| 摘要: | 本研究目的為探討嘉義地區青少年對韓國偶像團體的認同程度以及消費行為，以嘉義地區國、高中生為研究對象進行問卷調查，根據回收問卷之內容採用描述性統計、t檢定、單因子變異數分析、迴歸分析等方法進行統計分析，最後以研究結果提出具體建議，以提供給家長、廠商及未來研究者做為參考。 研究發現：受試者的性別、就讀學校、就讀年級、可支配零用金、對韓國偶像團體的崇拜時間、每個月花費在購買商品的金額等特質對「韓國偶像團體認同程度」具有部分顯著的差異性影響；受試者的性別、就讀學校、可支配零用金、對韓國偶像團體的崇拜時間、每個月花費在購買商品的金額等特質對「消費行為」也具有部分顯著的差異性影響；但是受試者的就讀年級則對「消費行為」沒有顯著的差異性影響。 女性受試者在「韓國偶像團體認同程度」與「消費行為」多高於男性；高中生的「認知意識」高於國中生、國中生的「從眾型購買」高於高中生；國三生的「個人評價」高於國一生；每個月零用金大於800元的青少年在「韓國偶像團體認同程度」與「消費行為」的多數構面都高於零用金少於800元者；崇拜時間在31-48個月的青少年對「韓國偶像團體認同程度」高於未滿12個月者；每個月花費金額高於100元的青少年在「韓國偶像團體認同程度」與「消費行為」均高於花費較低者。 最後透過迴歸分析發現：嘉義地區青少年對「韓國偶像團體認同程度」對「消費行為」具有正面影響，其中以「行為涉入」程度對「消費行為」的影響最大。
The purpose of this study is to investigate the degree of recognition and consumption behavior of Korean idol groups among teenagers in Chiayi. Questionnaire survey was conducted among high school students in Chiayi area, and statistical analysis was carried out according to the content of the questionnaire, using descriptive statistics, t test, One-Way ANOVA and regression analysis. Finally, we will make specific recommendations based on the research results, which will be provided to parents, manufacturers and future researchers for reference. The study found that the gender, school, grade, disposable allowance, the time of worship of Korean idol groups, and the amount of money spent on purchases per month have some significant differential effect on ＂degree of recognition of Korean idol groups＂. The gender, school, disposable allowance, time of worship for Korean idol groups, and the amount of money spent on purchases per month also have some significant differential effect on ＂consumption behavior＂. However, the subject's grade level has no significant differential effect on ＂consumption behavior＂. Female subjects have higher ＂degree of recognition of Korean idol groups＂ and ＂consumption behavior＂ than men. Senior high school students ＂cognitive awareness＂ is higher than that of junior high school students. The ＂conformity purchase＂ of the junior high school students is higher than that of the senior high school students. The ＂personal evaluation＂ of the third-year students in the junior high school is higher than that of the first-year students in the junior high school. People with allowance more than $800 a month are higher in most check of ＂degree of recognition of Korean idol groups＂ and ＂consumption behavior＂ than those with allowance less than $800. Young people who have been worshipped for 31-48 months have a higher ＂degree of recognition of Korean idol groups＂ than those who have not been for 12 months. Young people who spend more than $100 a month are higher than the lower-cost ones in terms of ＂degree of recognition of Korean idol groups＂ and ＂consumption behavior＂. Finally, through regression analysis, it is found that ＂degree of recognition of Korean idol groups＂ of teenagers has a positive influence on the ＂consumption behavior＂, and the effect of ＂behavioral involvement＂ on ＂consumption behavior＂ is the greatest. |
