消費」是現今社會每個人之日常活動，而消費者在進行各項消費決策前之行為是有跡可循的，1920年代由Roland Hall提出AIDMA消費者行為模型，來描述消費者在消費前之行為，分別為吸引消費者注意、引起消費者興趣、激起消費者購買慾望、使消費者對產品或服務產生記憶，並於最後進行消費行動，企業能透過這一模型規劃行銷活動，以利產品或服務之銷售，或是透過此模型來衡量廣告效果。隨著智慧型手機之發展及網路普及，此外，現今幾乎人手至少一機之情況下，許多影音媒體及平台快速崛起，影音平台逐漸成為資訊吸收的重要管道之一，故許多企業會選擇與影音平台之創作者合作，將產品或服務置入影片中，藉此來推廣產品或服務，以達營利目的。
現今網路購物蓬勃發展，許多線上的網路行銷會直接與網路購物連結，使消費者能直接下單消費，惟酒類因法規限制，無法於網路上販售，故如何使消費者產生記憶點便十分重要，因此本研究以台灣啤酒特釀系列之YouTube置入性行銷影片作為分析對象，透過網路問卷調查法探討影片類型對消費者記憶及購買意願之影響，該網路問卷於PTT、Dcard、Facebook等網路社群平台發放問卷，並透過SPSS統計軟體以敘述性分析、信度分析及單因子多變量變異數(one-way MANOVA)分析等方式針對有效問卷進行數據分析後探討其實務意涵。

With the rapid development of streaming platforms, embedded advertising videos are glutted with people's lives now. Enterprises frequently cooperate with video creators and even develop shopping guide consumption models. However, not all products can be sold online. Alcohol is restricted by regulations and cannot be sold or purchased online, but the consumption power of alcohol is surprisingly high. Therefore, one of the key points in marketing is to use embedded advertising videos that leave an impression on consumers and prompt them to make purchases when needed. This study explores the impact of different types of embedded advertising videos on consumers’ AIDMA response levels. The aim is to measure how the type of video influences product memory and purchase intention. The findings of this research can offer valuable insights for marketers and enterprises when making decisions.

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