社交网站应用程式中产品置入型式与品牌知觉之关联研究—网路沈浸 .pdf

23 54 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—網路沈浸之中介影響1 Examining the Relatedness of Product Placement Types and Brand Aware- ness in an Application Programming Within Social Media Network—the Mediated Role of Flow Jesheng Huang Li-Ting Wang Abstract This study examines the influence of product placement types on the brand awareness in the context of application programming in social me- dia network. The authors develop four product placement types, i.e., inte- Wei-Jhih Yang grated prominent, integrated subtle, non- integrated prominent and non- integrated subtle product placements respectively. In addition, they use the construct of “flow state-achieving” instead of “program involvement” to analyze its mediated role on the relatedness between product placement types and brand awareness. The results show that product placement types have impact on brand awareness, especially more significant effects from the types of integrated prominent and non- integrated prominent. The us- ers with high flow state-achieving have less brand awareness then those with low flow state-achieving. Moreover, the mediated roles of flow state- 1 23 Taiwan Journal of Marketing Science Vol. 8, No. 1, pp.2354 TJMS achieving are varied among the product placement types. There is a part of mediat