藝人偶像崇拜沉溺現象對娛樂行銷影響之研究

Study on Addition in Idolism

陳子音(Tzu-Yin Chen)

指導教授 ： 蔡碩倉

亞洲大學/管理學院/經營管理學系碩士班/碩士(2008年)

摘要

以偶像為產品代言是廣告常見的手法，各行業皆可利用偶像的知名度進而吸引消費者認同而購買商品。這類廣告的行銷手法，並非強調功能，而是利用消費者對偶像崇拜心理，營造出令人羨慕的情境。
本研究將針對歌迷崇拜偶像之行為，分為認同(感性)與認知(理性)探討在兩種因素的影響之下，歌迷們會選擇以何種態度去消費。接著再證明「沉溺」可以不經由「態度」之形成，直接促使歌迷產生盲目的崇拜行為。
依上述之研究結果，提出結論以及後續研究之建議，若以行銷的角度，探討「沉溺」現象的存在，並找出讓歌迷毫無抵抗能力崇拜偶像之因素，促使其成為死忠的支持者，並不加思索的購買偶像的相關產品，便能達到使消費者持續消費之目的，研究顯示沉溺現象是值得進一步探討之議題。

關鍵字

認同 ； 認知 ； 沉溺 ； 態度 ； 崇拜

並列摘要

It is the common advertising tactics that Idol is spoken for the product. That is for attracting consumers to purchase products by the fame of idols in all works of life.The marketing tactics for advertising is to create spectacle by the idolatry of consumer but does not focus on functions of products.
First of all, the study would be aimed at behaviors that Fans admiring idols. Two factors, sensitivity and rationality, had effected on how fans consume. Secondly, we would prove that Addition directly made fans blind-idolatry without the formation of their attitude.
According to the result of this study, we cited conclusion and suggestion for latter studies. We discussed about the existence of addition from the perspective of marketing and found the factors, which fans irresistibly admired to idols, for lasting consuming. By these factors, fans became more loyal to idols and bought icon-products without thinking. This study reveals Addition is worth further discussion.

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