品牌回忆在产品植入与多民族电影观众购买意向之间的中介能力

IF 16.4 1区化学 Q1 CHEMISTRY, MULTIDISCIPLINARY

Accounts of Chemical Research Pub Date : 2024-01-31 DOI:10.32890/ijms2024.31.1.11

Clarence Anthony Puspanathan, K. Khor, Charles SPR RAMENDRAN

{"title":"品牌回忆在产品植入与多民族电影观众购买意向之间的中介能力","authors":"Clarence Anthony Puspanathan, K. Khor, Charles SPR RAMENDRAN","doi":"10.32890/ijms2024.31.1.11","DOIUrl":null,"url":null,"abstract":"Product placement has been a crucial influence for multi-ethnic Malaysian moviegoers in terms of purchase intentions. This researchwas conceptualised based on the Tripartite Typology of Product Placement by Russel (1998) and the Planned Behaviour Theory(TPB) by Ajzen (1985). This investigation measured how brand recall mediated the relationship between plot integration, audiostimulus, visual stimulus and consumer purchasing intentions. The research focused primarily on multi-ethnic cinemagoers in Peninsula Malaysia. Past research has also proven that the ethnic background of an individual does have a positive impact on the purchase intentions of the individual. This research studied the purchase intentions of each ethnicity in Peninsular Malaysia to determine if there is a difference among the purchase intentions of respondents when it comes to brand recall mediating the relationship between product placement and the various modalities of product placement. Respondents were sampled from all states within Peninsula Malaysia except for the states of Kelantan and Perlis due to the unavailability of operating cinemas in these states. Respondents were invited to participate after they had watched a movie in the cinema. Preferences only for those who watched Hollywood movies. A total of 513 respondents participated in this research. A questionnaire based on the five-point Likert scale was created as the research instrument to collect data by adapting from past research. A reliability test was done to ascertain the reliabilityand validity of the instrument. Data obtained was analysed using the Smart Partial Least Squares (PLS) Software to determine the relationship between the hypotheses tested. The results generated have proven that brand recall is able to influence the relationship between plot integration, audio stimulation, visual stimulation and consumer purchase intentions of all the ethnicities in Peninsula Malaysia.","PeriodicalId":1,"journal":{"name":"Accounts of Chemical Research","volume":"112 ","pages":""},"PeriodicalIF":16.4000,"publicationDate":"2024-01-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"THE ABILITY OF A BRAND RECALL TO MEDIATE BETWEEN PRODUCT PLACEMENT AND MULTI-ETHNIC MOVIEGOER’S CONSUMER PURCHASE INTENTIONS\",\"authors\":\"Clarence Anthony Puspanathan, K. Khor, Charles SPR RAMENDRAN\",\"doi\":\"10.32890/ijms2024.31.1.11\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Product placement has been a crucial influence for multi-ethnic Malaysian moviegoers in terms of purchase intentions. This researchwas conceptualised based on the Tripartite Typology of Product Placement by Russel (1998) and the Planned Behaviour Theory(TPB) by Ajzen (1985). This investigation measured how brand recall mediated the relationship between plot integration, audiostimulus, visual stimulus and consumer purchasing intentions. The research focused primarily on multi-ethnic cinemagoers in Peninsula Malaysia. Past research has also proven that the ethnic background of an individual does have a positive impact on the purchase intentions of the individual. This research studied the purchase intentions of each ethnicity in Peninsular Malaysia to determine if there is a difference among the purchase intentions of respondents when it comes to brand recall mediating the relationship between product placement and the various modalities of product placement. Respondents were sampled from all states within Peninsula Malaysia except for the states of Kelantan and Perlis due to the unavailability of operating cinemas in these states. Respondents were invited to participate after they had watched a movie in the cinema. Preferences only for those who watched Hollywood movies. A total of 513 respondents participated in this research. A questionnaire based on the five-point Likert scale was created as the research instrument to collect data by adapting from past research. A reliability test was done to ascertain the reliabilityand validity of the instrument. Data obtained was analysed using the Smart Partial Least Squares (PLS) Software to determine the relationship between the hypotheses tested. The results generated have proven that brand recall is able to influence the relationship between plot integration, audio stimulation, visual stimulation and consumer purchase intentions of all the ethnicities in Peninsula Malaysia.\",\"PeriodicalId\":1,\"journal\":{\"name\":\"Accounts of Chemical Research\",\"volume\":\"112 \",\"pages\":\"\"},\"PeriodicalIF\":16.4000,\"publicationDate\":\"2024-01-31\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Accounts of Chemical Research\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.32890/ijms2024.31.1.11\",\"RegionNum\":1,\"RegionCategory\":\"化学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"CHEMISTRY, MULTIDISCIPLINARY\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Accounts of Chemical Research","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.32890/ijms2024.31.1.11","RegionNum":1,"RegionCategory":"化学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"CHEMISTRY, MULTIDISCIPLINARY","Score":null,"Total":0}

