近在咫尺又遙不可及的愛：觀眾的偶像依戀對戲劇中產品置入效果之影響

The Love Close at Hand but Unattainable: Impact of Idol Attachment on Consumers’Responses Toward Product Placement in Dramas

數位匯流開啟了行動影音世代，加深了戲劇置入的龐大商機，當中的粉絲經濟也是產業中十分重要的收益來源。本研究檢視女性觀眾的偶像依戀對戲劇中置入產品的態度與後續購買意願之影響，以及偶像性別、置入情境和觀眾依戀風格類型對於偶像依戀效果的干擾。實驗結果發現，偶像依戀會提升產品態度，進而促成購買意願，且下列情況可強化偶像依戀對置入產品態度的正向影響：(1)置入於非浪漫情境且由同性(vs.異性)偶像做置入；置入於浪漫情境且由異性(vs.同性)偶像做置入；(2)由異性偶像置入於浪漫(vs.非浪漫)情境；此外，當觀眾的依戀風格為癡迷型(vs.安全型)時偶像依戀對置入產品態度的正向影響亦更加強烈。本文擴展偶像依戀及置入性行銷的研究，並能提供品牌端、影視製作端與偶像經紀方實質行銷建議。

Digital media streaming and mobile video have increased the value of product placement in dramas, where fans of on-screen idols are an important source of industry profits. This study examines how female fans’attachment to idols affects attitudes and purchase intentions toward product placements in dramas. The idol’s sex relative to the fan’s (same or opposite), the product placement scenario, and attachment style are tested as moderators of the idol attachment effect on product attitude. The results reveal idol attachment improves product attitudes, thereby increasing purchase intention. Furthermore, scenarios that strengthen the positive effect of idol attachment on product attitudes include, (1) non-romantic scenarios with idols of the same sex and romantic scenarios with idols of the opposite sex, and (2) a romantic (vs. nonromantic) scenario with an idol of the opposite sex. Among attachment styles, the positive influence of idol attachment on product attitudes is particularly pronounced for preoccupied (vs. secure) female fans. The findings extend the research on idol attachment and product placement and offer marketing insights for brand practitioners, film/television producers, and the idols’agents.