網路媒體置入性行銷效果研究

A Study of Analyzing Online Product Placement Effects

江義平(I-Ping Chiang)；謝昌明(Chang-Ming Hsieh)

置入性行銷 ； 網路媒體 ； 產品類型 ； online product placement ； online media ； product type

Electronic Commerce Studies

11卷2期（2013 / 06 / 30）

175 - 194

繁體中文

由於傳統廣告效果下降，廣告主開始採取其他方式來推廣他們的產品，其中一個策略就是產品置入性行銷，也常被稱為置入性行銷。隨著網際網路興起，產品置入性行銷也開始應用在網路上。由於過去甚少研究涉及有關網路媒體置入性行銷的效果，本研究旨在探討網路上的產品置入性行銷知覺程度不同時，會對產品置入性行銷的效果產生何種影響，並區別媒體類型與產品類型對於網路媒體置入性行銷效果影響之差異。本研究由Youtube選取剪輯9支含有產品置入性行銷的影音檔案，透過網路問卷調查方式共蒐集到2235個樣本，並將網路媒體置入性行銷形式分為視覺置入性行銷、聽覺置入性行銷與劇情置入性行銷等三種形式，網路媒體置入性行銷效果則以品牌記憶、品牌態度、購買意願以及品牌選擇等四項進行衡量。實證分析結果顯示除了劇情置入性行銷之外，網路媒體置入性行銷形式知覺會增加品牌記憶、而品牌態度也會被產品置入的形式或置入型式之交互作用所影響，產品置入形式也顯著影響了品牌選擇。除了產品置入形式外，品牌記憶也會增加品牌態度，品牌態度再正向影響購買意願。在不同的網路媒體或產品類型進行產品置入性行銷，產品置入性行銷效果的效果也有明顯的差異存在。本研究之結論應可強化網路的商品置入性行銷相關理論與實務意涵，並可作為實務上網路媒體置入性行銷效果分析的參考依據。

Advertiser began to promote their products in new ways such like product placement while the effect of traditional advertisement decrease. By the rise of internet, product placement emerge in online environment, but related research is quite rate. This study develops an integrative model of online product placement, divided product placement modalities into visual placement, audio placement and plot placement. In addition, the effects of online product placement include brand memory, brand attitude, purchase intention and brand choice, and this study expand product placement from only analysis to causation relation. This study used online survey to collect data and 2235 participants and edits 9 online video which include product placement. PLS analysis indicates except plot placement, other online product placement modalities increase brand memory, and brand attitude is also affected by placement modalities or its interaction. All placement modalities can affect brand choice, too. In addition, brand memory can increase brand attitude, and brand attitude affect purchase intention positively. Further, result of multisampling test show that online product placement have difference effect when brand place in difference online media or placed brand type are difference. This study offer preliminary investigation of online product placement and practice implication, and as guide for advertiser implement online product placement.

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