| Summary: | 碩士 === 嶺東科技大學 === 行銷與流通管理系碩士班 === 105 === Recently, watching Korean dramas has become a method to channel daily stress. The wide broadcast of trailers leads to increasing television ratings and excites the sales of products displayed in the dramas through placement marketing. To have product placement successfully lead to consumer purchase behavior, the viewing experience of the audience plays a crucial role. This study supplemented the literature on placement marketing and consumer purchase intention by examining the effect of viewing experience on the relationship between placement marketing in Korean dramas and consumer purchase intention.
This study recruited the audience who had viewed Korean dramas as participants to explore the effect of placement marketing in such dramas on their purchase intention. A total of 380 questionnaires were administered and 341 valid questionnaires were returned, for a valid response rate of 89.74%. The results revealed that placement marketing in Korean dramas positively affected consumer purchase intention and viewing experience. Viewing experience positively affected consumer purchase intention. More specifically, placement marketing positively affects consumer purchase intention through viewing experience. According to these results, managerial implications and suggestions for future studies were proposed.
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