Influence of Product Plot Connection of Product Placement on Purchase Intention

DOI

10.2991/icesem-18.2018.24How to use a DOI?

Keywords

Product placement; Product plot connection; Brand attitude; Purchase intention

Abstract

In this paper, the purpose of this study is to determine the impact of product plot connection on purchase intention. Through questionnaire method, we found out that product plot connection has significant positive correlation with purchase intention. Brand attitude plays a mediating role in the positive influence of product plot connection on purchase intention. Thus, compared with the product placement with low product plot connection, the product placement with high product plot connection can make consumers show better brand attitude and higher purchase intention.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Lin Yang
AU  - Chengyue Yin
PY  - 2018/08
DA  - 2018/08
TI  - Influence of Product Plot Connection of Product Placement on Purchase Intention
BT  - Proceedings of the 2018 2nd International Conference on Education Science and Economic Management (ICESEM 2018)
PB  - Atlantis Press
SP  - 107
EP  - 111
SN  - 2352-5398
UR  - https://doi.org/10.2991/icesem-18.2018.24
DO  - 10.2991/icesem-18.2018.24
ID  - Yang2018/08
ER  -