Influence of Product Plot Connection of Product Placement on Purchase Intention
- 10.2991/icesem-18.2018.24How to use a DOI?
- Product placement; Product plot connection; Brand attitude; Purchase intention
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.
- © 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/).
Cite this article
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 -