台客音樂內容、聽覺置入點、台客文化形象一致性、與文化認同對消費者品牌回憶與態度的影響

The Influence of Taike Music Content, Audio Placement Site, Cultural Congruence, and Cultural Identity on Consumers' Brand Memory and Attitude

本研究比較台客音樂的主流──搖滾與嘻哈兩種音樂型態，對於應用在品牌聽覺置入的影響效果。研究方法採用實驗法，考慮兩種品牌聽覺置入點（主歌、副歌）、兩種音樂型態（搖滾、嘻哈）與兩種品牌形象類型（品牌形象與台客文化一致、不一致）進行搭配，形成一個2×2×2＝8的因子設計。實驗以大學生為主要研究對象進行問卷發放，總共回收有效問卷530份，並以卡方檢定及二因子共變數分析進行分析。研究結果顯示，相較於品牌置入在嘻哈音樂型態，聽眾對於置入在搖滾音樂型態中的品牌回憶度與品牌態度明顯較高。若品牌置入在台客音樂中，相較於品牌形象與台客文化一致的品牌，不一致的品牌其聽眾品牌回憶度與品牌態度較高。此外品牌形象與台客文化一致性與台客文化認同度具有交互作用，台客文化認同度高的消費族群對台客文化有強烈的歸屬感，能加強消費者的品牌態度。

This study compares two major kinds of Taike music patterns, rock, and hip-hop, by which applied as audio brand placement and evaluates the different effects. A 2 (audio placement site: verse or chorus) x2 (Taike music content: rock or hip-hop) x 2 (brand image-Taike culture congruence: congruence or incongruence) between-subject experimental design is used and hypotheses are tested by chi-square test and two-way MANOVA. Five hundred and thirty undergraduate students were selected as sample listeners in this study for the quantitative survey. The results suggest that students given rock music showed apparently more brand memory and positive attitude than students fed hip-hop. The incongruent brand image-Taike culture placement has higher brand memory and positive attitude compared to congruent placement. In addition, the significant interaction between brand image-Taike culture congruence and Taike culture identity was found. Individuals with a high level of Taike culture identity had a stronger sense of belonging to the Taike culture and revealed a more positive attitude toward the congruent brand image.