【作者】 刘莉；

【导师】 葛岩；

【作者基本信息】 上海交通大学 ， 新闻与传播， 2018， 硕士

【摘要】 随着互联网的发展,媒介形式随之得以不断变革创新。特别是在线视频网站,在传统电视媒体走向衰落的今天,在线视频网站仍然保持着高速前进的态势。其中,不得不注意的是近年来我国各大视频网站自制网络综艺节目的井喷式发展,连带而来的是网络综艺节目中纷繁多样的植入式广告创新:花式口播、情景植入、深度定制广告……植入式广告在网络综艺节目这一载体之下,呈现出了更为“多而新”的特点。尽管许多学者进行了植入式广告领域的相关探究,但大多集中于传统媒体领域,对网络综艺节目中植入式广告的探究较少。本文以2017年现象级网络综艺节目《中国有嘻哈》为例,通过实验分析与问卷调研相结合的方法,研究网络综艺节目中植入式广告的广告效果及其影响因素。本研究以植入方式、受众广告敏感性、媒介内容评价为自变量,以受众品牌态度、购买意愿为因变量。研究发现,就网络综艺节目中的植入式广告而言,(1)媒介内容评价与品牌态度、购买意愿均呈显著正相关关系;(2)植入方式与品牌态度显著相关,深层次植入相较于浅层次植入能够获得更高的品牌态度,但其与购买意愿没有显著关系;(3)在浅层次植入式广告刺激下,受众广告敏感性与品牌态度、购买意愿均有显著关系,但在深层次植入式广告刺激下,这一关系并不显著;(4)在媒介内容评价对消费者品牌态度的影响中,广告评价起到部分中介作用;(5)在浅层次植入式广告刺激下,广告评价在媒介内容评价对购买意愿、受众敏感性对消费者品牌态度以及购买意愿的影响中起到部分中介作用。据此,植入式广告为将广告效益最大化,应实行精准定位,针对不同受众群体特征,特别是人格心理学特征进行广告的精准投放。同时,结合媒介内容特征不断创新植入式广告形式,特别是深层次植入式广告形式,实现全链路整合营销。更多还原

【Abstract】 Different from traditional advertising which are independent with the media content,product placement integrate advertising content with media content.With the development of Internet,media industry keep transforming and innovating,and online video websites has been maintained a high-speed development,especially the blowout development of original online variety shows,which brings the innovation of Product Placement.Although many scholars have explored product placement field,they mostly focus on the traditional media,and there are few researches on product placement in online variety shows.This paper uses the phenomenal online variety show "The Rap of China" as an example to study advertisement effect and its influencing factors of product placement.There are three independent variables: advertising sensitivity,media content evaluation and placement approach,and two dependent variables: brand attitude and purchase intention.The study found that(1)media content evaluation has a significant positive correlation with brand attitude and purchase intention.(2)Placement approach influence brand attitude,and Deep Placement achieve a higher brand attitude than Shallow Placement.But there is no significant relationship between placement approach and purchase intention.(3)Under the stimulation of Shallow Placement,the advertising sensitivity is significantly related to brand attitude and purchase intention.However,this relationship is not significant on the Deep Placement.(4)Advertising evaluation plays an intermediary role in the influence of media content evaluation on consumer brand attitude.(5)Under the stimulation of Shallow Placement,the advertising evaluation’s intermediary role exists in the influence of media content evaluation and audience sensitivity on consumer brand attitude and purchase intention.In conclusion,in order to maximize the effectiveness of product placement,accurate positioning should be implemented.Meanwhile,innovating product placement format,especially Deep Placement,to achieve comprehensive integrated marketing communication.更多还原