The Relationships between Korean Drama Spot Placement Effects and Purchase Intention- A Case Study of Travel Product.

• Main Authors: Lee, Yi-Tsai, 李依采
• Other Authors: Dai, You-De
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/16546055391346286439

碩士 === 國立嘉義大學 === 觀光休閒管理研究所 === 99 === When execute Spot Placement, we need to consider three aspects. They are spots which are placed, consumers, and characters. This research was trying to explain the deducing process how Spot Placement influence consumer’s attitudes. And we applied the Balance Theory to be the framework and intended to understand the effect of Product Placement and the deducing process of how it influences consumers’ attitudes, and further, we applied Line Extensions in the Spot Placement, and the research subjects in the Product Involvement and Purchase-Decision Involvement were divided into high and low two study groups. Therefore there are four purposes of this research: 1. to discuss how the relationships among consumers, characters, and spots placement influence consumers’ purchase intension; 2. to discuss how the relationships between consumers’ purchase intension and consumers’ purchase intension of line extension; 3. to add the different levels of product involvement into Balance Theory, and 4. to add the different levels of Purchase-Decision Involvement into research. This research subjects were selected in Internet community, 425 valid questionnaires were collected, and of which 323 are effective questionnaires, returns-ratio is 76%. The results are: 1. the relationships among consumers, characters, and spots placement are balance, and consumer’s attitudes toward characters positively impact on consumer’s attitudes toward product placement, and character’s attitudes toward product placement positively impact on consumer’s attitudes toward product placement, and let consumers bring in purchase intension of product placement; 2. consumer’s purchase intension of placement products will positively influence consumer’s purchase intension of line extension of product placement; 3. between consumer’s attitudes toward character’s and consumer’s attitudes toward product placement, consumer with higher product involvement is have higher positive attitude than low ones, between character’s attitudes toward product placement and consumer’s attitudes toward product placement, consumer with higher product involvement is have higher positive attitude than low ones; 4. between consumer’s attitudes toward product placement and consumer’s purchase intension of product placement, consumer with higher purchase-decision involvement is have higher purchase intension than low ones.