TV의 음식관련 프로그램의 PPL효과에 관한 연구

A Study of PPL Effects in Food Related TV Program

The number of TV programs that mainly broadcast food related contents are continuously increasing. PPL(Product Placement) which is an mean of advertising that is used by companies to promote their products or place through TV program also increases. Therefore, this study first, examines the effects of PPL in food related TV program. Second, this study also examines the effects of trust toward purchasing intension of food products and restaurants which were exposed in food related TV programs. The result of this study reveals that within the effects PPL component, fairness aspects has significant effects on products or restaurants's trust. This shows that TV programs should pay more attention to the fairness aspects when it is planned to build trust. Second, the trust of products or restaurants what was purposely exposed in the TV programs has significant effects over purchasing intention of TV program viewers.