Effects of Foreign Television Dramas on Country Image：Using Liking As a Moderator

• Main Authors: Lee Fang Lin, 李芳霖
• Other Authors: 蔡明達
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/25561496669730594784

碩士 === 佛光大學 === 管理學系 === 101 === In recent years, product placement has been used extensively as a means to promote brands in the context of entertainment consumption without intruding audience. Since 1990’s, Japanese and Korean dramass have been very popular in Taiwanese TV channels and have drawn a lot of attention from consumers. This study argues that the phenomenon of cultural consumption embedded in TV dramas, which leads to enhanced country image, could be the reason that causes the popularity of Japanese and Korean products. This study aims to analyze the effect of cultural consumption produced by Product Placement in JK dramas. To achieve this purpose a country must first be presumed as a kind of product or Brand, it was then marketed to Taiwan by having the product appeared in the JK dramas. The purposes of this research then are to investigate the country image affected by cultural consumption, to investigate the country image affected by product placement in TV dramas, and to investigate the relationship between the liking in JK dramas and country image. Demographics, Component elements of TV dramas, country image and the liking are the main variables used in this study. This research was carried out by collecting information through questionnaires. 520 questionnaires were considered to be valid. Descriptive statistical analysis, reliability and validity analysis, the difference test, and hierarchical regression of the data collected then were analyzed by SPSS software. The results showed that the country image of Japan and Korea were affected by the consumers’ liking of Japan and Korea dramas and the perception of the elements forming the dramas in that nation. The landscape and lifestyle appeared in the show will affect the audience’s perception of the political dimension of that country. Landscape, nationality and lifestyle will affect perception of the economical dimension; while storyline of the dramas, national nationality and lifestyle will affect the perception of the culture dimension. The liking of the TV dramas has moderated by either increasing or decreasing the effect of national nationality, lifestyle and icons on that country’s political and economical dimension; it also moderates the effect of landscape, storyline of the dramas, lifestyle and icons on that country’s cultural dimension. It is hoped that the result of this research can be applied to the Taiwan TV dramas to help elevating the image and marketing of Taiwan.