探討消費者對電視劇周邊商品態度之研究—以某韓劇為例

A Study of Consumer Attitudes Toward Television Drama Merchandise: A Korean TV Drama as an Example

陳思伃(Szu-Yu Chen)

指導教授 ： 嚴國慶 ； 李延熹

朝陽科技大學/人文暨社會學院/應用英語系/碩士(2012年)

摘要

文化創意產業近來在全球各國皆受到重視。在亞洲，南韓於文創產業上的成就斐然，尤以電視劇方面的表現備受矚目。韓劇的風行通常會帶動其相關商品的銷售而產生額外的利潤。本文即以韓劇「原來是美男」為例，欲探究台灣消費者對電視劇周邊商品之態度。本研究運用連結度此構念，來評估收視者與個案劇及其角色們之間，所建立之關係的強度；並以平衡理論來探討主要的研究議題—觀眾對劇中角色的態度、及其對該劇周邊商品的態度之間的關係。此研究之概念係建立於平衡理論的基礎上，以態度其傾向和諧之特性，來解釋消費者、角色、和周邊商品間之三角關係。本研究採網路問卷調查之方式進行資料蒐集，以個案劇的收視者為研究對象來檢測變數間的關係，最後共取得747份有效問卷以進行分析。所使用之分析方法包括描述性統計、單因子變異數分析、和皮爾森積差相關。研究結果顯示：（一）填答者對該劇之周邊商品普遍持正面態度；（二）連結度與對商品之態度呈現正相關；（三）對劇中角色之態度與對商品之態度呈現正相關。這些研究發現，提供了行銷實務上的具體建議；台灣的電視業者應當善加運用周邊商品之策略，以創造出由電視節目領航、進而產生可觀之經濟效應的文化創意產業鏈。

關鍵字

電視劇周邊商品 ； 韓劇 ； 文化創意產業 ； 平衡理論 ； 連結度

並列摘要

The cultural and creative industries have been receiving increasing attention worldwide. In Asia, South Korea’s achievements in its cultural and creative sector, particularly in television dramas, have been greatly noticed. The popularity of Korean dramas often creates demand for program-related merchandise, which can generate additional benefits. This paper attempts to explore the influence of television drama merchandising on Taiwanese consumers’ attitudes toward the products by taking a Korean TV drama, entitled Minami Shineyo (You''re Beautiful), as a case. The research applies the connectedness construct to evaluate the intensity of the relationship(s) that viewers develop with the case TV miniseries and its characters, and balance theory to address the main research issue on the relationship between attitudes to the drama characters and attitudes to the drama merchandise. The concept is based on balance theory, in which attitude alignment is the interpretation of relationships between a triad composed of the consumer, the drama character, and the drama merchandise. An on-line survey with viewers of the case TV drama was conducted to investigate the relationship among the variables. A total of 747 valid questionnaires were collected and analyzed. The quantitative analysis of the questionnaires was performed using descriptive statistics, ANOVA, and Pearson correlations. Results of this study showed that, in general, the respondents were positive toward the drama paraphernalia. In addition, a positive correlation between viewers’ connectedness and their attitudes toward the products was found. Furthermore, the findings revealed that consumers’ attitudes to the drama characters were positively correlated with their attitudes to the drama merchandise. These results suggest some potential applications for marketing practice. Broadcasters in Taiwan could make greater use of television-based merchandising so that the establishment of a valuable chain of cultural and creative industries led by television programs may be achieved.

並列關鍵字

Korean Drama ； TV Merchandising ； Balance Theory ； Connectedness ； Cultural and Creative Industries

參考文獻

Law for the Development of the Cultural and Creative Industries. (2010, January 9). 文化創

Literature in Chinese

Hsieh, S. F. (2006). 謝淑芬（民95）。臺北地區潛在消費者之韓國旅遊形象與赴韓旅遊意

National Culture and Arts Foundation. (2004). 財團法人國家文化藝術基金會（民93）。文

Wang, H. H., & Chueh, Y. T. (2011). 王小惠、闕奕婷（民100）。華文社群之「韓劇迷」