應用TPB理論探討青少年選擇流行音樂的消費意向

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Title:	應用TPB理論探討青少年選擇流行音樂的消費意向
Other Titles:	THE APPLICATION OF TPB TO EXPLORE ADOLESCENT CONSUMER INTENTION TOWARD POP MUSIC CHOICE
Authors:	黃仁華 Huang, Jen-hua
Contributors:	企業管理系管理科學碩博士班范惟翔 Wei-shang Fan
Keywords:	計畫行為理論;行為意向;消費行為 Consumer Behavior;Behavior Intention;TPB
Date:	2013
Issue Date:	2014-12-23 10:46:44 (UTC+8)
Abstract:	隨著科技的日新月異，流行音樂的傳播已隨著網際網路無遠弗屆地流通。流行音樂在結合了成熟的包裝、服裝、設計、編舞、音樂電視、媒體宣傳等之後，形成了龐大的音樂產業。這龐大的流行音樂產業市場主要是以青少年族群為主，聽流行音樂是青少年「最主要」的休閒活動。「流行音樂鎖定青少年才會成功」是業界市場運作的邏輯。本研究應用Ajzen博士提出的計畫行為理論（The Theory of Planned Behavior,TPB），作為研究的主體架構，探討青少年選擇流行音樂的消費意向，並予以驗證。　　　本研究選擇12歲至18歲的青少年為研究對象，回收有效問卷共計267份，運用驗證性因素分析，結合AMOS軟體作假設驗證，結果顯示本研究整體配適標準達檢定水準，理論模型可獲得支持。在變數間的假設方面除知覺行為控制對行為意向直接效果不成立外，態度、主觀規範對行為意向皆有正向顯著的影響；而行為意向與知覺行為控制對消費行為也有正向顯著的影響；此外，態度與主觀規範透過行為意向對消費行為有中介效果之影響。　　Because of the progressive science technology, pop music becoming more and more popular among young age. In the combination of design, dance and online marketing, it forms a huge pop music property. This research adopt TPB(The Theory of Planned Behavior) from Dr.Ajzen, try to probe and exam the purchase intension among young age while chossing pop music.　　　This study choose 300 teenagers in junior and senior high school as research objects, regain 267 valid questionnaires. Using CFA and AMOS to build assumptios proof. The results shows that the whole suit standard is acceptable, the mold of theory gain support. Except the Perceived Behavioral Control, Attitude Toward the Behavior’ and Subjective norm positively effect Behavior Intention. And, Behavior Intention and Perceived Behavioral Control positively effect Consumer Behavior. In addition, through Behavior Intention, Attitude Toward the Behavior causes positive interfered effect to Consumer Behavior.
Appears in Collections:	[Department of Business Administration, Master/Ph.D Program in Management Sciences] Disserations and Theses(Master and Doctoral Program in Management Sciences)

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