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篇名 負面情緒對置入性行銷的影響:檢視台灣戲劇節目的置入性行銷
The Effects of Negative Emotion on Placement Marketing: A Review of Placement Marketing in Taiwanese Dramas
作者 呂佩錡、許庭瑜
中文摘要

採線上實驗法,探討戲劇節目中之過分置入與受試者的負面情緒、負面態度及迴避行為意圖間的關係。並運用捷思式─系統式模型解釋負面情緒如何影響受試者的資訊處理歷程。實驗問卷發放於 FB 及 PTT 中的戲劇版,共發放 203 份問卷,有效樣本 198 份;以 SPSS 22.0 進行統計分析。研究發現,受試者因置入產生負面情緒後,會直接影響其對戲劇或產品的負面態度,亦可能跳過態度形成階段直接對戲劇節目產生迴避的行為意圖。然而,實驗也發現受試者即便產生負面情緒,並不會影響其購買意圖。

英文摘要

In Taiwan, many of the drama producers in order to fulfill the demands of advertising companies, implement product/brand placement in an extremely overt way. That is quite annoying to the audience. This study, by conducting an online experiment using Taiwanese dramas as stimuli, tries to figure out the relationship between audiences’ negative emotion, negative attitude, and their abient behaviors. Moreover, the study applied Chaiken’s Heuristic-systemic Model, HSM, to explain the information process of audience in negative-emotion situation. The questionnaires of the online experiment were issued by convenience sampling on drama related pages of FB and PTT. 203 questionnaires were collected 203, and 198 of them were valid. The statistical analysis was conducted by SPSS 22.0. The result indicates that when audience were in negative emotion after exposed to the dramas with extremely overt placement, their emotion would directly influence their attitudes or abient behaviors. However, according to the result of the experiment, it would not balk the audiences’ purchase intention even if audience were in negative emotion.

中文關鍵詞 台灣本土戲劇、負面情緒、置入性行銷、線上實驗法
英文關鍵詞 Taiwanese dramas, negative emotion, placement marketing, online experiment
發表日期 2016/06/17
授權狀況 已授權
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