青少年人格特質、偶像崇拜與服飾消費態度之探討

An Investigation of the Relationships among Adolescents' Personalities, Idolism and Attitudes of Clothing Purchase

徐秀如(Hsiu-Ju Hsu)

《德明學報》 36卷2期 (2012/12) Pp. 27-38

https://doi.org/10.29710/JTC.201212.0002

摘要

本研究主要目的是以不同青少年人格特質對「偶像崇拜」為主體，藉由偶像明星的穿著打扮所帶來刺激訊息中，了解不同青少年人格特質對於偶像崇拜與服飾商品消費行為之關係研究。有效問卷共285份。結果發現青少年消費者中不同的偶像崇拜程度與服飾消費態度有顯著差異；人格特質與服飾消費態度有顯著相關；性別與服飾消費態度則無顯著差異。

關鍵字

偶像崇拜 ； 人格特質 ； 消費態度 ； 青少年

並列摘要

The present study focused on adolescent consumers' ”idolism.” Through the information from the stimulation of idols' dressing, the relationship between idol admiration and clothing purchasing behavior were investigated. There were total 285 valid questionnaires. The results showed that there were significant differences for the adolescent consumers between different levels of idolism and the attitudes of clothing purchase as well as the personalities and attitudes of clothing purchase. However, there were no significant differences for the adolescent consumers between genders and attitudes of clothing purchase.

並列關鍵字

Idolism ； personality ； attitudes of clothing purchase ； adolescent

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