劉立行胡巧玲2019-09-042016-1-292019-09-042015http://etds.lib.ntnu.edu.tw/cgi-bin/gs32/gsweb.cgi?o=dstdcdr&s=id=%22GN0001723106%22.&%22.id.&http://rportal.lib.ntnu.edu.tw:80/handle/20.500.12235/99593置入性行銷運用在電影上已成為品牌大廠在行銷運用上最常見的手法之一，近年來，國外不少大片，各品牌廠商不惜下足重本預算，將自身的品牌置入在電影中，像2013年上映的《超人：鋼鐵英雄》其置入性行銷金額便高達51億台幣，台灣電影近來也不少電影有品牌廠商贊助，因此本文欲探究，台灣民眾在電影置入性行銷方式上對於國產與國外其接受度上之差異，並以銘傳大學傳播學院為例做為研究對象。 本研究採用問卷法進行研究方法，共有334份有效問卷，信心水準在95%以上，信賴區間為1.43，誤差為正負3%。 根據問卷結果發現，台灣民眾對於相同的電影置入性方式其接受度的確因國產與國外而有所差異，另外顯著性商品置入對觀眾而言仍是最有效果的方式，國產片與國內片在使用置入性行銷方式的差異上，顯然國外片在各方面來說技術成熟，觀眾較為能接受，角色選擇上，國產片優勢較國外片強，大部分觀眾對國內的演員有較高的認知及涉入。The use of product placement in the film has become one of the marketing brand manufacturers using the most common approach in recent years, many foreign movies, brand manufacturers at the weight of the budget under the foot, will own brand placement in movies like 2013 release of "Man of Steel" its product placement will amount up to 51 billion Taiwan dollars, Taiwanese films have recently been a lot of movies have brands sponsor, so this article I want to explore, the people of Taiwan in the movie product placement the marketing approach for the acceptance of differences on the domestic and foreign it, and spread Ming Chuan University, for example as a research object. This study used questionnaires to study methods, there were 334 valid questionnaires, confidence level in more than 95% confidence interval 1.43, the error of plus or minus 3 percent. According to survey results showed that the people of Taiwan for the same movie into sex because of the way its acceptance does vary between domestic and foreign, in addition to significant in terms of merchandise into the audience is still the most effective way, made films and differences in the use of domestic slices on product placement approach, apparently foreign chip technology is mature in all respects, the audience is more able to accept the role of choice, made films strong advantage over foreign pieces, most of the audience on the domestic actors have a higher awareness and involvement.置入性行銷電影品牌Product placementmoviesbrand