行銷業者藉由電視廣告、直效行銷、潛意識廣告等多種方法吸引消費者以刺激產品銷售量。置入性行銷是最常被使用的潛意識廣告方式，業主經由付費將產品品牌或品牌識別以聽覺或視覺方式置於媒體節目編排之中。置入性行銷雖已行之有年，但真正受到重視則是自Reese’s Pieces 糖果在”E.T外星人”出現後，其銷售量在短短三個月內增加了66%，自此開啟了置入性行銷相關研究的蓬勃發展。
過往有許多關於東、西方消費者對於置入性行銷觀點比較的研究，但是不同東方文化之間的差異卻少有文獻提及。本研究旨在探討台灣和印尼消費者對於「不涉及道德性的產品」(汽車、相機、鞋子、筆電、手機、汽水、速食、糖果/零食)與「涉及道德性的產品」(香菸、酒精飲料)，在置入性行銷好感度、購買意圖、文化、性別、看電影的次數等方面的差異。
本研究發現台灣和印尼消費者對置入性行銷都抱持著正向態度，好感度越高者購買意圖越強烈。然而在產品類別上，相對於較保守的印尼消費者而言，台灣消費者對「涉及道德性的產品」有比較高的接受度。至於兩國的男性和女性，以及看電影次數對於「涉及道德性的產品」則沒有顯著差異。

Marketers had tried many ways to communicate with customers, from television advertising, direct marketing to subliminal advertising. One of the most common used subliminal advertising is product placement. Product placement is a form of paid advertisement through audio or (and) visual by putting brand or products within movies or programs. The technique has been used for quite a long time but the popularity increased and caught marketers’ attention when the sales of Reese’s Pieces candy in the movie “E.T.: The Extra-Terrestrial” increased by 66% within three months after the movie was released. Since then, a lot of study had been done to analyze the effect of product placement.
Plenty of research regarding the comparison of Western and Eastern cultures on product placement can be found, but the study of Eastern culture itself is lacking. This study takes Taiwan and Indonesia viewers as samples and analyzes their favorability towards product placement, purchase intention, the effect of culture, gender difference, and movie watching frequency towards the placement of non-ethically charged product (i.e. cars, cameras, shoes, laptops, mobile phones, soft drinks, fast food, candy/snacks) and ethically charged product (cigarette and alcohol).
This study found that both Taiwan and Indonesia viewers have favorable attitude towards product placement and higher favorability generates higher purchase intention. With regard to product type, Taiwan viewers are more acceptable to cigarette and alcohol if compared to the more conservative Indonesia viewers. Both male and female express no statically different attitude towards ethically charged product. Movie watching frequency also shows no statically different attitude towards ethically charged product.

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