電視新聞置入性行銷雖是新興現象，但在新聞界蔓延已成為普遍現象，成為影響新聞產製的重要力量。電視新聞置入性行銷，以較為迂迴、精心設計，與新聞內容融合一體，使消費者難以區辨到底是新聞，還是為商品廣告的行銷訊息。國內目前研究，多是探討此種行銷方式，對新聞專業與新聞工作者的影響，尚未見對閱聽人接收與影響面向的研究。是故，本研究欲探究閱聽人對於產品置入性新聞之接收評價，在溝通效果中扮演的角色。
本研究以實驗法進行，採取三因子實驗設計，為2(置入型態：顯性/隱性)*2(論點品質：強論點/弱論點)*2(產品涉入度：高涉入/低涉入)*2=8個產品置入策略組合，為避免受試者觀看不同產品的效果差異，故讓每位受試者觀看分別看高低二種產品涉入度的實驗影片，形成4個實驗組別，共邀集185位受測者參與，回收有效問卷164份，有效回收率為88.65%。
研究結果發現，「產品置入型態」對置入性新聞溝通效果未有顯著影響。「訊息論點品質」是影響產品置入性新聞的關鍵因素，對產品置入性新聞之溝通效果影響最為顯著；採取強論點訊息，能引發閱聽人較正向的接收評價，不論是訊息接受度、可信度與資訊性皆有較佳的評價，進而影響消費者對品牌的態度，對訊息的記憶程度亦有相對較佳的表現。閱聽人對「置入性行銷的既存態度」影響閱聽人接收不同論點品質的溝通效果：即置入性行銷持以高既存態度者，暴露於強論點品質之產品置入性新聞，比暴露於弱論點品質時產生更多支持性的想法、較高的記憶效果與較佳的訊息態度。 / Although being an emerging phenomenon, the product placement on TV News has spread into an universal phenomenon in the News circles, and become an important force influencing News production. With relatively roundabout and meticulous design, the Product Placement on TV News is well integrated with the News content, making consumers difficult to distinguish it from News and Marketing message of product. Present domestic researches are mainly investigating the impact of such marketing method on journalism and the News workers, but still haven’t focused on the reception and the influence of the audience. Therefore, this study is to investigate the audience’s reception comments on the Product Placemen on TV News and their roles in communication effect.
This study adopts the experimentation of three-factor experimental design, which are 2 Placement Types (prominent/subtle) *2 Argument Qualities (strong /weak) *2 Product involvements (High /Low). A total of 185 participants were invited and all of them were randomized to watch the experimental films, and required to fill out the questionnaires after watching. A total of 164 effective questionnaires were returned, with a valid return rate of 88.65%.
The results of this study show that the “Type of PPL” has no significant impact on the communication effect of the Product Placement on TV News. The “Message Argument Quality” is the key factor influencing the Product Placement on TV News. Using strong argument messages can trigger the audience’s relatively positive reception comments in message acceptability, News credibility and message informativeness and then impact the consumers’ attitudes towards brands. Also, it has relatively better performance on the recall degree towards messages.The audience’s existing attitudes towards the Placement Marketing impact their communication effects in receiving different argument qualities. The Placement Marketing with high existing attitudes will produce more supportive thoughts, higher recall effect and better message attitude when exposed in Product Placement on TV News of strong argument quality than that exposed in product placement news of weak argument quality.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0093941010 |
| Creators | 許臻耘, Hsu, Tseng Yun |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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