| Summary: | 碩士 === 國立臺灣大學 === 國際企業學研究所 === 97 === Because of the information explosion phenomenon, “Product Placement” strategy still plays an important role in marketing field. However, most of the researchers who delved into this issue put their emphasis on the brand recognition and memory and seldom discussed brand attitude and purchase intention. Besides, the placed media researchers focused on still not go deep into the internet area which is one of the sources of information explosion phenomenon.
Therefore, this research would like to study the placement factors (placement modality, the image congruency between placed brand and character, and the amount of brand information placed) which might influence the effect of product placement on the online photo album. We investigate not only the recognition outcome (brand identification) but also the affect outcomes (advertising attitude and brand attitude) as well as the relationship between attitude and purchase intention.
We took the 2(Visual / Visual and Auditory) x 2(congruency / incongruency) x 2(More / Less information) factor design, and made 8 versions of online photo albums for experiment. There are 319 effective samples in this experiment and the major is NTU students. The main results of this research are as following:
1.
All the experimental variables (modality, image congruency, the amount of brand information placed) are significant factors to the brand identification. Besides, there is also significant interaction between the experimental variables two by two.
2.
Placement modality is not a significant factor to both of affect variables, however, the amount of brand information placed does influence both of them. Image congruency influence the advertising attitude significantly only. Besides, modality and image congruency have significant interaction for brand attitude.
3.
The better the advertising and brand attitude, the higher the purchase intention.
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