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研究生:鄭喭冘
研究生(外文):Cheng,Yen-Yin
論文名稱:韓國戲劇涉入程度與韓劇商品購買意願關係之研究以世代為干擾變數
論文名稱(外文):The Relationship between Korean Tv Drama Involvement and Purchase Intention of Korean Drama Products-The Moderating Effect of Generation
指導教授:林英顏林英顏引用關係楊豐華楊豐華引用關係
指導教授(外文):Lin,Ying -YanYang,Feng- Hua
口試委員:林英顏楊豐華魏志雄李宗愷
口試委員(外文):Lin,Ying -YanYang,Feng- HuaWei,Zhi-XiongLi,Zong-Kai
口試日期:2015-06-12
學位類別:碩士
校院名稱:大葉大學
系所名稱:國際企業管理學系碩士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2015
畢業學年度:103
語文別:中文
論文頁數:87
中文關鍵詞:涉入程度購買意願世代
外文關鍵詞:InvolvementPurchase intentionGeneration
相關次數:
  • 被引用被引用:1
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  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:2
摘 要

韓國影視產業近年來在亞洲異軍突起,隨著韓國影視娛樂產業在台灣的蓬勃發展,韓劇也刺激了台灣市場對於韓國商品的大量需求。現今韓國戲劇商品的巿場規模逐年擴大,然而近年的研究對於韓國戲劇涉入程度與韓劇商品購買意願間的關係尚未獲得釐清,因此本研究欲以世代為干擾變數,瞭解韓國戲劇涉入程度與韓劇商品購買意願之關係。本研究以曾經有觀看韓國戲劇的顧客為研究對象,並透過問卷調查來進行實證研究,以提供相關業界行銷決策之參考。本研究發出400份問卷,有效問卷為363份,有效問卷回收率為90%。問卷內容運用敘述性統計、信度分析、效度分析、相關分析及迴歸分析等統計方法。研究結果如下:

1. 韓國戲劇涉入程度顯著正向影響韓劇商品購買意願。
2. 世代對韓國戲劇涉入程度與韓劇商品購買意願間具有干擾作
用。



關鍵詞:涉入程度、購買意願、世代

ABSTRACT

The Korean Media culture industry produces a huge amount of societal values in Asia.With the vigorous development of the Korean entertainment industry in Taiwan, Korean drama stimulate a large demand for Korean product on Taiwan market.In recent years, the market of Korean drama product is expanding gradually. But in recent studies,the relationship between Korean Tv drama involvement and purchase intention of Korean Drama Products is still unclear. Therefore, the purpose of this study is to examine the moderator of generation in the relationship between the Korean Tv drama involvement and purchase intention of Korean Drama Products. The subjects surveyed in this study were those participating in the activities of Korean TV drama.A thesis survey questionnaire has been designed, and thereby provide decision makers with reference related to their industries. 400 copies of questionnaires were dispatched and 363 of them were valid. The effective response rate is 90%. Factor analysis, descriptive statistics, reliability analysis, validity analysis, correlation analysis, regression analysis, and other statistical methods are employed to acquire the study results as follows:

1. Korean Tv Drama Involvement has significantly positive influence
on purchase intention of Korean Drama Products.
2. Generation has moderating effect between Korean Tv Drama Involvement and purchase intention of Korean Drama Products.


Keywords: Involvement, Purchase intention, Generation

目 錄

中文摘要              i
英文摘要                        ii
誌 謝                         iii
目 錄                         iv
表 目 錄                         vi
圖 目 錄                       vii
第一章 緒論
第一節 研究背景與動機          1
第二節 研究問題與目的             6
第三節 研究重要性            8
第二章 文獻探討與研究假設
第一節 韓國戲劇   9
第二節 涉入程度      11
第三節 購買意願     15
第四節 涉入程度與購買意願 20
第五節 涉入程度、購買意願與世代之關係 21
第三章 研究方法
第一節 研究架構       23 第二節 研究變數與衡量 24 第三節 資料來源 31
第四節 資料分析方法   32
第四章 研究結果分析與討論
第一節 信度與效度分析  34
第二節 敘述性統計分析 40
第三節 研究變數之差異性分析 42
第四節 研究變數之相關分析 48
第五節 多層級迴歸分析 49
第六節 驗證假說 55
第五章 研究結論與建議
第一節 研究結論      56
第二節 理論意涵與實務意涵 62
第三節 研究限制與後續研究建議 65
參考文獻   67
附錄問卷   82













表 目 錄
表 4-1-1 問卷回收情形表 34
表 4-1-2 本研究各變數之信度分析表 36
表 4-1-3 韓國戲劇涉入程度因素分析表 37
表 4-1-4 韓劇商品購買意願因素分析表 38
表 4-1-5 顧客滿意度因素分析表 39
表 4-1-6 顧客忠誠度因素分析表 39
表 4-2-1 樣本結構次數分配與百分比表 41
表 4-3-1 研究變數之構面對性別之差異分析表 43
表 4-3-2 研究變數之構面對年齡之差異分析表 43
表 4-3-3 研究變數之構面對婚姻之差異分析表 44
表 4-3-4 研究變數之構面對教育程度之差異分析表 45
表 4-3-5 研究變數之構面對每月收入之差異分析表 46
表 4-3-6 研究變數之構面對每月購買次數之差異分析表 47
表 4-4-1 各變數之相關分析表 49
表 4-5-1 韓國戲劇涉入程度與韓劇商品購買意願之關係回歸分析表 53
表 4-6-1 研究假說結果總表 55







圖 目 錄

圖3-1 研究架構圖  23
圖4-1 世代干擾韓國戲劇涉入程度與韓劇商品購買意願之關
係圖  54

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