题名

置入性行銷與人格特質之研究－以Facebook應用程式之開心農場與美粒果為例

并列篇名

The Study on Placement Marketing and Personality

DOI

10.29850/LTJ.201212.0003

作者

朱曉萍(Hsiao-Ping Chu)；楊舒蜜(Shu-Mi Yang)；蔡馨儀(Hsin-Yi Tsai)

关键词

置入性行銷 ； 人格特質 ； 人口統計變數 ； 品牌偏好度 ； 購買意願 ； placement marketing ； personality ； purchase intension

期刊名称

嶺東學報

卷期/出版年月

32期（2012 / 12 / 01）

页次

49 - 70

内容语文

繁體中文
中文摘要

近年來，社群網站的興起，也帶動社會的一股Facebook的熱潮，其中的開心農場更是成了時下最火紅的一款網路遊戲，也因為Facebook相當受到年輕族群的歡迎，進而促使了Facebook與實體通路太古可口可樂公司旗下之美粒果合作置入性活動，而本研究欲探討人格特質及人口統計變數的不同對購買開心農場農民幣與置入性行銷之關係，以及購買開心農場農民幣與置入性行銷對美粒果的品牌偏好度與購買行為的影響。本研究透過喜愛Facebook的大台中之大專院校生（含科技大學）大學生族群為研究對象，並採用統計軟體SPSS統計分析方法進行變異數分析（ANOVA）、迴歸分析、信度分析、效度分析、次數分配、獨立樣本T檢定、相關分析、因素分析。
英文摘要

”Facebook” social network webside of Happy Farm is a very famous application programs. Many young people like to play and run a farm. They can visit and help their friends' farm and steal their vegetables from them. Coca Cola is the first company to use placement marketing in Happy Farm. In this study, we analyze people who have different personality will make different decision to buy tokens in Happy Farm. Further more, people who buy tokens will influence the preference of Minute Maid.
主题分类 人文學 > 人文學綜合
人文學 > 歷史學
基礎與應用科學 > 資訊科學
社會科學 > 社會科學綜合
参考文献
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