초록 열기/닫기 버튼
Korean cultural products such as television programs, K-POP music and movies have spread over East Asia, especially, in China. The export rate of Korean media contents has been increased for last 10 years therefore, the purpose of this paper is to present the PPL marketing strategies which contributes the effective marketing plan targeting with Chinese who views Korean television programs and to examine the relationships among PPL advertisement attribute, advertisement attitude and purchase intention. The total 230 questionnaires were distributed and 199 questionnaire were granted as final validity sample. The data were analysed by frequency analysis, reliability analysis, factor analysis and multiple regression analysis using SPSS 21.0 program. The results of this paper were as follows: Firstly, PPL advertisement attribute affected on advertisement attitude. Specially, the 'entertainment', 'information' factors were positively influenced on advertisement attitude, while the 'inconvenience' factor has no affected on advertisement attitude. Secondly, PPL advertisement attitude was positively influenced on purchase intention.
키워드열기/닫기 버튼
Product PLacement, advertisement attribute, advertisement attitude, purchasing intention
