大學經營管理研究所

訊息提示、產品涉入與置入型態對於部落格置入效果之影響 = Do Priming, Product Involvement, and Placement Characteristics Matter in Blog Product Placement?

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	Do Priming, Product Involvement, and Placement Characteristics Matter in Blog Product Placement?
作者:	陳亭廷,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	2009[民98]
面頁冊數:	104面圖、表 : 30公分;
標題:	產品涉入
標題:	blogs
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/89799355194493771629
附註:	參考書目：面
附註:	指導教授：張純端、吳毓麒
摘要註:	置入性行銷是一種相較於傳統廣告的另一種行銷決策，透過不經意的置入影響消費者決策。過去相關的研究結果顯示，置入性行銷能夠讓消費者產生正向效果(ex:購買意願提高、品牌態度良好等)，但在傳統廣告式微後，置入性行銷如雨後春筍般的頻繁出現，導致置入性行銷之效果與以往研究產生矛盾現象，並非置入性行銷皆能產生正向影響。本文透過部落格來了解置入性行銷在部落格上之應用及結果，選擇「旅遊」作為部落格討論議題，透過實驗設計來檢視訊息提示、置入情境以及產品涉入程度來了解部落格置入性行銷效果之影響，實驗為2x2x2三因子設計，分別為訊息提示有無(有vs.無)、置入情境(顯性vs.隱性)及產品涉入(高vs.低)，其中產品涉入為測量變數，因此共分為四組實驗情境，研究對象來自MSN台灣交友圈889位成員，應用多變量分析進行驗證與分析。結果顯示，瀏覽人產品涉入程度高之置入效果較好；有訊息提示較無訊息提示效果好；顯性置入較隱性置入效果佳；當顯性置入時，高產品涉入的瀏覽人受到影響較大。而三個變數之間確實存在交互作用。當部落格使用顯性產品置入時，對於產品涉入程度低的瀏覽人而言，無訊息提示相對於有訊息提示較能產生較好的廣告效果，但對於產品涉入程度高的瀏覽人而言，有訊息提示則效果較好。當部落格使用隱性產品置入時則得到和上述完全相反的結果。本研究之結果除了擴展置入性行銷的理論基礎，亦提供行銷人員在實務面執行之重要參考依據。 Product placement is one enduring issue in the study of marketing. Researchers of product placement have often suggested that affect positively to viewers. Although previous research suggests the influences of placement priming, placement characteristics and product involvement, the links among these three effects remained unexplored. Using the blogs as the context, this study attempts to investigate how to optimize the effects of placement priming and placement characteristics when facing consumers with different levels of product involvement. An experiment of 2 (product involvement: high v.s. low) x 2 (placement priming: priming v.s. no priming) x 2 (placement characteristics: prominent placement v.s. subtle placement) factorial design is conducted. 889 participants were distinguished into two involvement groups based on a median split from Windows Live groups took part in this research. The results indicate that product placement is more effective to viewers with high product involvement than those with low product involvement. Participants are more significantly affected by placement priming than by no priming. Prominent placement is more effective to participants than subtle placement. More importantly, the three-way interaction is observed. When a blog product placement is presented prominently, no priming before viewing the product placement ad is more effective to participants with low involvement. Conversely, priming before viewing the product placement ad is more effective to those with high involvement. When a blog product placement is presented subtlety, opposite results are found. To conclude, this research may be of importance in explaining the interrelationship among three variables, as well as in providing marketers with a better understanding of how to use product placement in blogs.

訊息提示、產品涉入與置入型態對於部落格置入效果之影響 = Do Priming, Product Involvement, and Placement Characteristics Matter in Blog Product Placement?
陳, 亭廷

訊息提示、產品涉入與置入型態對於部落格置入效果之影響 = Do Priming, Product Involvement, and Placement Characteristics Matter in Blog Product Placement? / 陳亭廷撰 - [高雄市] : 撰者, 2009[民98]. - 104面 ; 圖、表 ; 30公分.
參考書目：面指導教授：張純端、吳毓麒.
產品涉入blogs

訊息提示、產品涉入與置入型態對於部落格置入效果之影響 = Do Priming, Product Involvement, and Placement Characteristics Matter in Blog Product Placement?
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