Research on the Effect of Product Placement Based on PKM Model——Take Popular Variety Shows as An Example

ZHANG Yahan

doi:10.6054/j.jscnun.2023055

Journal of South China Normal University (Natural Science Edition) > 2023 > 55(4): 108-117. > DOI: 10.6054/j.jscnun.2023055

ZHANG Yahan. Research on the Effect of Product Placement Based on PKM Model——Take Popular Variety Shows as An Example[J]. Journal of South China Normal University (Natural Science Edition), 2023, 55(4): 108-117. DOI: 10.6054/j.jscnun.2023055

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Research on the Effect of Product Placement Based on PKM Model——Take Popular Variety Shows as An Example

ZHANG Yahan^,

Office of Academic Affairs, Henan University of Economics and Law, Zheng Zhou 450046, China

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Received Date: May 11, 2023
Available Online: November 09, 2023

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Abstract

Based on the persuasive knowledge model (PKM), college students were tested to investigate the effects of the interaction of gender, product involvement and persuasive knowledge on consumers' advertising attitude and purchase intention. The results show that the level of product involvement has different effects on consumers' advertising attitude and purchase intention. The effects of persuasive knowledge are different. When product involvement is low, women's advertising attitude and purchase intention are higher than men's. When product involvement is high, women's purchase intention is still higher than men's, but their advertising attitude is lower than men's. When persuasion knowledge is low, women's advertising attitude and purchase intention are higher than men's; when persuasion knowledge is high, men's advertising attitude and purchase intention are higher than women's.
- variety show,
- the product involved in degrees,
- persuade knowledge,
- advertising attitude,
- purchase intention

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References (40)

References

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