偶像崇拜與消費價值對行為意向之影響-以知名樂團五月天為例

The Relationship among Iodl Admiration, Consuming Value And Behavior Tendancy – A Case of MAYDAY

陳巧君(Ciao-Jun Chen)

指導教授 ： 王如鈺

中原大學/商學院/企業管理研究所/碩士(2015年)

https://doi.org/10.6840/cycu201500202

摘要

於全球化的世代下，企業已不如以往封閉了，漸漸朝國際化發展，對於產品及企業形象也越趨重視，而如何挑選合適的代言人也是企業所重視的；且隨著科技文化的發展，大眾傳播及網路媒體成為宣傳企業或產品的主要媒介之一，隨處可見印有名人的商品或海報，如公車與計程車上的宣傳廣告、路邊的廣告看板，棒球場、停車場也貼著不同明星所代言的廣告海報及資訊，電視上不時撥放著名人代言的產品廣告，拿出智慧型手機連上網頁，映入眼簾亦是哪位偶像名人又為哪項產品拍攝廣告。
而Daily View於2013年利用網路票選出台灣十大觀光大使，其第一名為五月天，為世人所熟悉之樂團，亦為本研究選擇其研究對象之原因；欲探討偶像崇拜(認同價值)與偶像崇拜-涉入(熱迷行為)、消費價值、行為意向三者之間是否具有正面關係，並利用SEM結構方程式驗證其假說，結果發現:1.五月天迷的偶像崇拜認知價值，與五月天代言產品之消費價值無顯著關係；2.五月天迷的偶像崇拜涉入行為，與五月天代言產品之消費價值有顯著正向關係；3.對五月天迷而言，五月天代言產品之消費價值與行為意向之間，具有顯著正向關係
從研究實證結果中發現，偶像崇拜兩個構面中(認同價值、涉入行為)中，其認同價值對於消費價值無顯著，其原因可能為五月天迷雖然熱愛、認同五月天，但購賣其代言之產品亦會納入其他因素做為購買決策之考量，如產品之性能、功能、品質與其評價如何；而涉入行為(熱迷行為)中，與消費價值具有顯著關係，而其影響五月天迷購買五月天代言產品最大因素為收藏行為，因為五月天代言之產品大多附有一個小贈品，此贈品通常為五月天迷購買代言產品的因素之一；而五月天迷之消費價值與行為意向具有顯著正向關係，當五月天迷的知覺消費價值越高，則其對於五月天代言產品的行為意向也越高。

關鍵字

五月天 ； 行為意向 ； 消費價值 ； 熱迷行為 ； 偶像崇拜 ； 認同價值 ； 涉入

並列摘要

In the generation of globalization, companies haven’t closed than in the past, and gradually toward international development, for product and corporate image are increasingly attach importance to, and how to select the right spokesperson is valued business; and with the scientific and cultural development, the mass media and the Internet has become one of the major media to promote business or product, you can see printed with celebrity goods or posters, such as advertising on buses and taxis, roadside billboards, a baseball field, parking lot close to the different star advertising posters and information endorsement, famous people from time to time on television playback endorsement of the product advertising, come up with smart phone connected to the web, the eye also is calling celebrity idol Which product photography but also for advertising.
The Daily View Internet use in 2013 voted into the top ten tourist ambassador to Taiwan, its first for the Mayday for people familiar with the band, is also the study of the reasons for choosing their subjects; To investigate idolatry (identification value) and idolatry - involved (hot fan behavior), consumption value, whether positive relationship between behavioral intention of the three, and the use of SEM structural equation validate the hypothesis, results showed that: 1 idolatry perceived value of Mayday fans, and Mayday. Consumer products have no significant endorsement of the value of the relationship; 2. Mayday fans involved in acts of idolatry, there are significant positive relationship with the consumer value of Mayday endorsement of the product; 3 for Mayday fans, consumption of Mayday endorsement of the product value and Behavioral Intentions between having a significant positive relationship
From the empirical results of the study found that the two facets of idolatry (Identity), which recognize the value of no significant value for the consumer, the reason may be the fans who love Mayday, Mayday identity, but buy sell its endorsement The product will also be included in the purchase consideration other factors as decision-making, such as the performance of the products, how to function, quality and its evaluation; and involvement behaviors ( fan behavior), the value of having a significant relationship with the consumer, and its impact Mayday fans buy Mayday endorsement of the product for the collection of the biggest factors in behavior, mostly because Mayday endorsement of the product with a small gift, this gift is usually to buy one of the factors for the Mayday fan endorse products; and consumer values and behavior intention Mayday fans of having significant positive relationship, When the higher the perceived consumer value Mayday fans, it is also higher for behavioral intentions Mayday endorsement of the product.

並列關鍵字

Idolatry ； Identification ； Behavior Intention ； involvement ； consumer values ； Mayday ； Fans behavior

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