원문정보
초록
영어
This study examines the effect of congruity between product and TV reality show on purchase intention of Chinese consumers. A total of 110 respondents from Chinese consumers were collected using online surveys. The results were analyzed by SPSS 22.0. Multiple Linear Regression and process analysis were used to test the hypotheses. This article found that congruity between product and TV reality show, attitude toward product placement and recall of product affected consumers’ purchase intention. In addition, the frequency of consumer watching TV reality show and familiarity of product moderated the attitude toward product placement and recall of product. This study provides useful implications for sponsors to select product placement as one of their marketing promotion tool.
목차
1. Introduction
2. Literature Review and Theory
2.1 Product Placement
2.2 Attitude toward PPL
2.3 Purchase Intention
2.4 Product-TV Reality Show Congruity
2.5 Schema Theory
2.6 The Limited-Capacity Attention Model
3. Hypothesis and Research Model
3.1 Hypothesis Development
4. Method
5. Data Analysis
5.1 Reliability Test and Factors Analysis
5.2 Mediating Effect
5.3 Moderation Effect
6. Discussion
6.1 Discussion
6.2 Limitation and Future Research
References