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在戲劇節目中的景點置入效果 真的能促進該景點的購買意願嗎？ 平衡理論的應用
Can Placement Effect of Drama Attraction Increase the Purchase Intention of the Attraction? Application of Balance Theory
戴有德、莊文隆、吳紹全、蔡宗伯、李依采
You-De Dai, Wen-Long Zhuang, Shao-Chuan Wu, Tsung-Po Tsai, Yi-Tsai Lee
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【摘要】
影視觀光旅遊為近年來出現的一種新興旅遊型態，對於遊客選擇
購買影視觀光旅遊景點行為的了解需要更多的研究努力。本研究目的為透
過平衡理論觀點研究消費者、劇中角色及景點三者間關係是否影響消費者
對景點之購買意願，以及影響消費者對景點之產品線延伸的購買意願。研
究結果發現消費者對劇中角色態度、劇中角色對景點態度及消費者對景點
態度一致時，會增進他們對影視內容中置入的旅遊景點之購買意願，且消
費者對景點之購買意願影響其景點延伸之購買意願。上述結果發現平衡理
論套用遊客的影視觀光旅遊產品購買行為是成立的。此外，研究結果供觀
光組織推動旅遊地行銷時，影視觀光之置入式行銷策略乃為一可行之參考
方式。
Film-induced tourism has gained popularity in recent years.
However, insight on tourist behaviors toward film tourism attraction is lacking.
Thus, applying balance theory, this study examines the relationships among
consumers, drama characters, and attraction and their impact on consumers’
purchase intention of an attraction and its product line extension. Participants are
viewers of Boys over Flowers, a South Korean TV series that won several awards
in 2009. Data are from 323 valid questionnaires. The findings suggest that once
viewers identify with a drama’s characters, their attitude becomes consistent
with that of the drama characters toward a featured attraction. This increases
their purchase intention of the tourism attraction and, in turn, of a product line
extension. Consumers’ purchase intention toward an attraction further intensifies
their purchase intention toward other tourism attractions, indicating that tourists
consider other attractions identical to those in the drama and as products of the
same tourist sites. Simply put, the featured attraction strengthens consumers’
identification with various products associated with the tourism attraction. This
study highlights the applicability of balance theory in exploring tourists’ purchase
behaviors toward film-induced tourist attractions. Tourism authorities can adopt
the strategy of film-induced tourism attraction to promote scenic spots.
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【關鍵字】
置入行銷、平衡理論、產品線延伸、影視觀光
Product placement, Balance theory, Product line-extension, Film tourism
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