| Summary: | 碩士 === 淡江大學 === 企業管理學系碩士班 === 106 === In current society, many countries regard the film industry as the mean of marketing. Through a series of excellent works, the humanity and customs, as well as local culture of the respective countries can be publicized to the international through the screen and show the soft power of the country to the world. TechOrange Technology News Website (2014) once mentioned that the development of the film industry will undergo great changes in the future, mainly conducting towards three major directions, namely, e-commerce, video and advertising.
Advermovie is a new concept of advertising marketing that has emerged in the past decade. It regards the movie media platform as a medium and putting advertisements on it. Chen Siyan and Liu Jianguo (2009) pointed out that with this model, advertisements can have different market influence and publicity effect than before, and the advertising industry and the film industry can complement each other, as well as making progress and development together.
The purpose of this study is aimed at exploring the impact of Advermovie on brand recall and brand attitude, and adopting enjoyment as the moderating variable of this study, and to conduct research through experimental method and questionnaire survey. The experiments in this study selects university students as the research samples. The experiment divides the subjects into two groups by using comparative group designing, and respectively watching the edited clips of the movie "Captain America: The Winter Soldier", and asking the subjects to answer relevant questions after the end of the movie. At the same time, a survey of demographic variables has also been added to the questionnaire to see whether the personal characteristics of the subjects would make a differences on some variables and final research results.
A total of 417 questionnaires have been distributed in this study. After deleting the missing and invalid questionnaires, the actual valid samples are 384, and the recovery rate of valid questionnaire is 92.0%. Data analysis has been performed by using the statistical software of SPSS version 22 for valid sample data including the descriptive statistics analysis, item analysis, regression analysis, hierarchical regression analysis, t-test and ANOVA to verify each hypothesis. After empirical analysis and discussion, the following important findings have been found:
1. Advermovie has a significantly positive impact on consumers’ brand recollection.
2. Advermovie has a significantly positive impact on consumers’ brand attitude.
3. Enjoyment does not have a significant moderating effect on the impact of advermovie
on consumers’ brand recall.
4. Enjoyment has a significant moderating effect on the impact of advermovie on consumers’ brand
attitude.
5. Some different demographic variables have significant differences on the impact of advermovie to
brand recall and brand attitude.
Finally, this study proposes management implications based on the aforementioned research results and verification, and provides for organizations and enterprises as relevant references, including strengthening the function of advermovie, which can effectively enhance brand recall and brand attitude of consumers; as well as to enhance enjoyment of consumers and improve the brand attitude of consumers. Generally speaking, it is hoped that managers can make good use of the degree of advermovie and enjoyment to create excellent achievements in the film industry market and expand market profits.
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