臺灣博碩士論文加值系統

2000年起，韓劇在台灣大行其道，伴隨而來的「師奶現象」不但成為新聞媒體爭相報導的議題，也是值得探討的重要社會現象，另一方面，其背後隱藏的巨大商機更不容小覷。從文獻探討當中得知，「迷」包含過度的內在反應與過度的行為反應。

本研究目的在於藉由裴勇俊的師奶級粉絲建立起師奶的迷裴架構，包含：外在刺激、內在動機、外在調節因子、迷裴的認知和忠誠度、迷裴的消費行為。並針對迷裴的架構對相關行銷活動提出建議。

本研究採計畫抽樣以半結構性之訪談大綱為主軸，對15位師奶進行深度訪談，其年齡介於34~70歲，大都有參加裴勇俊影友會，樣本以「多元化」為原則，儘量選擇不同地點、年齡層、職業、婚姻狀態的裴迷作為訪談對象。

文獻探討和本研究均顯示在「迷」的過程當中內心會產生各種的愉悅類型，而在行為反應上則包含「密集投入想像的關係」、「再詮釋、再生產、再創造」、「組織或參與社群」等。另外，本研究發現師奶並不會將裴勇俊和其代言的產品劃上等號，追星上的瘋狂並不會完全轉移到裴勇俊的代言產品上，仍較喜歡收集具有裴勇俊肖像的週邊產品，但在購買代言產品時則會呈現理性判斷，受產品本身影響勝過對裴勇俊的喜愛。因此搭配劇情而讓產品產生有意義的感情連結比較能打動師奶，置入性行銷普遍受到師奶的青睞。

Since 2000, South Korean TV dramas have hit this island and, thus, has caused the so called “middle-aged women fandom” phenomenon which catches the media’s spotlight. The phenomenon not only becomes an interesting social issue, but also implies a potential marketing opportunity.
Accordingly, this thesis intends to explore the fandom caused by Bae Yong Joon, a South Korean superstar who has drawn thousands of middle-aged women fans crazy since the broadcasting of miniseries “Winter Sonata.” Research issues include external stimulus of the fandom, fans’ internal motivations, moderators, fans’ perceptions and loyalty towards Bae or the drama characters, and fans’ consumption behaviors. Marketing implications are discussed at the end.
This study uses purposive sampling method and semi-structured individual in-depth interviews to collect data. 15 middle-aged women fans, aged between 34 and 70 and most of them members of the “Bae Fans Club”, were interviewed. The sample also includes diverse marital status, city of residence, and occupation to achieve sample diversity.
The study shows that fandom causes a number of pleasure reactions and such behaviors as “intense imagination,” “re-interpretation, re-production, and re-creating,” “organization or participation of community” etc. It was found that middle-aged fans normally do not equalize Bae with the product he endorses. That is, although they may collect Bae’s souvenirs, they show high level of rationality when facing Bae’s public endorsement. However, placement marketing is more effective in influencing fans’ buying decisions.

－目錄－
第一章 導論 ……………………………………………1
第一節 研究背景 ……………………………………………1
第二節 研究動機 ……………………………………………3
第三節 研究目的 ……………………………………………6
第二章 文獻探討 ……………………………………………7
第一節 迷的意義 …………………………………………13
第二節　迷的標的物 …………………………………………15
第三節 迷的原因 …………………………………………17
第四節 小結 …………………………………………14
第三章 研究方法 …………………………………………18
第一節 探索性研究概論 ………………………………………18
第二節 抽樣方法與研究樣 ……………………………………21
第三節 訪談程序與問題設計 …………………………………23
第四節 資料整理與分析 ………………………………………28
第四章 質性資料分析 …………………………………………29
第一節 迷裴的外在刺激 ………………………………………30
第二節 迷裴的內在動機 ………………………………………36
第三節 外在調節因子 ………………………………………46
第四節 裴迷的認知和忠誠 ……………………………………59
第五節 裴迷的消費行為 ……………………………………81
第五章 結論與建議 ……………………………………125
第一節 研究發現與彙整 ……………………………………125
第二節 行銷建議 ……………………………………137
第三節 研究限制和後續研究建議……………………………142

中文部份

1.古永嘉譯(1996)，Donald R. Cooper and C. William Emory著，企業研究方法，台北：華泰書局。
2.簡妙如（1996），過度的嬝奶H─「迷」之出探，國立中正大學電訊傳播研究所碩士論文。

英文部份

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