引用次数: 0

摘要

产品植入对马来西亚多民族电影观众的购买意向有着至关重要的影响。本研究以 Russel（1998 年）的产品植入三方类型学和 Ajzen（1985 年）的计划行为理论（TPB）为基础进行概念化。这项调查测量了品牌回忆如何在情节整合、声音刺激、视觉刺激和消费者购买意向之间起到中介作用。研究主要针对马来西亚半岛的多民族电影观众。过去的研究也证明，个人的种族背景确实会对个人的购买意向产生积极影响。本研究对马来西亚半岛各族群的购买意向进行了研究，以确定受访者的购买意向在品牌回忆调解产品植入与各种产品植入方式之间的关系时是否存在差异。除吉兰丹州和柏利斯州因没有运营中的影院外，受访者均来自马来西亚半岛各州。受访者在电影院观看电影后被邀请参与调查。仅对观看好莱坞电影的受访者有偏好。共有 513 名受访者参与了此次研究。研究人员借鉴了以往的研究成果，制作了一份基于李克特五点量表的调查问卷，作为收集数据的工具。为确定问卷的可靠性和有效性，对问卷进行了可靠性测试。使用智能偏最小二乘法（PLS）软件对获得的数据进行了分析，以确定所测试的假设之间的关系。得出的结果证明，品牌回忆能够影响马来西亚半岛所有民族的情节整合、音频刺激、视觉刺激和消费者购买意向之间的关系。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

查看原文本刊更多论文

THE ABILITY OF A BRAND RECALL TO MEDIATE BETWEEN PRODUCT PLACEMENT AND MULTI-ETHNIC MOVIEGOER’S CONSUMER PURCHASE INTENTIONS

Product placement has been a crucial influence for multi-ethnic Malaysian moviegoers in terms of purchase intentions. This researchwas conceptualised based on the Tripartite Typology of Product Placement by Russel (1998) and the Planned Behaviour Theory(TPB) by Ajzen (1985). This investigation measured how brand recall mediated the relationship between plot integration, audiostimulus, visual stimulus and consumer purchasing intentions. The research focused primarily on multi-ethnic cinemagoers in Peninsula Malaysia. Past research has also proven that the ethnic background of an individual does have a positive impact on the purchase intentions of the individual. This research studied the purchase intentions of each ethnicity in Peninsular Malaysia to determine if there is a difference among the purchase intentions of respondents when it comes to brand recall mediating the relationship between product placement and the various modalities of product placement. Respondents were sampled from all states within Peninsula Malaysia except for the states of Kelantan and Perlis due to the unavailability of operating cinemas in these states. Respondents were invited to participate after they had watched a movie in the cinema. Preferences only for those who watched Hollywood movies. A total of 513 respondents participated in this research. A questionnaire based on the five-point Likert scale was created as the research instrument to collect data by adapting from past research. A reliability test was done to ascertain the reliabilityand validity of the instrument. Data obtained was analysed using the Smart Partial Least Squares (PLS) Software to determine the relationship between the hypotheses tested. The results generated have proven that brand recall is able to influence the relationship between plot integration, audio stimulation, visual stimulation and consumer purchase intentions of all the ethnicities in Peninsula Malaysia.

求助全文

通过发布文献求助，成功后即可免费获取论文全文。去求助

来源期刊

Accounts of Chemical Research 化学-化学综合

CiteScore

31.40

自引率

1.10%

发文量

312

审稿时长

2 months

期刊介绍： Accounts of Chemical Research presents short, concise and critical articles offering easy-to-read overviews of basic research and applications in all areas of chemistry and biochemistry. These short reviews focus on research from the author’s own laboratory and are designed to teach the reader about a research project. In addition, Accounts of Chemical Research publishes commentaries that give an informed opinion on a current research problem. Special Issues online are devoted to a single topic of unusual activity and significance. Accounts of Chemical Research replaces the traditional article abstract with an article "Conspectus." These entries synopsize the research affording the reader a closer look at the content and significance of an article. Through this provision of a more detailed description of the article contents, the Conspectus enhances the article's discoverability by search engines and the exposure for the research.