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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/51669

    Title: 社交網站應用程式中產品置入型式與品牌知覺之關聯研究 : 以網路沈浸為中介變數
    Other Titles: The study of relationship between product replacement in application advertising of social networking services and brand awareness : mediated by the state of flow
    Authors: 王麗婷;Wang, Li-ting
    Contributors: 淡江大學國際貿易學系國際企業學碩士班
    黃哲盛;Huang, Je-sheng
    Keywords: 產品置入型式;品牌知覺;網路沈浸;社交網站;應用程式;Product Replacement Type;Brand Awareness;flow;Application;Appvertising
    Date: 2010
    Issue Date: 2010-09-23 15:43:49 (UTC+8)
    Abstract: 2009年,新興媒體興起,社交網路服務網站(Social Network Services;SNSs)–
    此外,許多第三方軟體商也紛紛透過Facebook API開發應用程式,像是著名的開
    用程式新經濟(Application Economy),產生結合應用程式(Application)與廣告
    2009, with the rise of new media, social networking services website, like "Facebook", has become a hot topic. In addition, many third-party software companies have also developed applications through the Facebook API, such as Happy Farm. Smart phones equipped with entertaining applications will also become increasingly mature. Therefore, the Application Economy generated a term ”Appvertising”, meaning application combine advertising. In this way, the study for setting product placement types in the application of social networking sites to explore the effect of user''s Brand Awareness.
    Study found that different product placement types will affect the Brand Awareness. The effect of Prominent Product Placement is more than Subtle Product Placement, and irrelevant to the level of integration. Product placement type will also affect the degree of Flow, in which the most significant impact of Prominent Product Placement. The degree of Flow will also affect user’s Brand Awareness, and has a negative relationship. Finally,
    the degree of Flow can be part of the mediator of the Product Placement type and Brand Awareness. In the case of Prominent Product Placement, the degree of Flow can be a mediator to user’s Brand Awareness; in the case of Subtle Product Placement, the degree of Flow can not be a mediator to user’s Brand Awareness.
    Such those findings, providing a firm the direction about product placement in application, can be according to different products placement types and the degree of Flow to develop marketing strategies.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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