PPL is emerging as a new advertising method which could overcome disadvantages of traditional TV advertising. This research explored whether the important independent variables of traditional TV advertising could also affect the effects of PPL. Specifically, whether the TV drama characters' characteristics(attractiveness, credibility), viewers' characteristics(product involvement, program involvement), and the psychological interaction between the drama characters and the viewers(para-social interaction, identification) could affect the product memory, product attitude, purchase intention of TV drama PPL. If there are some correlations between the six independent variables and the effect of TV drama PPL, which independent variable will influence the effect TV drama PPL more than the other ones? The results of this study showed that among the six independent variables, only the attractiveness of TV drama characters could positively affect viewer's attitude towards TV drama PPL product, and the para-social interaction between the viewer and the drama character and the attractiveness could positively influence the purchase intention of the TV drama PPL product. In addition, there was no correlation between the six independent variables and viewer's recall of the TV drama PPL product. Consequently, the significance of this research lies in offering a new perspective that there are different independent variables affect viewer's attitude and purchase intention of TV drama PPL product.