http://chineseinput.net/에서 pinyin(병음)방식으로 중국어를 변환할 수 있습니다.
변환된 중국어를 복사하여 사용하시면 됩니다.
브랜드 현저성과 제품유형이 한국 웹 드라마 PPL 효과에 미치는 영향 : 한국과 대만 소비자 비교연구
곽자헌,이진균 한국광고학회 2019 광고학연구 Vol.30 No.6
The goal of this study is to examine the effects of brand prominence and product type on product placement in Korean web-drama series. Particularly, this study compares the perception of product placement in Korean web-dramas between South Korean consumers and Taiwanese consumers. A total of 401 subjects participated in this online experiment. The findings of this study showed that low level of brand prominence positively affected PPL attitudes and brand attitudes. Hedonic product positively affected brand attitudes and purchase intention. Also, Taiwanese consumers showed higher PPL attitudes, brand attitudes, and purchase intention than South Korean consumers. Finally, a significant three-way interaction effect was found on brand attitudes and purchase intention. This study provides theoretical and practical implications and suggestions for future study.