期刊刊名：科技學刊－人文社會類 　 卷期：22卷1期

篇名出版日期：2013年6月1日

作者：Cheng-Ji Lai,Mei-Ru Huang,賴政吉,黃美儒

語言：English

關鍵字：placement marketing, product awareness, product recall, purchase intention, practical purchase behavior,置入性行銷,產品意識,產品再憶度,購買欲望,實際購買行為

被點閱次數：6次

閱讀時間：111sec

摘要：
Researchers of placement marketing have often suggested that placement marketing would be likely to affect viewers’ attitudes, awareness, purchase intention, and product recall (e.g., memory of advertised products in mass media). However, television series as a research field in placement marketing investigating viewers with personal incomes has not been much explored. Therefore, the aim of this study was to investigate the short-term and medium-term impact of placement marketing in one Taiwanese television series, My Queen, on working viewers’ brand awareness, purchase intention, product recall as well as their practical purchase action. This research involved two questionnaires concerning the short-and medium-term impact of placement marketing. Sixty-six respondents aged from 20 to 40 years old who watched My Queen during the program filled out the first, short-term impact questionnaire while 27 respondents from the same 66 respondents filled out the second, medium-term impact questionnaire five months after the program was aired. The results of this study revealed that placement marketing was effective toward viewers’ product awareness, product recall, and purchase intention, but failed to immediately affect viewers’ practical purchase behavior. To conclude, this study may be of importance in explaining the detailed relationship between placement marketing and viewers’ responses, as well as in providing marketing managers in Taiwan with a better understanding of how placement marketing affects the viewers.

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