霹靂布袋戲迷認真性休閒特質與品牌權益、盜版行為關係之研究

NHUIR > College of Management > Department of Tourism Management, The M.A. Program of Tourism Management and Leisure Environment Management > Disserations and Theses(M.A. Program in Tourism Management) > Item 987654321/18463

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Title:	霹靂布袋戲迷認真性休閒特質與品牌權益、盜版行為關係之研究
Other Titles:	A STUDY ON THE RELATIONSHIP AMONG PILI PUPPET DRAMA FANS' SERIOUS LEISURE,BRAND EQUITY AND BEHAVIOR OF PIRACY
Authors:	沈婉蓁 Shen, Wan-chen
Contributors:	旅遊事業管理學系碩士班丁誌魰 Chih-wen Ting
Keywords:	霹靂布袋戲;盜版行為;品牌權益;認真性休閒 behavior of piracy;serious leisure;brand equity;PILI puppet drama
Date:	2011
Issue Date:	2015-01-22 16:26:47 (UTC+8)
Abstract:	本研究旨在探討霹靂布袋戲迷的認真休閒特質，以及其與品牌權益、盜版行為三者之間的關係。以霹靂布袋戲觀眾為研究對象，採用網路問卷，共取得504份有效的樣本，以結構方程模式（SEM）驗證研究之假設關係。結果顯示：（一）認真休閒特質越強烈的人，越認同霹靂的品牌權益。推論原因霹靂布袋戲是長壽影集，已經建立起有收看習慣的戲迷。（二）戲迷認真性休閒特質對盜版行為有反向影響。一週出片兩集，反覆欣賞的機率不高，影音價格定價過高容易複製，收藏的價值在於周邊商品而非影集，推論認真休閒特質越強烈的人，為了能繼續欣賞，反而越容易盜版。（三）越認同霹靂品牌權益的戲迷，越反對盜版。而認真休閒特質透過品牌權益的影響後，盜版行為將大幅下降。　　　依研究結果建議：業者除了推廣品牌之外，若能積極建立品牌權益，將能相對減少盜版的情況發生。　　The purpose of this study is to examine the relationships among PILI Puppet drama Fans’ serious leisure,brand equity and intention of piracy. Internet questionnaires were chosen. A total of 504 effective samples were collected from PILI Puppet drama Fans. Structural equation modeling is used to test the model and hypotheses.The findings are summarized as follows:（1）Positive correlation was found between fans’ serious leisure and brand equity of PILI.The reason is inferred that Pili is a long-life drama series,which have gathered the interested fans.（2）Reverse correlation is found among the fans who have serious leisure characteristics and behavior of pracy. Two episodes are created in a week. The reductant watching possibility is low. The prices of the video are excessively high and easy to copy. The collection value is in the peripheral commodity ,but is not drama series themselves. So we can infer that the fans who have stronger serious leisure characteristics, have higher behavior to piracy the drama series in order to continue to appreciate.（3）Positive correlation is found between fans’ brand equity of PILI and behavior of pracy.Through the effect of brand equity, the reverse correlation between serious leisure and behavior of pracy will be significantly reduced.　　　The results of this study recommends that: In addition to promote brand, the industry should build brand equity positive, the behavior of piracy would be reduced.
Appears in Collections:	[Department of Tourism Management, The M.A. Program of Tourism Management and Leisure Environment Management] Disserations and Theses(M.A. Program in Tourism Management)

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