题名

電視消費關聯性對於來源國印象與品牌態度影響之研究—以韓國電視劇集為例

并列篇名

The Effect of Connectedness of Television Consumption on Country of Origin Image and Brand Attitude: An Empirical Study of Korean TV Series

DOI

10.29931/MR.201212.0003

作者

蔡明達(Hector Ming-Ta Tsai)；盧懿岑(Yi-Tsen Lu)

关键词

電視消費關聯性 ； 置入性行銷 ； 品牌態度 ； 來源國印象 ； television consumption connectedness ； product placement ； brand attitude ； country of origin

期刊名称

行銷評論

卷期/出版年月

9卷4期（2012 / 12 / 01）

页次

417 - 441

内容语文

繁體中文
中文摘要

近年來，韓國戲劇節目受到國人喜愛，似乎帶動了赴韓旅遊熱潮，以及韓國品牌商品的暢銷。為瞭解此種現象，本研究探討戲劇節目置入國家文化特質對於收視觀眾所產生的影響。本文以電視消費關聯性概念為基礎，分析觀眾與外國電視節目及其人物所發展出的關係強度，如何影響其對來源國印象與品牌態度。研究架構整合了電視消費關聯性、置入性行銷與來源國效果等相關理論，並以韓劇收視觀眾為研究對象，採用結構方程模式驗證研究假設。結果證實觀眾對電視劇集的喜好程度越正面，對節目的關聯性越高，而其間的關係受到觀眾涉入程度的調節；消費者戲劇節目的關聯性越高，對來源國印象與品牌態度也有越正面的影響。最後，本研究根據實證結果提出相關結論與建議。
英文摘要

In recent years, the success of Korean drama seems to prosper the tourism of Korea, as well as the popularity of Korean brands in Taiwan. Using the concept of TV consumption connectedness as underpinning concept, the study examines the para-social relationship between TV program and audience, and identifies its impact on consumer's country of origin image and brand attitude. The theoretical framework integrates TV consumption connectedness, product placement and country of origin effect theories. We collected and analyzed empirical data and used structural equation modeling to test research hypotheses. Results confirmed the liking of TV series affects audience's connectedness positively, as moderated by consumer involvement. Also, the connectedness of the program enhances audience's perception of the original country image and brand attitudes. The study provides conclusions and recommendations based on the empirical results.
主题分类 社會科學 > 經濟學
社會科學 > 管理學
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被引用次数
  1. 陳秉訓(2018)。從電視節目之商標性質論其著作權侵害與損害賠償計算。華岡法粹，65，131-195。
  2. 陳怡如、周軒逸(2018)。信以為真的神奇作用：以錯誤記憶為戲劇節目置入手法的機制效果。臺大管理論叢，28(3)，107-143。
  3. 廖恆鈞,游傑宇,許瞻桂,許綺容,張丞君,高平軒,林頡兒,林宸瑋,王維珽,王名晟(2019)。探討現代媒體環境中影響置入性行銷績效之因素。美和學報，38(1)，49-70。
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