A cross culture study of on-site film-tourism experience and the impact of product placement on Korean drama among Taiwan viewers

• Main Authors: Chen, Yu-Chuan, 陳于娟
• Other Authors: Su, Hung-Jen
• Format: Others
• Language: en_US
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/31701100005168131054

碩士 === 國立中正大學 === 行銷管理研究所 === 101 === Prior studies studied about general concept of balance theory without certain location, character and viewers. Therefore, in this study, the different point to prior studies is that location is focused on Korean Folk Village, and characters are focused on two dramas which called The Rooftop Prince and The Moon Enbracing the Sun. Moreover, Taiwanese are focused in this study. This study is to apply the balance theory to location placement. According to the collected samples, the samples of perceived actress’ attitude toward the onscreen location (CAL) are separated into two groups. Therefore, under the two groups of perceived actress’ attitude toward the onscreen location, four hypotheses are approved. The result shows that if actress’s attitude toward the location is positive (CAL), the hypotheses are significant. However, if actress’s attitude toward the location is negative, the hypotheses are not significant.