- 學位論文
偶像崇拜、消費價值與行為意向關係之研究 —以中部地區青少年觀看臺灣偶像劇為例
The Relationship among Idol Admiration, Consuming Value And Behavior Tendency – A Case Study of Taiwan Opera Watching of Adolescents in Central Taiwan
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摘要
本研究以青少年觀看臺灣偶像劇之過程中，內心所形成之偶像崇拜為研究主軸，研究其如何影響青少年之購買行為，以及對消費意向影響程度為何，並對臺灣消費商品市場業者提出建議。 首先本研究針對中部地區青少年為研究對象，採用分層抽樣方式，進行問卷調查。並將填答完整之問卷進行基本資料描述分析、信度分析、各相關構面之相關性分析及迴歸分析，以了解偶像崇拜程度對青少年消費行為意向的影響。 所獲致的主要結論包括： 1. 認知性認同對功能、情感、社會、知識價值有正向影響關係 2. 情感性認同對功能、情感、社會、知識價值有正向影響關係 3. 行為性認同對功能、情感、社會、知識價值有正向影響關係 4.功能、情感、社會、知識價值對行為意向有正向影響關係 青少年觀看臺灣偶像劇崇拜偶像內心產生的功能、情感、社會、知識價值的重視，愈能增加青少年之行為意向。最後，本研究提出研究建議，並對臺灣消費商品市場業者提出業界建議及行銷概念的建議，期望對臺灣消費商品市場業者有所助益。
並列摘要
This research aims to study the effect of adolescents’ celebrity adoration forming process through watching Taiwan dramas, and to investigate how it influences adolescents’ purchase intention and behaviors. The study offers some strategic suggestions on consumer market on Taiwan product dealers. The subjects for this research are adolescents in the central Taiwan. The stratified random sampling was employed to implement the questionnaire. The data gathered in this study were analyzed quantitatively, including descriptive statistic, reliability analysis, and then correlation, regression analysis was used to analyze and to investigate the correlation between each relevant dimension in order to understand the impact of celebrity adoration on adolescents’ purchase intention. The main results of this study are listed below. 1. Cognitive identification has a positive influence on functional, affective, social, knowledgeable value. 2. Affective identification has a positive influence on functional, affective, social, knowledgeable value. 3. Behavioral identification has a positive influence on functional, affective, social, knowledgeable value. 4. Functional, affective, social and knowledgeable value have a positive correlation with behavioral intention. The better effect of adolescents’ celebrity adoration forming process through watching Taiwan dramas the adolescents have in their mind, the more adolescents’ behavioral intention increases. Finally, the suggestion on research, industry and marketing have proposed in this research in order to facilitate Taiwan dealers in consumer product markets.
參考文獻
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