韓劇閱聽人國族認同與身體意象對整型美容商品接受度影響之研究-以韓劇涉入程度為中介變項

The Effect of National Indentity and Body Image on Acceptance attitude of Korean TV programs’ Audience who using Aesthetic Plastic Surgery Beauty Products using Korean TV program Involvement as a mediator.

莊淑芬(Shu-Fen Chuang)

指導教授 ： 洪英正

共同指導教授 ： 李芸蕙(Yun-Hui Li)

淡江大學/管理學院/企業管理學系碩士在職專班/碩士(2010年)

https://doi.org/10.6846/TKU.2010.00736

摘要

本研究主題為探討韓劇閱聽人國族認同與身體意象對整型美容商品接受度影響之研究-以韓劇涉入程度為中介變項。台灣曾有演藝人員因為整型而找到自我，雖歷經將近三十次手術，但該演藝人員還是不滿意，因為「覺得美還要更美」。就台灣現況言，韓劇主角儼然成為「整型目錄與美容師」，更帶動台灣的整型風潮（楊瑪利，2002）。
本研究利用文獻探討與實證方式，針對臺灣北部觀看過韓劇之受訪者以便利取樣之問卷調查法進行，共發放300份問卷，有效回收樣本共268份，研究結果發現如下：
1.身體意象對韓劇涉入程度有顯著影響。
2.韓劇涉入程度對整型美容商品接受度有顯著影響。
3.最後針對本研究有意美容整型的女性以及相關美容整型機構提出實務方面的建議，也對本研究的限制後續研究提出說明與建議，愛美是人的天性，建議官整型美容業者可針對其降低手術風險性及男性消費市場著手，讓愛美人士不再止於心動，而不敢行動。

關鍵字

韓劇 ； 整型美容 ； 身體意象 ； 涉入程度

並列摘要

This research focuses on the Effect of National Indentity and Body Image on Acceptance attitude of Korean TV programs’ Audience who using Aesthetic Plastic Surgery Beauty Products using Korean TV program Involvement as a mediator.
There is a famous TV hostess who has found her true self after taking plastic surgery for almost 30 times, but is still unsatisfied with her own cosmetic look simply because “She needs to be more beautiful although she’s already so.”Obviously, those main characters in Taiwan TVs’ Korean programs have been regarded as “plastic surgery catalogue” and representative of beautician, they even lead the fashion trend of plastic surgery in Taiwan.

With the study on the books, magazines, reports, and market research, we delivered 300 questionnaires by means of “convenience sample” to those audiences of TV’s Korean programs locating at northern Taiwan, and feedback with 268 samples. Below are the research outcomes :

1.The body image of Korean TV programs’Audience causes a significant impact on thein Korean TV program Involvement.

2.Korean TV program Involvement of Korean TV programs’Audience causes a significant impact on the acceptance attitude of aesthetic plastic surgery beauty products.

3.Finally, some practical recommendations for females who may be interested in cosmetic surgery and cosmetic clinics were proposed. In terms of the study limitations of the study, some suggestions for the forward operation were also recommended.
“To be pretty” is the natural born personality. We sincerely suggest those people in ‘beauty industry’ can focus on reducing surgery risks and developing men’s market so the real ‘beauty followers’ will take action.

並列關鍵字

Korean TV programs’ Audience ； Plastic Surgery ； Body Image ； Involvement

參考文獻

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