探討電視劇閱聽人的置入性廣告排斥感 —以高度涉入韓劇的閱聽人為例

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题名:	探討電視劇閱聽人的置入性廣告排斥感 —以高度涉入韓劇的閱聽人為例
其它题名:	An Exploration on the Reactance of Product Placement among TV Drama Audience— Take High-involvement K-Drama Audience as Example
作者:	王慈琇 WANG, TZU-HSIU
贡献者:	林佩冠 LIN, PEI-KUAN 經營管理學系
关键词:	韓國電視劇;置入性廣告;心理抗拒;觀眾涉入;劇情連結性 K-Drama;Product Placement (PPL);Psychological Reactance;Audience Involvement;Plot Connection
日期:	2023
上传时间:	2023-11-22 01:35:39 (UTC+0)
摘要:	近年來，韓國電視劇在全球各地都深受觀眾的喜愛。隨著電視劇人氣扶搖直上，劇中的置入性廣告成了品牌方最為喜愛的行銷手法之一。融入在電視劇中的置入性廣告能夠觀眾在觀劇的同時替品牌做宣傳，但卻也因此衍生出了新的議題。過度明顯且頻繁地利用置入性廣告來曝光品牌的LOGO以及商品有時不但會影響電視劇本身劇本以及台詞的流暢度，還有可能因此引發觀眾對置入性廣告的排斥感，進而為品牌帶來負面的影響。置入性廣告過度曝光的標準以及觀眾對於置入性廣告的看法值得一探究竟。據此，本研究探討韓國電視劇閱聽人對置入性廣告的看法及心理抗拒反應，利用深度訪談法與長期高度涉入韓國電視劇的閱聽人進行訪談，以了解閱聽人對置入性廣告的真正看法及接受程度。研究結果顯示，觀眾主要會在感知到自身的「觀劇自由」受到置入性廣告所威脅時會產生心理抗拒反應，而劇情連結性則是調節閱聽人廣告排斥感的最大調節因子。提及過多商品資訊及未融入劇情的置入性廣告會容易使閱聽人產生廣告排斥感。但若是廣告具有娛樂性與資訊有用性，就能夠減緩閱聽人的心理抗拒反應，同時也能連帶為品牌形象帶來正面影響，甚至是提高閱聽人的購買意願。 Nowadays, K-drama is well-received by audiences all around the world. With the risen popularity of K-drama, Product Placement(PPL) in K-drama also becomes one of the most popluar marketing strategies for brands. Although PPL in K-drama can help brand promotion when audiences are watching the drama, it also brings on new issues. Excessive and frequent use of PPL to expose brand logos and products sometimes not only affects the fluency of plots and scripts, but may also cause the audience’s psychological reactance on PPL in drama and bring negative effects to the brands. The criteria for PPL overexposure and audience’s perception of PPL are worth exploring. Therefore, this research explored K-drama audience’s views on and their psychological reactance towards PPL. To understand the audience’s perception and acceptance level of PPL, this research used in-depth interview method to conduct interviews with the audience who have been highly involved in K-dramas for a long time. The results of research show that the audiences will be aroused psychological reactance when they feel that their freedom to watch dramas has been threatened by PPL. Besides, plot connection becomes the most important factor to moderate the sense of rejection toward PPL. Mentioning too much information about brands or products by means of PPL but connecting few plots may probably arouse audiences’ psychological reactance. On the contrary, if advertisements are entertaining and informative, it can reduce psychological reactance caused by PPL; and furthermore, bring a positive impact on the image of brand and even increase the purchase intension of audiences.
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