Study On The Mechanism Of The Interaction Effect Between Product Attribute And Connection Type On Product Placement Effects

In advertising innovation and evolution,product placement stood out for its integration with the entertainment media.Different from the passive state of audience in traditional advertisements,the audience of product placement have a certain degree of initiative,and they may even actively search and repeatedly watch and happily talk about the product placement which is of high quality.As a result,advertisers design and deliver more and more product placement,which greatly promotes the development of product placement.And in this process,on the one hand,the forms of product placement are increasingly rich,especially in the type of connection,which have emerged plot connection and role connection and so on.On the other hand,as theoretical researches have a certain lag and are controversial,brainwashing advertising ideas which only pursue exposure,significance and ignore the overall effect are prevailing in product placement in the absence of adequate theoretical guidance.In such cases,the entertainment of product placement is gone,and the audience's psychological expectations of product placement have changed from acceptance to rejection.Based on this,this study focused on the latest development of product placement,and studied the mechanism of the interaction effect between product attribute and connection type on product placement effects,in the hope of making beneficial exploration for promoting the development of product placement and improving the quality of product placement and eliminating market chaos.By analyzing relevant theory and empirical studies in the field of product placement,together with the research in the field of traditional advertising,this study built a mechanism model that argument strength mediates the relationship of product placement effects and interaction effect between product attribute and connection type.Through 2(connection types:plot/role connection)x 2(product attributes:utilitarian/hedonism)full factorial experiments,this study founded that:(1)The influence of connection type on the argument strength and product attitude and purchase intention vary with product attributes.When the product attribute is highlighted as utilitarian,plot connection can have a more positive impact on the argument strength and product attitude and purchase intention than role connection.When the product attribute is highlighted as hedonism,the different of the influence of role connection and plot connection on the argument strength and product attitude and purchase intention are not significant.(2)In the product placement,argument strength positively influences product attitude and purchase intention.(3)Argument strength plays a mediating role in the influence of interaction effect between connection type and product attribute on product attitude and purchase intention.But the mediating effect varies with product attributes.The mediating effect of argument strength is significant when the product's attribute is highlighted as utilitarian.The mediating effect of argument strength is not significant when the product's attribute is highlighted as hedonism.Based on the research results above,this study provided specific suggestions for product placement practice from the aspect of marketing strategy and product placement design and deliver,in the hope of providing better guidance for enterprises to understand the stage and the two sides of product placement development,and actively explore product placement with high quality,and resolutely resist inferior product placement,and achieve the marketing goal.