| Summary: | 碩士 === 國立臺北教育大學 === 文化創意產業經營學系 === 102 ===
Under the trend of thought that advertisement equals to product, it is necessary to inverse the role media has been playing and reconsider what benefits by-products can bring to TV dramas or how to achieve greater beneficial effects, to not only benefitdramas themselves but also increase the cultural and creative values of their by-products.The theoretical foundation of this study was the “Elaboration Likelihood Model (ELM)”. Based on this model and the review of the related literature, this study built a SEM with the variables being the “TV drama script argument quality” under high involvementbehaviors, the “by-product value added” under low involvement behaviors, and the“intention to spread through word of mouth” , “intention to purchase”, and “TV viewing behavior” under behaviors and attitudes.
This study mainly observed the influences of “TV drama script argument quality”, “by-product value added”, and “intention to spread through word of mouth” on “ TV viewing behavior”. Although the result showed that the influence of the high involvement behaviors was more significant than that of the low involvement behaviors, the quantitative research was limited to the standardization in the aspect of theoreticalsettings. In the previous studies, the main fields for observation of product values added are the traditional manufacturing industry and the business marketing field, with lesscontent of creativity and cultures.
On the other hand, one of the keys of drama by-products is the homology of scripts, being consistent with the same feeling and creativity instead of simply involvingindividual emotions. Thus, though the value constructs summarized by scholars include“emotion value” and “novelty value”, it is not possible to directly measure the trueconditions of the market through quantification. Thus, the result of this study showedthat the influence of “TV drama script argument quality” on “TV viewing behavior” was significant while that of “by-product value added” on “TV viewing behavior” was not.
On the other hand, the influences of the high involvement and low involvement behaviors on “intention to spread through word of mouth” then on “TV viewingbehavior” verified the findings of the previous theoretical studies, which were: (1)individuals’ word of mouth cannot influence other people’s TV viewing behavior; and (2) groups’ (such as fans’ or communities’) word of mouth can influence other people’s TVviewing behavior and individuals’ word of mouth. Lastly, this study proposed that drama by-products can influence TV viewing behavior if (1) product values added can coveraudience’s emotional connection to and familiarity with the script; and (2) the dramaby-products require group actions and phenomenization, creating a ceremonial processfrom collecting to owning.
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