| Summary: | 碩士 === 國立交通大學 === 管理科學系所 === 101 === In recent years, more and more manufacturers are sponsoring films, television programs and other mass media, through unobtrusive ways of connecting product placement and plot to spread the advertising effect, thereby affecting the audience's brand attitude and purchase intention. In addition to the movies, dramas, news, television programs, micro-film has gradually become a form of selected mass media. This study is to understand whether the degree of plot connection between product and micro-film and the level of consumer product involvement will affect the consumer's brand attitude and purchase intention. Also, we examine whether consumer lifestyle influences the relationship between plot connection or consumer involvement and brand attitude. Therefore, the independent variables in this study are plot connection and consumer involvement; dependent variables are brand attitude and purchase intention; moderator is consumer lifestyle. Experimental films were micro films published on Internet and were edited into four films according to different levels of plot connection or consumer involvement. We collected 265 questionnaires and data was analyzed using a single / two-way ANOVA. The result indicate that (1)The brand attitude affected by low plot connection was lower than that affected by high plot connection; (2)The brand attitude affected by low involvement was higher than that affected by high involvement; (3)There was a positive relation between brand attitude and purchase intension; (4)Consumer lifestyle didn’t moderate the relation between plot connection or consumer involvement and brand attitude.
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