產品置入方式與內外控人格特質對品牌態度及購買意願之影響－以產品類型為干擾變數

The Effects of Product Placement Types and Locus of Control on Brand Attitude and Purchase Intention-Using Product Categories as Moderators

10.6495/CIMBM.2015.007

陳家筠(Jia-Yun Chen)；林陽助(Yang-Chu Lin)

置入方式 ； 內外控人格特質 ； 產品類型 ； 品牌態度 ； 購買意願 ； placement types ； locus of control ； product categories ； brand attitude ； purchase intention

科際整合管理研討會

2015第18屆（2015 / 06 / 07）

94 - 108

繁體中文

置入性行銷是除了廣告之外，常見的行銷手法之一。本研究目的在探討不同置入方式、內外控人格特質以及置入的產品類型對消費者的品牌態度及購買意願之影響，最後依據本研究結果提出行銷實務與後續研究之建議。研究結果顯示，置入方式會影響消費者的品牌態度及購買意願，尤其以顯性置入的效果最好；內外控人格特質則對置入效果無顯著差異；產品類型不會干擾置入方式、內外控人格特質與置入效果之間關係，但是產品類型對品牌態度的影響有顯著差異，尤其以選購品來說更能使消費者產生較好的品牌態度。

Product placement is one of the useful and important marketing tactics for companies. This research aims to investigate the effects of different product placement types, locus of control, and product categories on customer's brand attitude and purchase intention, and also provide some suggestions for practical marketing strategy and future research in the end of the paper. The results show that product placement types affect customer's brand attitude and purchase intention, especially for prominent placement, which has a better effect than subtle placement. Also, there is no significant difference between locus of control and the effect of product placement. Results also show that product categories have no significant interference effects toward product placement types, locus of control, brand attitude and purchase intention. But there is a significant difference between product categories and brand attitude. Particularly, shopping goods will give customers better brand attitude than convenience goods.