| Summary: | 碩士 === 國立高雄大學 === 經營管理研究所 === 97 === Product placement is one enduring issue in the study of marketing. Researchers of product placement have often suggested that affect positively to viewers. Although previous research suggests the influences of placement priming, placement characteristics and product involvement, the links among these three effects remained unexplored. Using the blogs as the context, this study attempts to investigate how to optimize the effects of placement priming and placement characteristics when facing consumers with different levels of product involvement. An experiment of 2 (product involvement: high v.s. low) x 2 (placement priming: priming v.s. no priming) x 2 (placement characteristics: prominent placement v.s. subtle placement) factorial design is conducted. 889 participants were distinguished into two involvement groups based on a median split from Windows Live groups took part in this research. The results indicate that product placement is more effective to viewers with high product involvement than those with low product involvement. Participants are more significantly affected by placement priming than by no priming. Prominent placement is more effective to participants than subtle placement. More importantly, the three-way interaction is observed. When a blog product placement is presented prominently, no priming before viewing the product placement ad is more effective to participants with low involvement. Conversely, priming before viewing the product placement ad is more effective to those with high involvement. When a blog product placement is presented subtlety, opposite results are found. To conclude, this research may be of importance in explaining the interrelationship among three variables, as well as in providing marketers with a better understanding of how to use product placement in blogs.
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