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Nowadays, PPL is emerging as a new advertising method which could overcome disadvantages of established advertising. Most studies on the PPL have been focused on its cognitive effect, especially how the characteristics of PPL(e.g. exposure type or time) have affected the recall and recognition of the brand or product which has been exposed in PPL. Lately, these studies have been expanded to the emotional effect and behavioral effect of PPL. Different from the previous studies, this research explored whether the important independent variables of traditional TV advertisement could affect the effect of PPL. Specifically, whether the TV drama characters' characteristics(attractiveness, reliability), viewers' characteristics(product involvement, program involvement), and the psychological interaction between the drama characters and the viewers(parasocial 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? As a result of this study, attractiveness, reliability, program involvement, identification and parasocial interaction have positive influence on product attitude and purchase intention of the TV drama PPL product. But there isn't a correlation between the five independent variables and the product memory of the TV drama PPL. And different from the previous studies, in this research, product involvement couldn't influence the effect of TV drama PPL. In addition, this study proved that in the middle of the six independent variables, only the attractiveness of TV drama characters could positively affect viewer's attitude of TV drama PPL product, only the parasocial interaction between the viewer and the drama character could positively influence the purchase intention of the TV drama PPL product. And there is no correlation between the six independent variables and viewer's memory 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.