經由統計分析的結果，發現消費者的影片體驗愈佳，對其置入產品態度也愈佳，其中，又以總體體驗構面中的感官體驗最具有影響力。而且是否曾看過影片的消費者，其體驗和置入產品態度也有明顯的差異，顯示體驗在產品置入這一行銷方式中確實佔有重要的關鍵，不過，語言態度和物質主義傾向對置入產品態度的影響並未獲得證實。 Recently, domestic and international enterprises often take one novel advertising tactics , the tactics called “marketing of placement”.This research by domestic television films which to be put product into as experience media to understand that consumer‘s film experience , language attitude how to influence consumer’ s attitude of .placement product . Meanwhile , I wish to understand product placement how to influence the price view of 18-24 years consumers desire fashion in Taiwan and attitude of placement product . This research ‘ s purpose include : (1) consumer ‘ s experience of film how to influences attitude of placement product .(2) consumer ‘ s language attitude how to influences attitude of placement product (3) consumer ‘ s materialism how to influences attitude of placement product .
Via the statistical analysis , the result shows that the better consumer’ s film experience be , the better consumer’ s attitude of placement product be . Among , the sense experience has the strongest impact in the total experience component, and the effectiveness of experience has significant difference between has seen film and hasn’t seen film , shows experience is the important key for this marketing tactics of product placement certainly. Nevertheless , language attitude and materialism influence the attitude of placement product isn’t verified in this research .
