2019年綜藝節目市場引領著廣告市場增長，但當前許多綜藝節目仍盲目追求產品曝光度。本研究旨在探討消費者在不同置入類型與涉入程度下，對品牌態度的影響。本研究採用實驗設計法，執行2（置入類型：簡單/整合）× 2（涉入程度：低/高）的組間實驗設計，分析自變數交互作用對品牌態度的影響，為廣告主提供建議。研究結果顯示，（1）在低產品涉入的條件下，整合置入有更高的品牌態度；（2）在高產品涉入的條件下，簡單置入有更高的品牌態度。  

The variety show market has been leading the growth of the advertising market in 2019, but many variety shows still blindly pursue product exposure. The purpose of this study explores the impact of different placement types and involvement on brand attitude of customers. The methodology uses an experimental design to conduct a 2 (placement type: simple / integrated) × 2 (involvement: low / high) between-subject design that verifies the effects of testing factor interaction on brand attitude. The results show that (1) the type of the integrated placement has higher brand attitude based on the condition of low involvement; (2) the type of the simple product placement has higher brand attitude based on the condition of high involvement.